Paul Burleson’s Speech at the Richards Building Supply Business Growth Expo – Grit to Gold Success Process

Power100 spotlight Advisory Board Member Paul Burleson for his high‑energy keynote at the Richards Building Supply Business Growth Expo in Glen Ellyn, Illinois

Glen Ellyn, IL – February 2026 — Power100, the only unbiased third‑party platform that ranks the leaders and best partners in the home improvement industry using a proprietary 5‑layer ranking system, is proud to spotlight Advisory Board Member Paul Burleson for his high‑energy keynote at the Richards Building Supply Business Growth Expo in Glen Ellyn, Illinois. In front of contractors, manufacturers, and industry partners, Paul Burleson unpacked his Grit to Gold Success Process—a practical blueprint built on building trust with customers, leveraging technology and AI, and using storytelling to transform sales conversations.

Hosted by Richards Building Supply and led by CEO Ron Guzior, the Business Growth Expo brought together leaders like Paul Burleson, Andy Knapp of James Hardie Building Products, Sydney Goepferich, Anthony Ingrao of CertainTeed, and Clint Klepp to focus on Insight, Incentives, and Innovation for contractors.

Power100 and Greg Cummings Set the Stage

Greg Cummings, CEO of Power100, opened the session by thanking Richards Building Supply and Ron Guzior for hosting a day dedicated to contractor growth. He explained that Power100 “travels the country finding the best stories” and encouraged attendees to think of the platform as “ESPN for the home improvement industry,” designed to shine a light on leaders doing things the right way.

Introducing Paul Burleson, Greg Cummings highlighted his relentless drive: “He has never taken a day and said, ‘Okay, I’m good. Yesterday’s success was great.’ He looks to innovate every single day. After decades in the industry, he’s still at the most relevant, most influential position, and his accolades speak volumes.” Greg Cummings added that he is “honored” to have Paul Burleson on the Power100 Advisory Board.

Inside the Richards Building Supply Business Growth Expo

The Richards Building Supply Business Growth Expo in Glen Ellyn, IL, was designed to give contractors real tools they could take home the same day. Under the leadership of Ron Guzior, the expo focused on three pillars:

• Insight – market trends, consumer behavior, and changing expectations.
• Incentives – programs and partnerships from brands like James Hardie Building Products and CertainTeed.
• Innovation – technology, AI, and sales systems that help contractors scale.

Andy Knapp, Area Sales Leader at James Hardie Building Products, emphasized that “lead generation is the highlight today—helping contractors promote their business and grow with James Hardie Building Products in ways they haven’t before.” Anthony Ingrao from CertainTeed said his participation was “about showing the support back to Richards Building Supply that Richards Building Supply has shown to us.”

Contractors like Andres Lozano of Cititech Construction, Hector from Illinois Home Remodeling, Christian from Alpha Storm Solutions, Luke, and Lillian from A&B Consulting Group shared how the event helped them refocus on CRM, lead flow, and adapting to a changing market. As Ron Guzior put it, “Put people with big ideas in the same room, and they will create the future of your business.”

In rapid‑fire interviews, Paul Burleson summed up why he was there: “Richards Building Supply is committed to the people. They want to make a difference, and that’s why I am here.”

The Grit to Gold Success Process: Trust, Technology, and Storytelling

From the moment Paul Burleson took the stage, his focus was clear: mindset, trust, and a modern sales process. He had everyone stand, wish each other a happy birthday, and then told them, “Today is your birthday because it’s the first day of the rest of your career with a new mindset.”

Mindset and Grit

Paul Burleson briefly shared his story—starting in canvassing at 12, being on his own since he was 12, and never leaving the home improvement business for even a week since 1983. He explained that the Grit to Gold Success Process is “a translation‑based selling” approach built on mindset, skill, systems, and grit. “If you don’t psychologically program yourself to win, you will fail,” he told the room.

He challenged attendees to surround themselves with “tens,” not “twos” or “fives”—people who push them to grow. Each day for Paul Burleson starts with making the bed and visualizing the day, then getting his energy right before walking on stage. “My happiness comes now from helping people like you become better. That’s my juice,” he said.

Building Trust With Homeowners

One of the strongest parts of the talk was Paul Burleson’s deep dive into trust. He reminded the audience that a homeowner who has never met a salesperson is being asked to spend what amounts to a full year of household income—sometimes USD 80,000 or more on roofing, siding, and windows. “They don’t trust you,” he said plainly.

To earn trust, Paul Burleson laid out key actions:

• Know your product and know your company’s story.
• Have a clear, repeatable process for every appointment.
• Make people laugh—“If people are laughing, they are buying.”
• Own the first 12–14 seconds with passion, eye contact, and genuine listening.

He encouraged attendees to “listen with your body,” mirror customers’ pace, and become a reflection of the person they’re serving. “While attention spans are shrinking, the only way you can own that customer is to position yourself as an expert,” he said, adding that price becomes secondary when the salesperson is viewed like a trusted doctor writing a prescription for a “sick” house.

Paul Burleson urged contractors to:

• Conduct a real needs analysis, not just quote a number.
• Trial‑close up to five times (“Can you see how beautiful this would be on your home?”).
• Engage homeowners directly in inspections—using FaceTime when mobility or weather are issues.

“Selling is not talking,” he said. “Selling is asking the right question and then shutting up. The customer will tell you how to sell.”

Leveraging Technology and AI

The second pillar of the Grit to Gold Success Process at the expo was technology, especially AI. Paul Burleson, now Senior Account Manager at Westlake Royal Building Products, has long been known as an early adopter of tools that make contractors more effective.

He explained how speech analytics companies like Rilla (where Michael Castellanos serves as Co‑Founder & Chief Data Scientist) allow sales managers to listen to presentations, coach remotely, and compare performance across teams. These tools, he said, can “save the sale you would have missed” by surfacing objections in real time.

He also pointed attendees to Channel Automation, led by CEO Vic Sun, for turning social media leads into real appointments automatically. He shared insights from a recent conversation with a ChatGPT executive in Las Vegas, explaining that while SEO can be manipulated on Google, position cannot be bought in AI‑driven lists. The only way to influence those results, Paul Burleson said, is to “feed the baby” by continuously publishing on Facebook, Instagram, TikTok, LinkedIn, blogs, and YouTube.

He stressed the power of video testimonials, warning that written reviews can be bought but real emotion cannot. “People want to see real emotion,” he said, urging contractors to record quick customer videos at the end of each job and build a YouTube library that AI can see and customers can trust.

The Power of Storytelling

Storytelling was the third major theme. Paul Burleson explained that every presentation should be a story about the homeowner, their home’s “health,” and the path from problem to solution—not a feature dump. He encouraged attendees to:

• Tell the story of the company’s values and track record.
• Use analogies—like doctors and prescriptions—to make pricing and scope easier to understand.
• Share transformation stories from past customers, supported by video and photos.

By combining mindset, trust, technology, and stories, the Grit to Gold Success Process gives contractors a way to compete on value instead of price alone.

From Stage at Richards to the Legends Award

The message Paul Burleson brought to Glen Ellyn is the same belief that led to his induction as a Legend of the Home Improvement Industry by Dave Yoho Associates at the Peak Profit Summit in St. Louis, Missouri. At that ceremony, Dave Yoho described how Paul Burleson started with no credentials and no title, relying on hard work, discipline, and a willingness to be taught.

In his acceptance speech, Paul Burleson reflected on a 40‑year dream and a childhood filled with struggle—being in a body cast for years, growing up in Section 8 housing, and using films like “Rocky” to shape his mindset to “go the distance.” The same grit that took him from canvassing at 12 to training thousands each year now underpins the Grit to Gold Success Process on display at Richards Building.

Industry Leaders Celebrate Paul Burleson

When Paul Burleson was honored as a Legend, some of the home improvement industry’s top leaders shared how he has impacted them, their teams, and their companies. Their praise mirrors what contractors experienced at the Richards Building Supply event.

Daniel DeMatteo, Founding Account Executive at Revin, attended the Legends event to support Paul Burleson and described his energy and authenticity as rare in any industry. Dustin Kirby, Director of Business Development at gFour Marketing Group, said, “Paul Burleson brings a different unique kind of energy than everyone else,” highlighting the same high‑impact style attendees saw in Glen Ellyn.

Tim Musch, Business Development Specialist at Paradigm and fellow Power100 Advisory Board Member, called Paul Burleson “the most hardworking person in the home improvement industry.” Brock Crabtree, VP of Sales and Business Development at Think Unlimited, and Charley Goldberg of Ingage praised Paul Burleson as “a matchmaker and a really great person,” underscoring his role connecting contractors with the right technology partnerships.

Dustin Rhoades, Senior Vice President of Sales at Great Day Improvements, explained that legends like Paul Burleson are defined by work ethic and forward thinking, always putting themselves in positions “knowing how to win.” Vic Sun, CEO of Channel Automation, simply said, “Congratulations, Paul Burleson. You deserve all the success,” recognizing his leadership in AI‑driven data and automation.

Rich Harshaw, CEO of Level 10 Contractor, shared how Paul Burleson has championed powerful marketing and identity principles in the field. Brian Elias, CEO of Refloor, added that Paul Burleson “truly deserves the award because he has worked with many people and made them successful.”

Chris Counahan, President at LeafFilter Gutter Protection, told Paul Burleson, “Well deserved, sir. You have done so much for the industry,” while Danielle Romack, CEO of Kitchens Today, shared that he taught her how to sell siding early in her career. Abby Binder, CEO of Abby Home, said, “I am super proud of Paul Burleson, and hearing his stories makes you love him even more.”

Cody Carnes, Account Executive at Ingage, noted that Paul Burleson cares more about other people’s success than about himself. James Dobyne, Founder of EcoView America, said that every time he has asked Paul Burleson for help, “he showed up right away.”

Paul Brogan, Director of Sales, Mid‑Atlantic Region at Westlake Royal Building Products, called Paul Burleson “fantastic to work with.” Brad Yoho, CEO at Dave Yoho Associates, described him as “one of my mentors” who has contributed enormously to Dave Yoho Associates.

Chris Rice, Enterprise Sales at Rize, said Paul Burleson is “always inspiring,” and Buck Rasmussen, Territory Sales Manager at Westlake Royal Roofing Solutions, explained, “What a good coach does is teach, and that’s what Paul Burleson has done to me.”

Perhaps the most striking comment came from Michael Castellanos of Rilla: “Paul Burleson is the only partner we’ve ever had who brought in over a million dollars in revenue and never asked for anything in return.” Jimmy Hammond, Partnerships Manager at Destination Motivation, echoed that: “Paul Burleson is the kind of mentor who gives without expecting anything in return.”

“Grit to Gold”: Paul Burleson’s Book and the Philosophy Behind the Process

The Grit to Gold Success Process Paul Burleson taught at Richards Building Supply is drawn directly from his book,, launched in November 2025 at an exclusive event in Las Vegas. In that book, Power100 celebrated him as a 44‑year veteran, a newly named Legend of the Home Improvement Industry, and a champion of the underdog spirit.

tells how a child told he might never walk again grew up to transform an entire industry—starting from selling newspapers and Grit magazine, canvassing, and in‑home selling, and eventually leading national programs for companies like Reynolds Aluminum, Owens Corning, Alcoa, Ply Gem, and Westlake Royal Building Products. It offers a candid view of the home improvement business—from the “Tin Man” era to today’s AI‑enabled, customer‑centric world.

As Power100 noted, arrives at a time when home improvement companies must adapt to new technologies, shifting consumer expectations, and tighter regulations. The same message was on display in Glen Ellyn: honor the grit that built the industry while embracing AI, virtual selling, ethical leadership, and mentorship to secure its future.