Sales Training · Home Services & Trades
Home Services & Trades
When your phone rings, you make money. When it does not get answered, you do not.
Home services is a phone driven business. The owner of an HVAC company, a plumbing firm, an electrical contractor, or a roofing company knows this better than anyone. The marketing brings the calls. The CSRs decide whether the calls become customers. The techs decide whether the customer becomes a great customer.
You spend a meaningful percentage of revenue on marketing. Google Ads, Google Local Services, paid social, Angi, Yelp, billboards, truck wraps, direct mail. The phone rings. The form fills in. Then what happens? If your CSR books fifty percent of those calls, half of your marketing spend was wasted. If your tech runs a service call and quotes a $89 repair instead of the $4,800 system replacement the customer actually needs, you left thousands in the truck. If the customer never gets a follow up call on an unsold estimate, you handed them to the next contractor on Google. The math is brutal.
What we see
The pattern in most home services & trades operations.
- CSRs who book between forty and sixty percent of qualified calls. Top performers book eighty five to ninety percent.
- Speed to lead times over thirty minutes for inbound calls and over four hours for web form leads.
- No call recording, or recording set up but never reviewed.
- Techs who quote without building value, then lose deals to lower priced competitors.
- No follow up cadence on unsold estimates. Bids over $3,000 dying in a CRM nobody checks.
- Maintenance club programs that signed up twenty members in 2019 and have not grown since.
- Dispatch and CSR working from different sources of truth.
- Comp plans that pay the tech a commission on completed work but ignore membership sales, financing attach rates, and customer satisfaction.
What we do
For home services & trades.
- Install CallRail, ServiceTitan call tracking, or CallTrackingMetrics. Mystery shop your team and three of your competitors.
- ServiceTitan, Jobber, or Housecall Pro implementation or rebuild. Pipeline structure for estimates, memberships, and recurring work.
- Comfort advisor pitch frameworks. Quote templates with options based selling. Membership pitch decks.
- Fractional VP of Sales engagement for businesses doing $1M to $10M. Weekly cadence, tech ride alongs, hiring support.
- Tech commission structures with options based selling incentives. CSR booking bonuses. Maintenance club SPIFFs.
Tech stack
The tech stack we recommend
- · ServiceTitan: default for home services doing $3M and above. Handles dispatch, scheduling, sales, invoicing in one platform.
- · Jobber: right answer for businesses under $3M. Easier to implement, lower cost.
- · Housecall Pro: competes directly with Jobber. Strong mobile experience for techs.
- · CallRail: industry standard call tracking for businesses not on ServiceTitan.
Who we work with
Sub-segments we serve.
- HVAC residential and light commercial
- Plumbing
- Electrical contractors
- Roofing
- Water damage and restoration
- Pest control
- Garage doors
- Landscaping and snow removal
- Painting
- General remodeling
Services for home services & trades
Stack the services your operation needs.
01
Call Performance
Half your leads die on the first ring.
Learn more →02
Sales Systems
Your CRM is a graveyard.
Learn more →03
Sales Collateral
Your pitch deck is putting them to sleep.
Learn more →04
Sales Leadership
You are managing outcomes. You should be managing inputs.
Learn more →05
Compensation Design
If your comp plan needs an explanation, your reps are already wrong.
Learn more →What changes for you
Your CSRs book at the top of the range. Your techs run estimates with options, and the higher options actually get sold. Your unsold estimates stop dying in the CRM because the follow up sequence is automated. Your comp plans reward the behavior you actually want. Your maintenance club grows month over month.
Questions
Frequently asked questions
How long before we see results?
CSR booking rate improvements are visible within thirty to sixty days. Tech upsell improvements typically take ninety days. System and comp plan changes take a full quarter to settle.
Do you work with companies that use ServiceTitan?
Yes. The challenge is usually that nobody on the team has been trained to use what ServiceTitan actually offers.
Will you train our techs to upsell?
Yes. Options based presentation, value building, and how to talk about high ticket replacements without feeling like a used car salesman.
What is a good booking rate for an HVAC CSR?
Eighty to ninety percent of qualified calls is excellent. Sixty to seventy is average. Below sixty needs immediate attention.
What about commercial trades?
Longer sales cycles, more procurement, more relationship driven. We adapt the engagement.
Can you help us with maintenance club growth?
Yes. One of the highest leverage growth areas in home services.
Other industries
We work with any business that closes through conversations.
Ready to find out what is actually happening in your home services sales operation?
$4,950 · Credited to your first retainer