Free playbook
Your best location closes 65%. Your worst closes 35%.
That 30-point gap comes down to what gets said in the home, and it shows up in the same four moments every time. The Standardization Playbook shows multi-location operators where the gap opens, what top performers do differently, and how to close it in ninety days.
Updated October 2026
1,000+ sales teams rely on SalesAsk.
What is inside
Eleven chapters, and four of them you can use this week.
The full contents run from the gap itself to a day-one to day-ninety rollout, with case studies from Taylor Morrison and Kitchen Tune-Up and a read on what PE consolidation is doing to the trades. These four are the ones operators quote back to us.
Your top location closes 65%, your worst closes 35%, and the ACCA puts the average contractor at 43% of estimates. This chapter shows why that spread sits in the conversation, where training can actually reach it.
An eight-location HVAC platform, 15 replacement visits per location per week, a $14,000 average ticket. Ten points of close rate is $8.4M of revenue and $7.5M of enterprise value at a 6X multiple.
Four moments decide the sale: financing, the price objection, the second-opinion stall and the add-on. 63% of reps forget financing, and mentioning it moves close rates from 38% to 49%.
Setup in week one on the phones your reps already carry, baselines by weeks two to four, and a 10 to 15 point close-rate lift by week twelve. Written as a rollout you can run yourself.
Read it before you give your email
Chapter one is on this page, in full.
No form in front of it. If it is worth your time, the form gets you the other ten chapters as a PDF. If it is not, you have lost two minutes and kept your inbox.
The gap you are already paying for
Your top location closes 65% of its estimates. Your worst closes 35%. Same brand, same pricing, same marketing spend, same product. That 30-point gap comes down to what gets said in the home.
The industry benchmark backs it up. The ACCA puts the average contractor at 43% of estimates closed, and across our own corpus the distance between the top performer and the average performer on the same team runs 25 to 35 points.
Meanwhile the cost of getting a homeowner to the door keeps climbing. The average home services lead now runs $91, up 10.5% year on year, and 69% of businesses report rising cost per lead. You are paying more for the same appointment and converting it at a rate that swings 30 points depending on who shows up.
Both case studies are in the playbook
What changes when every location runs the same conversation.
Appointment-to-contract rate across communities in Texas, Florida, Arizona, California, Colorado and the Carolinas. Management also got half of its review time back.
Coaching visibility across 30+ franchise owners without a single ride-along, with coaching ramp-up 8X faster.
- Where the gap between your locations opens
- The portfolio math behind ten points of close rate
- The four moments top performers handle differently
- A day-one to day-ninety rollout you can run yourself
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FAQ
About the playbook
No. The PDF opens when you submit the form and a copy goes to your inbox. If you want a call, that is a separate button.
Our own corpus of 250,000+ in-person sales conversations, plus industry sources such as the ACCA benchmark of 43% of estimates closed.
Multi-location operators and the people who run their sales teams. The day-one to day-ninety rollout at the back is written for whoever has to run it.
Chapter one is on this page in full, no form in front of it.