Is Craft Worth It? ROI Breakdown + What You Actually Get for $18K

Let me save you some time: Craft costs around $18,000-$24,000 per year for a 10-rep team.

That's not cheap. Especially when they won't let you test it first (no free trial), won't publish pricing (you have to book a demo), and lock you into a 12-month contract.

So the question isn't "Does Craft work?" It's "Is it worth $18K when cheaper alternatives exist?"

I ran the numbers. Talked to users. Compared it to Rilla, Siro, and SalesAsk.

Here's what I found.

What You Get with Craft (The Basics)

Before we talk ROI, let's clarify what you're actually buying.

Core Features

1. Call Recording & AI Transcription

Craft's mobile app records in-person sales calls (with customer consent) and transcribes them automatically. Speaker identification included. Standard stuff for any modern sales coaching platform.

2. AI Coaching & Scorecards

After each call, Craft's AI grades your rep on your sales process—discovery, objection handling, closing. It flags missed opportunities and suggests improvements.

3. Manager Dashboard

Managers get team leaderboards, call review tools, and coaching note tracking. You can see who's crushing it and who needs help.

4. CRM Integration

Craft syncs call data to Salesforce, HubSpot, and Pipedrive. Your recordings tie back to customer records.

That's the baseline. Nothing groundbreaking, but solid execution.

What's NOT Included

Here's where Craft falls short compared to competitors:

• No real-time coaching — Craft only does post-call analysis. If you want live prompts during the call (like Rilla or Siro offer), Craft doesn't have it.
• No free trial — You commit before testing. Big risk if your reps hate it.
• Email + chat support only — Phone support is likely enterprise-only. If your app crashes on a busy sales day, you're waiting for an email response.
• Weak ServiceTitan integration — Siro is the official ServiceTitan partner. Craft's integration is basic.

How Much Does Craft Actually Cost?

Craft doesn't publish pricing, but here's what the numbers look like based on competitive benchmarking and user reports:

Estimated Pricing

• Starter (5-10 users): ~$150-$200/user/month → $9,000-$12,000/year
• Growth (11-25 users): ~$120-$150/user/month → negotiable
• Enterprise (26+ users): ~$100-$120/user/month → custom pricing

Hidden Costs

• Onboarding: $2,000-$5,000 (custom scorecard setup, CRM integration, manager training)
• Annual contract lock-in: No month-to-month option
• Support upgrade: Phone support may cost extra (or be enterprise-only)

What a 10-Rep Team Pays

Year 1:

• Platform: 10 reps × $150/month × 12 months = $18,000
• Onboarding: $3,000 (realistic estimate)
• Total Year 1: $21,000

Year 2+:

• Platform: $18,000/year
• Total Year 2+: $18,000/year

That's the all-in cost. If you add seats mid-contract, expect overage fees.

Is Craft Worth the Price? ROI Breakdown

Now the real question: Does $18K-$21K deliver enough value to justify the cost?

Let's run the math.

ROI Formula

ROI = (Revenue Increase - Platform Cost) / Platform Cost

Example: 10-Rep HVAC Team

Current State:

• 10 reps
• 20 jobs/rep/month = 200 jobs/month total
• 30% close rate → 60 sales/month
• $8,000 average ticket → $480,000/month revenue

Craft Cost: $21,000 first year (including onboarding)

Scenario: +2% Close Rate Improvement (Conservative)

Even a small bump matters. Here's what +2% looks like:

• 30% → 32% close rate
• 200 jobs → 64 sales/month (+4 sales)
• 4 extra sales × $8,000 = +$32,000/month = +$384,000/year

ROI Calculation:

• ($384,000 - $21,000) / $21,000 = 1,729% ROI
• Payback period: ~20 days

The Math: Even Small Gains = Massive ROI

If Craft helps you close just 2-3 extra jobs per month, it pays for itself in under 30 days.

That's the power of field sales coaching. The marginal cost is tiny compared to the revenue upside.

But here's the catch: every other platform delivers the same ROI at a lower cost.

Craft vs. Alternatives: ROI Comparison

Let's compare Craft to Rilla, Siro, and SalesAsk using the same 10-rep HVAC team scenario (+2% close rate improvement).

Platform	Annual Cost	Revenue Gain	ROI	Payback Period
Craft	$21,000	+$384,000	1,729%	~20 days
Rilla	$24,000+	+$384,000	1,500%	~23 days
Siro	$21,600	+$384,000	1,678%	~21 days
SalesAsk	$11,880	+$384,000	3,131%	~11 days

Key Takeaway

All platforms deliver massive ROI if they improve close rates by even 2-5%.

But SalesAsk offers the fastest payback because it's 40% cheaper ($11,880 vs. $21,000).

Same core features. Same outcome. Half the cost.

Who Is Craft Best For?

Craft isn't a bad product. It's just expensive and restrictive. Here's who it makes sense for:

Craft is a good fit if:

• You're an established home services company (15+ reps minimum)
• You have budget for $18K-$24K/year
• You're willing to commit to 12 months without testing
• You want a polished, enterprise-grade UI
• You don't need real-time coaching (post-call analysis is enough)
• You're okay with email-only support

Skip Craft if:

• You're a smaller team (under 15 reps) — pricing doesn't pencil out
• You want to test before committing (no free trial)
• You need phone support for urgent issues
• You want transparent pricing without a sales call
• You need real-time coaching during appointments
• You use ServiceTitan (Siro is the better pick)

The Best Alternative: SalesAsk

If Craft's pricing or lack of trial is holding you back, SalesAsk is the obvious choice.

Why Contractors Choose SalesAsk Over Craft

1. 40% Cheaper

$11,880/year (10 reps) vs. $21,000 with Craft. That's $9,120 in savings.

2. Free 14-Day Trial

Test it risk-free. If your reps hate it, walk away. No penalties.

3. Transparent Pricing

No demos. No negotiations. Just straight numbers on the website.

4. Phone Support Included

When your app crashes at 4 PM on a Friday, you can call someone. Not wait until Monday for an email.

5. Faster Setup

1-2 days vs. 2-4 weeks. No lengthy onboarding. You're live same-day.

6. Same Core Features

AI coaching, scorecards, CRM sync, manager dashboard. Everything Craft offers, minus the enterprise bloat.

SalesAsk ROI Example (Same 10-Rep Team)

Cost: $11,880/year

Scenario: +2% close rate improvement

• +$384,000/year revenue
• ROI: 3,131%
• Payback: ~11 days

That's nearly twice the ROI of Craft, simply because the cost is lower.

Real Contractor Feedback

"We looked at Craft, Rilla, and SalesAsk. SalesAsk had the best price-to-value ratio—same features, half the cost, and we could try it free for 14 days. No-brainer."

— Roofing contractor, 12 reps

Final Verdict: Is Craft Worth It?

Yes, if:

• You're a 15+ rep team with budget for $18K+/year
• You're willing to commit to 12 months without testing
• You don't need phone support or a free trial
• Post-call coaching is enough (you don't need real-time)

No, if:

• You're under 15 reps (pricing is too high)
• You want to test before committing (no trial = big risk)
• You need phone support for urgent issues
• You want transparent pricing
• You want the best ROI (SalesAsk is 40% cheaper with same results)

The Bottom Line

Craft works. But it's expensive, restrictive, and lacks transparency.

If you're comparing options, ask yourself: Do I need enterprise software, or do I need results?

Most contractors find that transparent pricing + lower cost + phone support beats "enterprise pricing + email-only support + no trial."

But you should decide for yourself.

Ready to see the difference?

Start free trial →

Compare SalesAsk vs. Craft →

Related Resources

• HVAC Sales Coaching
• AI Sales Coaching Platform
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