The #1 Mistake Home Services Companies Make With Their Sales Teams

Dear Company Owners,

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Here’s a scenario we see all too often: your sales team is expected to both find leads & close deals.

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Sound familiar? While it might seem like a money-saving strategy, paying sales reps to generate their own leads is a losing proposition. 

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If this is your approach, you’re burning resources—and here’s the truth: 25-50% of your sales budget should be dedicated to lead generation, not DIY prospecting.

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Why Relying on Sales Reps to Generate Leads Fails-

1. Cold Calling Isn't Their Strength

   Your sales reps are closers, not cold callers. At Bravo, we know firsthand how tough cold calling can be—it’s a specific skill that takes time, persistence, and expertise. When your closers are forced into a prospecting role, they're wasting time chasing leads instead of closing them.

2. Cold calling, emailing, following up

   It’s not just about dialing numbers or sending emails. It’s about strategically reaching decision-makers with a targeted approach. Sales reps rarely have the bandwidth or the data insights to do this effectively.

3. Multichannel Outreach Is a Full-Time Job

   Effective lead generation today involves more than just phone calls. It’s about multichannel outreach, from emails to social media, combined with follow-ups that don’t get ignored. If your team isn’t dedicating full-time attention to a diverse outreach strategy, they’re not reaching the volume or quality of leads they need to succeed.

4. Sales Teams Should Focus on Closing

   The average sales rep closes at a much higher rate when they're working with pre-qualified leads. By expecting them to do the legwork to find prospects, you’re slowing down your entire pipeline and paying premium salaries for non-premium tasks. This can cause sales cycles to drag out and results to stall.

What’s the Fix?

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1. Invest in High-Quality Lead Generation
Bravo knows that consistency is key. Rather than stretching your sales team thin, allocate 25-50% of your sales budget toward professional lead generation services—whether that’s cold calling, email marketing, or a mix of both.

By outsourcing, you ensure your closers always have a pipeline of warm leads ready for conversion.

2. Free Your Sales Team to Do What They Do Best
You hired your sales team to close deals. Let them! With a steady flow of vetted leads from professional outreach channels, they can focus on turning opportunities into sales without distractions.

3. Partner with Experts
At Bravo, we specialize in multichannel outreach for companies just like yours. Our focus is on booking appointments and delivering high-quality leads, so your sales team can focus where it counts.

With the right lead-generation strategy in place, you’ll see shorter sales cycles, more closed deals, and faster growth.

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Don’t Leave Money on the Table

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If your sales team is burning time and energy on low-value tasks like cold prospecting, it’s time to rethink your strategy.

Let’s discuss how we can build a lead generation machine that fills your sales pipeline with ready-to-close opportunities.

Best Regards,
John Plumstead
The Bravo Company

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