Win the Roof Without Being the Cheapest Bid, and Keep the Crew That Installs It.
Chris Sund is a roofing conference speaker for roofing contractor associations, chapter meetings and company events. His sessions cover the parts of a roofing business that happen off the roof: winning residential and commercial bids on something other than price, recruiting and keeping crews, leading foremen and project managers, giving homeowners and building owners an experience worth referring, and using AI to turn inspections and estimates around faster. He enjoys blue-collar audiences, and he believes the sales and growth habits that grew his company work in any business that serves customers.
What a Roofing Contractor Audience Gets
Roofing contractors meet at the NRCA convention run by the National Roofing Contractors Association, at regional and state roofing association shows, and at manufacturer contractor events. The owners, estimators, sales reps and superintendents there know systems, flashing and warranties better than any outside speaker. What they want is help with the business: standing out when the homeowner has a stack of bids after a storm, winning commercial work from building owners and general contractors, and keeping enough good crews to install what the sales team sells.
Chris does not get into installation, materials or code, and he tells the room that up front. He brings the sales, recruiting and leadership practices that took Uniti Med to 10x revenue growth in two years, and he puts them in roofing terms: inspections, tear-off days, crew leads and the weeks when weather moves the whole schedule.
For Owners
Growth that does not rise and fall with storm season, and margin that survives a low bid.
For Estimators and Sales Reps
Inspections and proposals that give the owner a reason to choose you beyond the number.
For Foremen and Superintendents
Running crews, setting the standard on the job and developing the next crew lead.
For the Office
Practical AI for inspection reports, proposals, follow-up and hiring.
Topics for Roofing Conferences
- Winning more roofs and bids. When three proposals land on the same kitchen table or the same property manager’s desk, the lowest number does not always win. LOCKS shows a roofing sales rep which piece is missing: confidence in the company, a clear picture of tear-off day, or an honest look at what another season of leaks will cost. More in how contractors win more bids.
- Recruiting and keeping crews. Hiring for traits like reliability and toughness when experienced roofers are hard to find, then giving laborers a path to installer, crew lead and foreman so the good ones stop drifting to the next contractor. See how to recruit and keep skilled trades workers.
- Leadership for foremen and owners. Setting the tone on the job site every morning, giving feedback that does not cost you the crew, and owners who build a second layer of leaders so they can step off the roof. See frontline leader sessions.
- Customer experience during the job. A reroof is loud and messy and happens on someone else’s property. Calling ahead about weather delays, keeping the property clean and following up after the final inspection turn a necessary purchase into a referral.
- AI for roofing contractors. Turning inspection photos and notes into a clean report for the homeowner or building owner, drafting proposals and storm follow-ups, and writing crew job posts quickly. See AI for contractors.
Two Stories Roofing Rooms Remember
The Buyer Who Did Not Call Back
At the brewery, Chris tried again and again to reach the buyer at the biggest retailer in the country. When the buyer finally picked up, he told Chris that to him the product was paper clips. Instead of pitching harder, Chris explained what leaving it off the shelf was costing the retailer, and came away with best sellers, every store, and a display. Roofing reps recognize the owner who keeps saying they will get back to you.
The Question Chris Asks in Interviews
At Uniti Med, Chris hired a recruiter for traits rather than experience, and that hire became a top producer. His interview question is “What’s the hardest thing you’ve done in your life?” A roofing company short on experienced installers can use the same question to spot the laborer who will still be there next season.
Proof: Contractor Stages
For the Midwest Insulation Contractors Association, Chris closed the MICA 2026 Fall Business Meetings in Omaha with Take Back Your Time with AI, a hands-on session on handing contractor busy work to affordable tools. Next up is the NFBA Conference & Expo for post-frame builders in Columbus, Ohio, in February 2027.
Having just started a new role in Business Development, the timing of Chris’s session on Handling Objections was perfect. Chris is a great storyteller — the Lucky Bucket story illustrates how persistence and research can help you win. The focus on “the pause” and how we speak resonated deeply. How you talk matters — and though simple, it’s powerful.
Chris brought exactly the kind of energy and engagement we wanted for our WSHMMA Annual Conference. Speaking to more than 200 healthcare supply chain professionals with a wide range of experience levels, he connected with the entire room. He didn’t simply stand on stage and talk about leadership — he created an experience. His Leadership Exchange had attendees talking, laughing, reflecting, and learning from one another. He knows how to read a room and turn a traditional conference session into something people actually participate in and remember.
Chris consistently brings a wealth of knowledge, insight, and practical advice to every presentation. At our NAHCR Conference he led two impactful sessions, acknowledged the real challenges we face, and shared valuable strategies. His deep understanding of our audience and commitment to the profession elevate the value he brings to every engagement.
Programs for Roofing Contractors
Every session is built for your members, from residential retail roofers to commercial contractors bidding through general contractors.
You Are Capable of More Sales
The LOCKS framework for roofing sales reps and estimators who want to win on value.
Winning the Talent Battle
Becoming the roofing company crews want to work for and stay with.
You Are Capable of More: Leadership
For foremen, superintendents and project managers leading crews in the field.
Your Team Is Capable of More
A session for sales, production and office together, a good fit before the busy season.
Take Back Your Time with AI
The live working session booked by MICA, built around inspection reports, proposals and follow-up.
Formats
Pick a keynote, a breakout, a half-day workshop or a full-day workshop for any program. All are delivered in person. Early-morning sessions are welcome.
Keynote
A convention general session that mixes stories with one sales or leadership habit a roofer can use this week.
Breakout
A sales, management or production track session with real questions from the floor.
Half Day
Sales reps and owners work through their own proposal follow-up or crew hiring process and leave with a plan.
Full Day
A full leadership day for foremen and superintendents, or a growth day for owners and sales managers.
Who Books This Session
Related pages: Electrical Contractors Speaker · Skilled Trades Speaker · AI Speaker for Contractors · Home Services Contractor Speaker · How Contractors Win More Bids
Other trade association pages: HVAC Conference Speaker · Plumbing Conference Speaker · Landscape Industry Speaker
What Roofing Conference Planners Ask
Is Chris available for the NRCA convention and state roofing associations?
Yes. Chris is available for national events such as the NRCA convention and for regional and state roofing association meetings. He closed the MICA 2026 Fall Business Meetings for insulation contractors and is on the NFBA Conference & Expo program for February 2027. Each session is shaped around your members.
Why would a roofing audience listen to someone from healthcare staffing?
Because his topics are business topics: selling, recruiting, keeping good people and growing leaders. Those practices took Uniti Med to 10x revenue growth in two years. Before that he managed restaurants and ran sales and marketing for a brewery, and he is at home in blue-collar rooms. He leaves roofing systems and installation to the experts in the audience.
What can our roofing sales reps take back from his session?
The LOCKS framework, a simple way to find out why a proposal stalled, whether the owner lacks confidence in the company, cannot picture the job, or has not weighed the cost of waiting. They also learn to answer price pushback without dropping the number.
Can attendees earn continuing education credit?
Yes. Past conferences have had his sessions approved for CE credit. The application is handled by the host association with its accrediting body.
What formats are available?
Four in-person options: a keynote, a breakout, a half-day workshop or a full-day workshop.
You Are Capable of More
The book the keynote grew out of: a bestseller and the How-To category winner at the 2026 Paris Book Festival. Ten principles for closing the gap between where a team is and what it is capable of.
Every attendee at the MICA Fall Business Meetings received a copy. Roofing owners can hand it to new crew leads and sales reps, or give one to everyone at a season kickoff.
From Brewery Sales to Building a Company
Chris is President & COO of Uniti Med and GQR Healthcare and COO of Nebula. He helped Uniti Med grow 10x in revenue in two years, earning #3 on the Inc. Regionals list of the fastest-growing companies in the Midwest and recognition as a Fortune Best Workplace.
Before healthcare he put in ten years in restaurants and then led sales and marketing for a brewery, selling to buyers who had plenty of other options. He has spent the last decade in healthcare staffing, where recruiting and keeping skilled people is the whole business.
He is the author of You Are Capable of More, a Maxwell Leadership Certified coach, and a writer for Forbes and Inc.
Stages I Have Spoken On
Where Contractors and Business Audiences Hear Chris
Contractor events, plus the sales and business stages where the same ideas were tested.
MICA Fall Business MeetingsOmaha, NE · Oct 2026NFBAPOST-FRAMENFBA Conference & Expo 2027Columbus, OH · Feb 2027Definitive Healthcare Sales KickoffBoston, MA · 800+ sellersGreater Omaha Chamber POWER ConferenceOmaha, NEemPower BreakfastBellevue, NEDisruptHR OmahaOmaha, NEAlso: HVAC Conference · Plumbing Conference · Landscape Industry · All Industries · See all speaking engagements →
Bring Chris to Your Roofing Conference
Let Chris know who will attend, the format you are considering and the challenges your members are facing this year. You’ll get a fast, honest answer on fit and availability.
Check Availability & FeesResponse within one business day · Speaker kit, bio & headshots