What we found
Our conversion rate looked fine as one number. Split by the kind of work, it was two very different numbers, and the techs who looked weakest were simply the ones getting the harder calls.
What we changed
Conversion is now defined once, tracked by vertical, and shown to each tech against the target for their kind of work. Cancelled jobs no longer count against the person who sold them.
How you can apply it
Before coaching anyone on conversion, split the number by the kind of job and check what a "no" actually means in your CRM. Half the time the number is measuring the definition, not the tech.
