The Three Sales Roles Every Restoration Company Needs

If you’re looking to grow your restoration business, understanding and mastering these three sales roles is a must.

I think there are three different sales to be made in a restoration business. You might disagree, and I’m curious to hear your feedback, but after years of coaching in this industry, I’ve broken it down into three distinct buckets.

If you miss any one of these, you don’t have a job. Let’s walk through them.

Sale #1: The Lead Generator

The first type of sale is the work you do to make the phone ring. There are a dozen different ways to do this:

• Networking and building local relationships.
• Hiring a dedicated sales rep.
• Pay-per-click (PPC) and Local Services Ads (LSA).
• Lead gen and SEO companies.
• Building a plumber referral program.

You have to do something to get the lead into your system. I like to think about this as lead generation diversification. You don’t want to be beholden to just one source—like a TPA or a specific algorithm. A great combination includes a little bit of everything to keep your pipeline steady.

Sale #2: The Setter (The Intake Call)

Once that phone actually rings, the second sale begins. This is the "setter." When a lead calls, you better do a darn good job on that intake.

I’ve talked before about the three elements that make this call strong: Empathy, Confidence, and a sense of Urgency. You have to get that person scheduled the very first time they call you. If you tell them, "We’ll have someone call you back," you run a massive risk of losing the job to the next company they call.

Sale #3: The Closer

The third sale is the person going out to the home or commercial property and getting that work authorization or contract signed. This is the closer.

Think about the stakes here: You can do a great job on the first two steps, but if you blow it on the third, you still don't have a job. Conversely, you can have the best closer in the world, but if the "setter" blows the phone call, the closer never even gets a chance to walk through the front door.

A Closer Look at Lead Generation & Field Sales

I want to circle back to that first sale: Lead Generation. While I'm not opposed to any method, I’m a huge fan of having a salesperson out in the field making real sales calls.

It is one of the best ways to build relationships in your local community so you aren't stuck relying solely on lead gen companies or tech algorithms. However, it can be a lonely job. Salespeople get shut down throughout the day, and they need a way to stay fueled up.

That’s why I built the Restoration Sales Academy (RSA) about four years ago. It gives your sales team a peer network and a weekly community. Hearing from others who are facing the same challenges keeps them fired up and motivated to keep asking for work.

Summary

Take a look at your business through these three buckets:

1. Lead Generation: What are you doing to make the phone ring?
2. The Intake: Are you closing the appointment on the first call?
3. The Closing: Are you getting the contract signed on-site?

If you want to learn how I help my clients master these steps to get more profitable and reduce the chaos in their business, just book a call with me. There’s no pressure. At the very least, I guarantee you’ll come away with some action items to make your business a little bit better.

I'll see you in the next video.