Only 11% of in-home sales calls got price and the ask right. Here’s where the rest came apart.Only 11% got price and the ask right.
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Free playbook · 2026 edition · For flooring owners & sales managers
For Owners and Sales Managers
Everything that happens between the doorbell and the signature, and how to coach it.
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7
Stages
one appointment sequence, run the same way every time
9
Objections
answered word for word, from first hesitation to flat-out delay
1 in 20
Ride-along reach
the other nineteen appointments happen without you
The problem this solves
None of them are price. Fix any one and your close rate moves. Fix all four and you have a process.
01
The rep quotes a number the homeowner was never prepared for. They say they need to think about it. They were never going to say yes to a surprise.
02
The rep delivers a great presentation to one spouse, then hands the close to someone who was not in the room and heard a two-sentence summary.
03
The rep talks wear layers and construction. The homeowner is thinking about a dog, a toddler, a landlord inspection, or a house going on the market.
04
The rep leaves a quote and says to call with questions. That is not a close. That is a brochure drop.
Every objection in this playbook traces back to one of these four.
Inside this playbook
01
Section 01 · 4 min read
You are spending real money on leads. This playbook covers the 60 to 90 minutes inside the customer’s home, the part of the business no ad spend or lead source upgrade can fix.
02
Section 02 · 4 min read
Lost in-home sales trace back to four root causes: no budget conversation, one decision maker in the room, a product-led pitch, and no decision ever asked for. None of them are price.
03
Section 03 · 3 min read
Confirm before you drive, set the agenda at the doorstep, walk before you measure, five discovery questions at the table, two or three options, the number said out loud, then the ask. Most appointments are lost because a stage got skipped.
04
Section 04 · 5 min read
Word-for-word responses to “I need to think about it,” “I got a cheaper quote,” “I want to check with my spouse,” “just send me the quote,” “can you do better on the price,” and four more.
05
Section 05 · 3 min read
Seven parts, same order, every time: what we heard, the recommendation, what is included, what is not, the installed total and terms, the timeline, and a next step with a date on it.
06
Section 06 · 3 min read
Ten behaviors scored 0 to 2, out of 20. Under 12 is a coaching conversation, not a personnel problem. Coach one thing per ride-along, because a rep can only fix one at a time.
07
Section 07 · 3 min read
One month, one change per week. Fix the two stages your team skips most, score every rep once, standardize the quote template, then review close rate. Let each layer stick before you add the next.
08
Section 08 · 4 min read
Ride-alongs cover maybe one appointment in twenty. The other nineteen get self-reported from memory, so coaching becomes a guess. Here is what you are missing the rest of the time.
“Some close, some don’t, and nobody can explain the difference.”
From Section 01 of this playbook
What’s included
Four tools your team can use on the next appointment, plus the month-long plan for rolling them out. Grab your free copy from the form up top. No sales call required.
The seven-stage appointment framework
Confirmation call to close, with the timing for each stage. Hand it to new hires in week one so they start with a structure instead of improvising.
Nine objections with word-for-word responses
A field reference reps review before an appointment and return to after a tough loss, including how to unbundle a cheaper quote without dropping your price.
The seven-part quote presentation template
If two reps present the same job differently, you do not have a sales process. Same document, same order, every rep.
The 20-point ride-along scorecard
Ten observable behaviors so coaching is specific instead of general. Telling a rep to do better on discovery is not coaching. Pointing to line five is.
A 30-day rollout plan
Four focused weeks, one change each, so the team actually adopts it instead of nodding through a full overhaul nobody follows.
Sales Leadership Playbook · Vol. 01
A Flooring Sales Playbook
For Owners & Sales Managers
8 SECTIONS · 13 PAGES
Built for the real in-home sales process
A playbook gives your reps the process. AdaptClose shows you whether they are following it.
Coaching Stops Being a Guess When You Hear the Appointment
FAQ
Eight sections, 13 pages: where flooring appointments get lost, a seven-stage in-home appointment, nine objections with responses, a quote presentation template, a ride-along scorecard and a 30-day rollout.
Four reasons: no budget conversation before the quote, only one decision-maker in the room, a product pitch instead of the homeowner’s problem, and no decision asked for at the end. The playbook traces every common objection back to one of these four.
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