An anonymized sample from a real engagement with a US roofing contractor. Every script, protocol and process we put into a client’s team, organized by the five stages of the sales process. In the real handover every card links to the live document.
How the pipeline gets filled.
Door-to-door opener through to booking the inspection, written for the client’s local market.
Post-job call 14 days after close: satisfaction check, Google review, then the referral ask.
Calling 1 and 2 year old roofing customers to open windows and doors work.
How an inbound inquiry becomes a warm, booked appointment.
Receptionist script with three discovery questions, branched for roofing, windows and doors.
What happens to every incoming call, from pickup to CRM record, so no lead sits unanswered.
Answer ratio, speed to answer, callback time, abandonment and occupancy, tracked daily.
How the conversation is run once the rep is in front of the homeowner.
The full appointment: connection, situation and problem questions, consequence, then the close.
One-page short version of the script the rep carries into the appointment.
Swaps stages 9-11 of the script: sells the process, not a price, before the adjuster meeting.
How the outcome is worked once the estimate is out.
A defined cadence per outcome, with the script for each step, so follow-up stops depending on mood.
Two rules plus a six-stage note template, so the pipeline in the CRM matches reality.
How contact is kept and cold pipeline is brought back.
The rep calling back his own estimates that went quiet, against a $2.57M open pipeline.
12-page playbook for reactivating open estimates a departed rep left behind, with 8 status variants plus voicemail, text and email follow-ups.
The weekly cadence that keeps the system alive after the engagement ends.
Targets with defined consequences at 30, 60 and 90 days, so a missed number means something.
Daily activity per rep and one heartbeat number every Monday. Rebuilt as a multi-month sheet.
The same 30-minute agenda every Monday: activity numbers and commitments, nothing else.
45 minutes of rep-led deal coaching on Wednesday, gated by a mandatory Friday submission.
The 30/60/90 ramp with sign-off gates, setup checklist and activity targets, built before the next hire starts.
The shared folder where reps upload their appointment recordings, so call review works off real calls and not memory.
The whole system hangs off one weekly rhythm: Friday submission, Monday sales review on the numbers, Wednesday pipeline review on the deals. Every script and standard on this page plugs into that cadence. All documents live in one shared Drive folder, so nothing here depends on finding an old email.