Sales are the fuel of your company. Benchmarking your sales process can help you fine-tune your fuel efficiency. Sales process metrics are especially helpful for full-service remodeling companies because they have a unique sales process. Unlike most other enterprises, prospective clients do not know exactly what they want. They may want a new kitchen or an addition, but before they can sign a construction contract you must clarify the project scope. Your sales process includes an intermediate design and planning step that isn't necessary in most companies.
The two systems I have found to be most helpful in managing and improving the sales process are a lead tracking system and a sales department time-tracking system. A good lead tracking system identifies the key steps in your sales process and tracks conversion rates from one step to the next, not just the overall conversion rate from initial inquiry to construction contract. The sales process for a design/build remodeler typically includes these steps: initial inquiry, qualification as target lead, a design agreement and a construction contract. Successful jobs are those that “convert” from one step to the next, following the entire path from initial inquiry through project completion.
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