When an owner tells me sales are down, the first thing I want to see isn't a sales call. It's the numbers. Five of them, usually straight out of ServiceTitan or whatever you run on. They tell me where to look before I ever get in the truck.
1. Booking rate
Of the calls that could have turned into an appointment, how many did? If the phones ring and the board stays light, the problem might be in the first two minutes of the call, not at the kitchen table. Listen to a few recorded calls. You'll hear it fast.
2. Close rate
Sold jobs divided by sales opportunities your advisors actually ran. Look at it by advisor, not just as a shop. A big gap between your best and your worst usually means the process lives in one person's head.
3. Average ticket
If close rate looks fine but revenue doesn't, check the average ticket. A low number often means people are only presenting the cheapest fix instead of laying out real options.
4. Tech-generated leads
How many replacement or upgrade leads come out of your service calls? If your techs run a lot of calls on old equipment and turn in almost nothing, those customers are buying from somebody else.
5. Callback rate
Return trips for the same problem. It's not a sales number, but it kills reviews, referrals and tech morale, and every callback is a truck that isn't running a paying call.
Pick a few numbers, look at them every week, and put a name next to each one.
Make it a weekly habit
None of this works if you look once a quarter. Put these on a simple weekly scoreboard, go over it with the team in fifteen minutes, and decide one thing to fix that week. If your software isn't set up to give you these numbers cleanly, that's the first thing to fix.