How a home improvement leader lifted close rates and rep retention with SalesAsk

“We could see the deals. We couldn’t see what happened inside the conversations.”

Like every home improvement company, American Remodelers depends on what happens in the in-home consultation. The estimator walks in, walks through the inspection, presents the options, anchors the price, asks for the close. Get any one of those wrong and the deal walks out the door.

But the leadership team had visibility into the deals — not into the conversations. They saw “deal lost” in the CRM. They didn’t see the 14:32 moment when the estimator skipped the financing pitch or the 22:10 moment when they didn’t differentiate against the competing quote.

Manager ride-alongs covered maybe 1 in 50 visits. The other 49 — the ones that actually decided revenue — happened invisibly.

The company needed three things:

• Visibility into every conversation, not just the ones a manager could ride along on
• Coaching that landed with the rep, not just data their manager had to act on
• Self-study material for new and developing reps — without forcing the leadership team to be in the room

“A huge increase in closing percentages. A huge increase in retention. The whole business is better.”

Outcomes:

• ‍Closing percentages up “We’ve seen a huge increase in our closing percentages.” Across the team, estimators closed more of the deals they walked into — turning more first visits into signed contracts.‍
• Sales rep retention up “We’ve seen a huge increase in the retention of our salespeople.” Reps who get specific, actionable, and timely coaching stay longer. Top performers see what’s working; newer reps ramp faster.‍
• Business retention up “As well as the retention of our business.” Better-coached estimators don’t just close more — they close better. Higher-quality installs, fewer warranty issues, stronger word-of-mouth.

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“We get to use it as a virtual ridealong with every one of our salespeople.”

American Remodelers deployed SalesAsk across their entire sales team. Every in-home visit gets recorded on the estimator’s phone, transcribed, and reviewed by Coach Dean — SalesAsk’s named AI sales coach.

Three things changed how the team works:

1. ‍Virtual Ridealongs replaced physical ones Instead of leadership spending Fridays in the truck, they pulled up any visit, any rep, any deal from their desk — full audio, transcript, and Coach Dean’s notes pre-attached. Eight-minute reviews replaced eight-hour ride-alongs.
2. Coach Dean coached the rep directly After every visit, Coach Dean wrote specific feedback to the estimator — tied to the exact moment in the conversation. The rep saw it before their next appointment. No bottleneck through the manager.
3. The CSM team became an extension of theirs SalesAsk’s customer success team — led by Jordan and her group — handled the technical integration with American Remodelers’ existing CRM and processes. Setup was handled. The team focused on selling.

“SalesAsk — Jordan, her entire team — incredibly helpful. They’ll give you anything you need in terms of support and all the tech stuff that they need to plug into your existing program.” — Ian Foltz

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