In this episode, I’m joined by Michael Stone, author of Markup & Profit, to talk about the real reason so many roofing contractors go broke: they don’t charge enough and they don’t know their numbers. We break down markup vs. profit, why job costing is mandatory, how to set pricing to cover overhead + owner pay + net profit, and how to market to the right customer so you can charge what you’re worth.

Most roofing contractors don’t go out of business because they can’t sell.

They go out of business because they don’t charge enough, don’t job cost, and don’t know their real numbers.

In this episode, I’m joined by Michael Stone, author of the classic book Markup & Profit, to talk about the fundamentals that never change — and why “the market price” mentality keeps contractors broke.

1. Why 9 out of 10 contractors go broke (and what the profitable ones do differently)
2. The difference between markup and gross profit (and why it matters)
3. Why job costing is non-negotiable if you want consistent profit
4. How to set pricing to cover overhead, owner pay, and net profit
5. Why “being competitive” is optional — but being profitable isn’t
6. How to market to the right customer so you can charge what you’re worth
7. Cash flow and payment schedules: why contractors run out of cash even when they’re busy
8. Building a business that’s actually sellable (systems + financials + profit)

Connect with Michael Stone:

Website: markupandprofit.com

Connect with Dave / The Roofer Coach:

Free Strategy Call: Schedule Now

Free Resource (1-Page Business Plan): theroofercoach.com/plan

Text Dave: (510) 612-1450

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