I love studying what I call Bright Spots—sales reps who significantly excel. These high performers aren’t doing anything wildly different— just a few different key behaviors and they don’t even realize it.
Two Reps + 2,000 Miles Apart + 2X the Sales
The average Stone Fabricator closes 35% of (direct-to-homeowner) quotes. That means for every 100 quotes, 35 become an order. The other 65 get trashed. Now, every trade magazine, sales seminar, and conference will tell you the same thing; 35% is the best you can do.
Until now…
Meet Braedon, a sales rep in Utah, who consistently hits a 65%-70% close rate. Then there’s George, another top performer in Ohio, also closing at 65%. Both consistently outpacing their teams of about 6 Sales Reps.
When the close rate is 35%, prospects say “Yes” within7 days.
MyBright Spots George and Braedon…. prospects take 28 days to say “Yes”
How does 28 days help achieve a 65% close rate (2x the Sales)?
- I listened to their sales calls—nothing stood out.
- I checked their average order size—nope, they weren’t discounting.
- Cherry picking the easiest customers?—nope, same mix as everyone else.
Then I looked at their customer’s journey—the engagement from Quote to Order.
And BAM—I found it. These guys weren’t selling. They were guiding, engaging, and following up consistently. But not with that weak “Do you have any questions about the quote?” sauce. They were educators, solving problems over a month having conversations like this:
- “Hey Jerry, I know it’s important for you to have your countertops in by Easter. What can I answer to help you make an informed decision?”
- “Susan, I know we couldn’t find exactly what you were looking for during your visit, but I did some digging and think I found something you’d love. Can I text you a picture?”
- “Dave, I remember your wife wanted a waterfall edge but wasn’t sure how it would look in your space. I pulled up a couple of past projects with a similar layout. Can I send them to you?”
Still Skeptical? ‘THE STONE-COLD TRUTH’
My buddy Ed Young, The Fabricator Coach, puts it best:
“Most of your competitors have access to the same materials at similar prices. If you’re selling quartz, there’s nothing stopping the shop down the street from carrying the exact same slab. Even in natural stone, unless you’re importing directly, your product is not unique. Having a strong unique sales process makes you stand out.”
Still Not a Believer? Check for Yourself
Export a month of orders and check. I’ll bet you a steak dinner that if your average close rates are 35% or lower, your ‘Time-to-Close’ is under a week. In-home is another universe and doesn’t count… 🤣
Now, if you want a turnkey system that activated George’s and Braedon’s potential—I know a guy😉. And if you’d rather take the DIY route, try my AI insight to give your team a HeadStart.
AI Insight #8:“I own a Stone Fabrication business, and our web address is {www.yourwebsite.com}. Give me 10 engaging examples my sales reps can use to follow up with prospects after they go home with a quote. Avoid ‘just following up on the quote.’ What questions can I answer to refine your response?”
Unfortunately, I’ve hit my 2 Minute Limit so look for Reason #2
next Onyx Edge.
PS: Help Me Pick a Name for This Phenomenon! What’s your favorite?
1️. The 2X Patience Principle
2️. Patience Pays Principle
