Sales Operating Plan

The Problem Isn't the People — It's the System.

We have good reps in the field. What we don't have is anything behind them — no tracking, no plan, no way to see who's winning. Here's how we build the system, then scale the team across all 11 locations.

See the plan → Our footprint & market
01 Where We Are

Selling hard — flying blind.

Sales is our only source of revenue. Right now it runs on hustle and memory, not a system. That works with three reps. It will not scale.

Where we are today

Selling without a system

✕
No system — nothing is logged or tracked
✕
No plan, targets, or shared playbook
✕
No visibility into the day-to-day
✕
No way to reward top performers or spot who's stuck
✕
Accounts walk out the door when a rep leaves
What a real system looks like

Everyone set up to win — and visible

✓
A restoration CRM with every rep's accounts in one place
✓
Visits logged from the field, location-confirmed (no time clock)
✓
A simple weekly activity target everyone works toward
✓
Live dashboard: visits, time in field, coverage, pipeline
✓
Weekly 1:1s — coaching, not policing. Owners look in anytime
You can't scale a team you can't see. Hiring more reps before there's a system just burns cash. We build the system first — then every hire after that pays for itself.
02 The Team

Three roles — each tracked the way that fits the job.

We don't track everyone the same. A relationship rep and a fire chaser do completely different work, so we measure them on completely different things.

Relationship

Sales Reps

Build referral relationships — find, close, and maintain their own accounts (agents, adjusters, property managers, plumbers).
How we trackLight touch — no GPS, no clock. They log every call & meeting. Judged on logged activity + jobs closed.
Speed

Fire Chasers

Chase active losses — monitor fire & flood events and get to the scene fast. The first qualified company on site wins the job.
How we trackTracked through Raven (required). The number that matters is response time to calls — speed wins the work.
Retain

House Accounts

Manage built-up accounts we assign, for a % of the jobs they produce. A free book — keep it warm with value.
How we trackTouchpoint cadence (below). Miss it and the account flips Goasted; ignored accounts get reassigned.
The Touchpoint Rule
For sales reps & house accounts — simple, controllable, easy to check.
A touchpoint on every account at least every 2 months.
In person twice a year — show up, bring the Dunkin, stay a face not an email.
A cold email or text with no response doesn't count — it has to land.
Any miss gets raised at the weekly meeting.
Ignored or repeatedly missed → the account is reassigned.
How We Keep Track
Everything in one place, reviewed every week.
Every visit & touchpoint logged — date, account, type, in-person or not.
Fire chasers' response times live in Raven — speed to the loss is the scoreboard.
The manager reviews it weekly and coaches the gaps.
Miss an account's cadence and it flips GOASTED — flagged before it goes cold.
Owners can look in anytime and see any account's status.
What a Touchpoint Can Be
Give them a reason to remember you — value, not "just checking in."
Winter "stop the burst" dropHand PMs a freeze-prevention checklist: insulate exposed pipes, hold heat ≥55°F, seal gaps, drip faucets, watch vacant units.
Seasonal prevention tipsStorm prep, mold-season checklist, roof & gutter reminders — useful info that keeps GSR top of mind.
Lunch-and-learns / CE classesContinuing-education sessions for agents & adjusters — positions GSR as the expert in the room.
Small, in-person momentsCoffee, Dunkin, golf, a 4–10 person event. Relationships are built between jobs, not during them.
Why it pays: water & freezing damage is roughly 22% of commercial property claims (~$24K average loss) — so a prevention drop is genuinely useful. And reps who host small events see about 75% of those agents refer work within a year.
An example of the roles, cadence & tracking — a proper system will be built and tailored to GSR.
03 Compensation

Pay that protects margin and rewards production.

The rep's cut moves with how expensive the lead source is — so even the tighter-margin deals still work for everyone.

Commission structure

Source of jobTo SourceTo RepSales Head
Property Manager0%10%10%
Insurance Broker10%8%10%
Public Adjuster20%6%10%
Other (per deal)15%7%10%

Who we hire

Who we hireSalaryAll-in cost
New$52K~$70K
Established Sales$65K~$85K
Established Industry$78K~$105K
Established Restoration$94K~$125K
Established + Book$130K~$165K
Sales Expenses — what each rep gets on top of pay
Car / auto allowance Fuel card Phone Tablet Expense account

Where the market sits

What competitors pay field sales — uncapped commission is standard, top performers clear $200K+, and turnover (~35%) makes pay the #1 retention lever.

Paul Davis
$76–138K
company vehicle + commission
ATI
$80–84K
base + commission
First Onsite
~$139K avg
base $60–110K + comm
BluSky
$117–206K
top earners ~$265K
BELFOR
$92–110K
base + bonus
Cotton
$62–300K
uncapped commission
04 Our Footprint

11 locations sitting on top of a multi-billion-dollar market.

Every pin is a GSR location, and the ring around it is its 100-mile service radius — so Columbus, IN reaches Indianapolis, Louisville, and Cincinnati, not just the city. The number is the estimated restoration market inside that radius. Tap any location for detail.

Within 100 miles of our locations$9.4B
≈105M people live inside a 100-mile service radius of a GSR location (overlapping NY-area markets counted once, so we don't double-count).
Tap a location to see its 100-mile reach.
Each location's figure estimates the restoration market in its county, based on local population and typical restoration spend. These are planning estimates — not booked revenue. U.S. restoration is a tens-of-billions-per-year market.