Contractor Sales & Pipeline Diagnostic

A contractor sales diagnostic is a focused, fixed-fee analytical engagement that audits how leads come into a construction business, how they move through the pipeline, and where the money is leaking on the way to a signed contract. The deliverable is a ranked lead-source ROI table with cut/double-down verdicts per source, funnel conversion rates, a speed-to-lead analysis, and a 5-touch follow-up sequence template you can drop into your CRM, email, or phone immediately.

The math behind this engagement: home improvement leads cost $400 to $850 each in 2025, even the best contractors close only 30 to 40% of quoted leads, 80% of sales require five or more follow-ups, and 44% of contractors give up after one. MIT research shows that responding to a lead within 5 minutes converts at roughly 9× the rate of responding within 1 hour. This diagnostic measures all of those numbers against your real data.

This engagement is not running marketing campaigns, managing paid ads, building a CRM, or generating leads. It is analytical — measure what's working, what isn't, and rank what to cut.

The sales diagnostic is built for:

• Construction businesses doing $250K to $10M in annual revenue
• Owners whose sales feel like feast or famine
• Contractors who can't say with confidence which lead sources actually pay off
• Businesses that have been doing paid advertising (Google Ads, Facebook, HomeStars) without measuring ROI per channel
• Owners who think they should be closing more of the leads they already get

This is the right starting engagement if you're saying any of these out loud:

• “My pipeline is either too full or empty — nothing in between.”
• “We pay for Google Ads / Facebook / HomeStars but I don't know if they work.”
• “Referrals are great but we can't rely on them.”
• “We send quotes and never hear back.”
• “I have leads but I'm not closing what I used to.”

If you're more concerned about profit on the work you already have, see the Profit & Accounting Diagnostic. If the owner is the operational bottleneck, see the Systems & Operations Diagnostic.

• A ranked lead-source ROI table — cost per lead, cost per won job, gross profit per source, with cut/maintain/double-down/test verdicts
• Your funnel conversion rates — Lead → Site Visit → Quote → Won, with the leakiest stage identified
• Your speed-to-lead score — how fast you respond to inbound inquiries, with conversion rates per response-time bucket
• A quote review comparing 3 won and 3 lost quotes from the last 6 months — what was different in price, presentation, and follow-up
• A follow-up cadence audit — current vs. recommended, with the 5-touch sequence ready to deploy
• A pipeline health snapshot — pipeline coverage ratio against your revenue target
• A top-three priority action plan for the next 90 days
• Two populated reusable tools — the lead-source ROI tracker (yours to use ongoing) and the 5-touch follow-up sequence template

• Intake review of your last 12 months of leads, marketing spend, and sample quotes
• Optional 30-minute call with whoever handles your sales follow-up (estimator, office manager, or you)
• Lead source ROI analysis with full ranking and verdicts
• Funnel and close-rate audit (Lead → Site Visit → Quote → Won)
• Speed-to-lead audit with bucket analysis (5 min, 1 hr, 24 hr, 24+ hr)
• Quote comparison — 3 won vs. 3 lost, side by side
• Follow-up cadence audit and recommended 5-touch sequence
• Pipeline health and coverage ratio analysis
• 60-minute findings call, recorded and transcribed
• Written report (~8–12 pages) with prioritized 90-day action plan
• 30-day free check-in call after delivery

• Last 12 months of leads — a spreadsheet, CSV export, or screenshot of your CRM. For each lead: date received, source, estimated value, status (won/lost/dead/quoted), response time
• Last 12 months revenue by source (or just total revenue — we'll reconstruct from leads)
• Marketing spend by channel for the last 12 months (Google Ads, Facebook, signage, SEO, sponsorships, vehicle wraps)
• Your current quoting process in bullets — how you price, what you send, who delivers it, follow-up cadence
• 3 won quotes and 3 lost quotes from the last 6 months (anonymized if you prefer)
• One paragraph on what a good sales month looks like vs. a bad one

If your lead data is non-existent (no CRM, no spreadsheet, no record of who came in last year), the engagement pauses for a 60-day “track everything” period using a provided template. We do not run the diagnostic on guesses.

Fee: $1,500 CAD, fixed. GST/PST extra where applicable.

Payment: 50% on signing ($750). 50% on delivery of the written report ($750).

Refund policy: Full refund if intake review reveals the engagement isn't a fit. No refunds once analysis begins.

Credit toward coaching: 50% of the diagnostic fee credited toward a coaching package if you engage Tumbleweed Consulting for coaching within 30 days of receiving the report.

• Marketing campaign or paid ad management — referrals if needed
• CRM implementation or migration — recommended, not built
• Sales call training for your team — that's coaching engagement work
• Lead generation services — Eddy will not sell you leads
• A guarantee of any specific close-rate improvement — most clients see 5–15 percentage point lift within 90 days, but execution depends on what you do with the findings