491: Your Roofing Closing Rate Is Wrong with John DeLaurier | Roofing Business Health Check

Most roofing contractors believe they know their closing rate. The problem is that they are usually calculating it incorrectly—or relying on gut feeling instead of accurate numbers. In this episode, Dave is joined by former Roofer Show co-host John DeLaurier from ProLine to examine the sales leg of the Roofing Business Health Check. They explain why “we need more leads” is often the wrong diagnosis, what a CRM should actually do for a roofing contractor and which numbers belong on a useful sales dashboard. ### You’ll learn: - Why most contractors don’t know their true closing rate - The difference between an inquiry, qualified lead and presented proposal - Why open quotes make closing rates misleading - How missed calls and slow follow-up waste marketing dollars - Why every opportunity needs a clearly documented next step - What a properly configured CRM should automate - Which sales numbers should appear on the owner’s dashboard - Why a low closing rate may indicate bad leads, poor follow-up, weak sales skills or incorrect pricing - Why an unusually high closing rate can also signal a problem - How average job size, sales cycle and conversion rates help forecast future revenue - Why accurate sales numbers are essential to the Roofing Business Health Check The takeaway is simple: You cannot accurately diagnose a sales or marketing problem until you can trust the numbers in your CRM. ### LINKS AND RESOURCES: **Roofing Business Health Check:** https://theroofercoach.com/health-check **Learn more about ProLine and use code DAVE50:** https://theroofercoach.com/proline **Learn more about SMA Support:** https://theroofercoach.com/smasupport **Schedule a strategy call with Dave:** https://davesullivan.as.me/consulting-call *About The Roofer Show* *The Roofer Show Podcast helps roofing contractors grow their businesses, make more money, and have more free time.* *Hosted by Dave Sullivan, The Roofer Coach, the show shares practical advice on roofing sales, marketing, operations, leadership, and financial management.*