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- The Only Way to Build a Sales Team
Hello home service operators,
Today’s newsletter covers one of my favorite topics: sales. But before we get there, an important note…
We’re currently filling spots for our $0–5M and $5–10M OAO Pro peer groups. Each group meets once a week, follows a structured meeting agenda, and is capped at 8-9 members (only a couple spots left in each group).
All participants sign an NDA to maintain confidentiality and create a safe space for open discussion. Want more info? Email Jessica Baer at [email protected] or book a call here.
Today’s Resources
Here’s the agency I use to generate hundreds of leads month after month (and hundreds of thousands in sales)
Pantheon 2025 was a blast with these guys (among many others)
Is a $100M septic plumbing business really possible? The answer here
Service Scalers is the no-fluff, no-BS way to generate more home service leads
This one thing could throw your HVAC biz for a curve this fall season
There’s a good chance you never thought about this potential problem in your business
I recorded with Rich Jordan live at Pantheon to unpack how he scaled from $700K to over $30M in just five years (yea, it’s super impressive)
Do You Belong to This Free Program?
Let’s face it: there aren’t many things in life that are free. So, if you find a deal, you better take advantage.
The SupplyHouse TradeMaster Program fits that mold. When you sign up for a free account, you get:
Free shipping
Lower prices
Free returns
Exclusive gear
Dedicated phone line
Adding to that, I have a promo code to sweeten the pot. With code OOFIVE, you’ll receive five percent on your first order.
Free doesn’t always mean free, but in this case it does. There’s no reason not to take advantage of this offer.
The 4-Step Process to Building a Sales Team
Everyone wants their sales team to produce, but building one that consistently drives revenue is not about hiring a natural closer and waiting for the money to roll in.
Nope.
It is a system. A progression. Each step requires discipline, repetition, and accountability.
Here is how I build sales teams that perform.
Step #1: Have a Process
Early on, some calls landed and others did not. We had no idea why. That changed the moment we locked down a process and treated sales like a scientific method. Test, analyze, repeat. Reduce variables so you can isolate the issue.
Use a proven framework.
Do not rebuild from scratch.
Customize scripts to your brand story, so trust and positioning are baked in.
Think in order of operations like a furnace diagnosis. If conversion is low, check the explore step.
Did we ask open-ended and lifestyle questions?
Did we walk the home?
Did we present enough options?
If price objections dominate, did we offer financing and a range of good-better-best choices.
The first year we formalized sales as a function, revenue grew 50 percent. You can do the same.
Take these steps now:
Write SOPs and scripts that match your voice.
Map your call into clear steps from greeting to close.
Standardize options. Target three to four options per proposal.
Bring up typical price range early to normalize budget talk.
Bake financing into the script, not as an afterthought.
Step #2: Be Consistent
Training is a rhythm, not an event. We run sales training the same day and time, even if it means missing a few calls that morning. The misses are cheaper than the mistakes untrained reps repeat for weeks.
Inside the session, we role play real objections. It feels awkward for two reps, then nobody cares. We also open yesterday’s invoices. We review one that closed well and one that did not. The team gives feedback on the exact step where the customer was lost.
Another point of consideration: your call center is part of your sales operation. Include them in training because their words set up the field visit.
Now, do this:
Calendar recurring training. Do not move it.
Run skills practice with specific objections.
Review real quotes and identify the failed step.
Invite CSRs so the front of the funnel matches the field.
Track themes from trainings to target the next agenda.
Step #3: Install Metrics and Make Them Visible
Sales is a game. Players need a scoreboard. We post scorecards on the wall and TVs, push numbers in Slack, and show live dashboards. Top performers know they are on top. Everyone else knows where they stand.
Measure in real time. Hourly and daily is better than monthly. Give clear targets per role. Closing rate, average ticket, calls run, options presented, and month-to-date performance. We also gamify with contests and badges for things like most water heaters or most furnaces sold.
This is how we went from small to big. You do not wait to measure until you are big. Measuring well is how you get big.
You can do the same by taking these steps:
Publish role-specific targets and definitions of a win.
Display live leaderboards in the shop and on mobile.
Track options per visit and financing offers made.
Celebrate wins publicly. Coach misses privately.
Run short sprints with simple prizes to keep energy high.
Step #4: Inspect What You Expect
Processes and dashboards do not matter if no one checks adherence. We do ride-alongs at least once a month. We review recorded calls with tools that mark key moments, then debrief where the call turned. We hold weekly KPI check-ins with the rep and their manager.
Use the diagnosis to shape training. If price is the top objection, prove whether the rep actually offered financing and multiple options. When plumbing heard “too expensive” 30 times in a week, we found most reps offered only two options and rarely mentioned financing. Training shifted to options and payment plans, and results improved.
Here’s your cheatsheet:
Schedule ride-alongs and document one insight per visit.
Review two calls per rep per week. One win and one loss.
Tie each coaching note to a process step, not a vague trait.
Assign a single action to practice before the next check-in.
Reassess team themes weekly and update the training plan.
The Lesson
Sales success is not all about hiring a superstar. It is a system you can scale across five, ten, or fifty reps.
Build the process.
Train it consistently.
Measure everything.
Inspect what you expect.
Ready to build your sales team the right way? Watch this podcast episode.
Name the Company
I’ve got a game for you today. Here are five hints. Read them, run them through your mind, and try to guess the company…
Hint 1: This company helps home service professionals manage the full journey from the first inquiry through installation with tools that streamline the sales pipeline.
Hint 2: They are a data-driven lead generation partner, connecting contractors with homeowners who are planning projects and ready to begin.
Hint 3: Their system delivers high-intent leads, branded programs, and performance-optimized calls.
Hint 4: They provide a full solution that includes homeowner financing options to help contractors close more jobs and scale faster.
Hint 5: Every channel is built to create trust, increase conversions, and drive revenue growth for modern home service businesses.
Don’t just build a sales team. Build a sales team the right way the first time around. Your future self will thank you.
How do you feel about today's newsletter? |
👊 John
Disclosure: Some of the content and links in this newsletter are sponsored or affiliate links, which means we may receive payment or earn a commission if you click through or purchase. However, all opinions expressed are entirely my own.
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