In June of 2008, the financial markets went into a “tail-spin” as
the country experienced the worst recession on record since
the great Depression in the 1930’s.
Gregg Wallick owner of Best Roofing; a South Florida-based
commercial roofing contracting company, along with every
other business, started shedding overhead, cutting margins,
and trying to ride out the financial storm. After about a month
of sleepless nights and having exhausted every idea possible on
how to make some sales, Wallick hired a professional sales
coach, in the hopes that they would be able to see areas that he
was missing. The coach said, “Before we get started let me ask
you a few questions”:
“HOW ARE YOU MANAGING YOUR SALES TEAM’S BEHAVIOR?”
Wallick’s answer: “What are you talking about? We measure
results. Eat what you kill.”
“WE TOOKOUR CLOSING RATIO FROM
18% TO 35%”
““DO YOU HAVE A DEFINED SALES PROCESS?”
Wallick’s answer: “Sort of… they should know what to do, I
“DO YOU HAVE A CRM TO TRACK SALES ACTIVITIES ?”
Wallick’s answer: “Everyone is doing their own thing
Best Roofing’s sales strategy, like most other specialty
contractors, believed that “throw enough against the wall and
something will stick.” However, Best Roofing’s selling strategy
was in reality, a pricing strategy. Best Roofing, like so many
other specialty contractors, was a professional “bidding and
begging organization.” They had no clue what it meant to
prequalify, find the decision maker, manage their pipeline, and
monitor the closing ratio.
After a few sessions with the sales coach, Wallick realized that
with a more calculated approach his company could bid less
and capture more by following a strategic selling CRM.
What We Did
We put Followup CRM in place that met Gregg’s requirements.
The system must standardize the selling process. Everyone
must follow the same work flow requirements.The system must
be easy to learn and easy to use. He wanted the users to feel
the system helped them be more efficient and effective vs.
something that hindered their performance and slowed them
down. The system needed to promote teamwork and tracked
workflow from the time a lead comes in, to the time of takeoff,
estimating, and sales presentation and follow up. The system
needed to be cloud based, so that the system could be accessed
from any where that had internet access.
He wanted everyone involved in any aspect of the selling
process to have a Dashboard report that showed each user
when tasks were due to ensure that they never missed a
deadline or bid date.The system must have the ability to bid to
multiple general contractors and keep things organized.
No more sales reports required from the sales people. The
system needs to do all the reporting. Let the sales people sell!
“FOLLOWUP CRM HELPS ME MANAGE MY SALES TEAM AND TRACK ALL MY LEADS, OPPORTUNITIES, AND CLIENTS EASILY. I DON’T KNOW WHAT I WOULD DO WITHOUT IT.“
“WE HELPED INCREASE THEIR CLOSING
RATIO FROM 5% TO 35%”
Every bid cost time and money to produce. The chart below
shows the cost per bid at $500 in overhead per bid. If you take
your closing ratio from 10% to 30% then you save 83,333 to get
your target of 100 jobs!