Shiner Roofing was established by Robert Shiner in 1981. His son Kevin (left) worked at the company while in high school, then went to college and ran his own marketing company before returning to take over the family roofing business. He used his marketing expertise to inspire both his staff and clients. The company's average roofing job is $6,700 and average siding job is $8,000. Shiner has dedicated crews for roofing, gutters, high-end products, and repairs, but subcontracts most of the window and siding jobs.

Shiner has an in-house designer who creates his promotional materials. He also receives 20 leads per week from his Web site. The site has a virtual showroom with links to the products that Shiner installs. In addition, during sales presentations, Shiner uses software from CertainTeed to help homeowners approve the color of the manufacturer's roofing on their house.

Sales manager Joe Francis heads a team of seven salespeople. He brings in consultants and conducts seminars to help keep the team on target.