With the proper training and education, contractors can easily build more value within their sales pitch and, ultimately, with their customers.

Consumers aren't looking for cheap, they want someone who's knowledgeable about the products and knows how to do the job properly.

"In my all my years, I'm learning from my homeowners that they want it done right — and they're willing to pay for it," said professional contractor and TV host Mike Holmes during the 2019 International Roofing Expo. "Having the right contractor is essential."

Watch the video to hear more.