New leads a month
Everyone who asked for a quote, a visit or a price in a month, whether they came by phone, form, text or a referral.
Where it lives: the phone log, the CRM, the form inbox. A rough count from last month is enough.
The questionnaire
Send what you have of the four numbers.
Four numbers say whether a home services business is working. Most owners can name one of them from memory. Fill in what you have, leave the rest blank, and one of us reads it the same day and replies once with what we see.
Go to the form
Free. The reply is yours whether or not we work together.
The four numbers, defined.
The same definitions we use on your Monday page, so a number you send today means the same thing in month three.
New sales from them
How many of those leads became a paying job in the same month. Not repeat customers, not upsells on existing jobs. New.
Where it lives: closed jobs or invoices for first time customers. If you cannot split new from repeat, send the total and say so.
What it costs you to sell
Over the last twelve months: salespeople, commissions, sales and marketing managers, the agency, every ad dollar. Not office overhead, not your own pay.
Where it lives: payroll for anyone whose job is selling, plus the marketing lines on the P&L. Your bookkeeper can pull it in ten minutes.
Gross margin
The percent left after materials, crew and equipment on the job. Before office, trucks, insurance and you.
Where it lives: the P&L, as gross profit divided by revenue. If your books do not split job costs out, say so; that is one of the things the working session fixes.
Together they answer one question: what does a new customer cost you, and what is that customer worth. Leads divided by sales is your close rate. Cost to sell divided by new sales is your cost per new customer. Margin says whether the customer was worth winning.
What happens after you send it.
Three things, in this order. Nothing is automated on our side; a person reads it.
One of us reads it
Brian, Deane or Garrett. Not a form queue, not an assistant. If you asked for the confidentiality commitment first, that is what comes back first, signed.
One reply with what we see
The arithmetic on your numbers, where we would look first, and whether we think we can move anything. If we do not, we say so and that is the end of it.
The working session
An hour on your numbers, in person where we can, with observations and options. Not a proposal. It is free either way.
Before you type a number.
- A one page confidentiality commitment, signed by us, running one way. It comes back with our reply, or first if you ask
- Your numbers are read by the three of us and nobody else
- Blank is an answer. A number you are unsure of is also an answer; mark it rough
- Nothing you send is used to sell you anything. The reply is observations, not a proposal
What we won't do with it.
- No sharing, no benchmarking you against a named competitor, no list
- No follow up sequence. One reply, then it is your move
- No pricing in the reply. Price comes after the working session, against what the moves are worth to you
- No judgement about the gaps. Most owners cannot fill in all four, and that is the point
The form.
About four minutes. Numbers can be rough. The only thing we need is a way to reach you.
What it turns into.
If we work together, the four numbers become a page you get every Monday: this week against the same week last year, what ran, and what we did about anything that moved the wrong way. Here is one piece of it, from a 28 year old carpet cleaning franchise.
- The four numbers, this week against the same week last year
- What ran: calls answered, quotes chased, past customers reached, bookings back in the record
- What we did about anything that moved the wrong way
- Numbers that tie to what your accountant sees, to the dollar
Rather talk first?
Fifteen minutes on the phone. You leave with this questionnaire and the confidentiality commitment either way.