Sales scorecard template for home-service companies
A structured template for scoring your sales reps and technician-salespeople on behaviors and outcomes, not gut feel. Copy the format, set your targets, and run weekly one-on-ones with a number instead of a hunch.
Free resource
Stop finding out your reps are under-quota at month-end
Most sales managers in home-service companies find out their techs or comfort advisors are struggling at the worst possible time: week four, when the revenue is already locked in. A sales scorecard template changes that. Instead of waiting for a bad month to surface, you score each rep weekly on the five behaviors and outcomes that predict whether they hit their number. This page gives you the full template to build yourself: the scoring dimensions, a weighted points system, a filled-in comparison example, and a step-by-step guide for running the weekly review. Instructions and examples below are for home-service and skilled-trades companies. All figures are illustrative; your own targets will differ by trade, season, market, and business model.
What this template covers
- Score each rep on five dimensions every week: average ticket, options presented, conversion rate, membership attachment, and call-back rate. Behaviors plus outcomes.
- Use a weighted points system so a coaching issue (low options presented) shows up before it becomes a revenue issue (low average ticket).
- Run the review in fifteen minutes per rep, once a week. The scorecard works as a one-on-one agenda item, not a performance-review document.
- A spreadsheet version is the right place to start. It breaks when you manage more than four or five reps, want daily visibility, or need the numbers on the shop TV without copying them in by hand.
Build it yourself
The sales scorecard template layout
Recreate this in a spreadsheet or a notebook. The template scores each rep across five dimensions per week, then rolls up to a total score out of 100 points. The score sits next to a target so the manager sees at a glance who needs a conversation, not a list of raw numbers to interpret.
- Rep name: one column per rep; one row per scoring dimension.
- Average ticket: revenue divided by completed jobs. Weighted at 30 points (highest weight because it reflects both option presentation and close quality).
- Options presented per job: the behaviors that drive ticket size. Weighted at 25 points because behavior leads outcome.
- Conversion rate: estimates accepted divided by estimates presented. Weighted at 20 points.
- Membership attachment rate: maintenance agreements sold as a percent of eligible jobs. Weighted at 15 points.
- Callback rate: jobs needing a return visit. Weighted at 10 points (lower because some callbacks are parts-related, not sales-related).
- Weekly total: sum of weighted scores. Color-code: 85 to 100 is good, 70 to 84 is watch, under 70 is poor.
Weighted scoring matrix: five dimensions, points per level
| Dimension | Weight | Strong (full points) | Developing (partial) | Needs coaching (low) |
|---|---|---|---|---|
| Average ticket | 30 pts | At or above company target | Within 10% below target | More than 10% below target |
| Options presented per job | 25 pts | 2 or more options on every job | 1 to 2 options most jobs | Single option or verbal only |
| Conversion rate | 20 pts | At or above company target | Within 8 points below target | More than 8 points below target |
| Membership attachment rate | 15 pts | Above company attachment target | Within 5 points below target | Not tracking or well below target |
| Callback rate | 10 pts | At or below company target | Slightly above target, isolated jobs | Consistently above target |
Info
Coaching moment: behaviors predict outcomes by two to three weeks
Average ticket is an outcome. Options presented is the behavior that produces it. If a tech is showing only one option per job this week, his average ticket will slide in two to three weeks regardless of what the current number says. Scoring behaviors alongside outcomes lets a sales manager intervene while there is still time to course-correct, not after the month closes and the revenue is already gone.
Filled-in sample: three reps, one week (illustrative)
| Dimension | Rep A (HVAC comfort advisor) | Rep B (plumbing service tech) | Rep C (electrical tech) |
|---|---|---|---|
| Average ticket (out of 30) | 28, $1,840 vs $1,800 target | 18, $490 vs $580 target | 24, $520 vs $530 target |
| Options presented (out of 25) | 25, 3 options every visit | 10, verbal only, most jobs | 20, 2 options most visits |
| Conversion rate (out of 20) | 18, 74% vs 70% target | 12, 55% vs 65% target | 20, 72% vs 70% target |
| Membership attachment (out of 15) | 14, 38% on eligible jobs | 6, 18%, well below 30% target | 15, 35% on eligible jobs |
| Callback rate (out of 10) | 10, 2.1%, below 4% target | 8, 5.2%, slightly above target | 10, 3.6%, at target |
| Weekly total (out of 100) | 95, Good | 54, Poor (behaviors are the flag) | 89, Good |
Reading the weekly score: what each status means in the field
These interpretations apply to the 100-point total after weighting. Use them as a starting conversation framework, not a disciplinary standard. Context matters: a tech with a score of 68 in peak season on complex jobs is different from one scoring 68 in a normal week on residential calls. All figures are illustrative.
- 85 to 100: GoodReinforce what they are doing: ask which job went best and why, so the behavior repeats.Good
- Current
- Above-target week
- Target
- 85+
- 70 to 84: WatchLook at which dimension pulled the score down. Membership attachment and options-presented dips are usually coaching issues; conversion dips may be pricing or objection handling.Watch
- Current
- One or two dimensions slipping
- Target
- 85+
- Under 70: PoorDo not wait for month-end. Schedule a ride-along or a role-play session this week. A pattern under 70 for two weeks in a row is a training or fit question, not a one-bad-week anomaly.Poor
- Current
- Multiple dimensions off target
- Target
- 85+
- Strong outcomes, weak behaviorsThe rep is hitting numbers but skipping the documented process. Works until it does not. Reinforce the behavior before the outcome eventually slips.Watch
- Current
- High ticket, low options-presented score
- Target
- Consistent process
| Metric | Current | Target | Status |
|---|---|---|---|
| 85 to 100: GoodReinforce what they are doing: ask which job went best and why, so the behavior repeats. | Above-target week | 85+ | Good |
| 70 to 84: WatchLook at which dimension pulled the score down. Membership attachment and options-presented dips are usually coaching issues; conversion dips may be pricing or objection handling. | One or two dimensions slipping | 85+ | Watch |
| Under 70: PoorDo not wait for month-end. Schedule a ride-along or a role-play session this week. A pattern under 70 for two weeks in a row is a training or fit question, not a one-bad-week anomaly. | Multiple dimensions off target | 85+ | Poor |
| Strong outcomes, weak behaviorsThe rep is hitting numbers but skipping the documented process. Works until it does not. Reinforce the behavior before the outcome eventually slips. | High ticket, low options-presented score | Consistent process | Watch |
How to use the sales scorecard template, week by week
01 Set your five dimensions and targets before week one
Use the five dimensions above as a starting point, then adjust weights for your trade. An HVAC company selling comfort-system replacements will weight average ticket and conversion rate higher; a plumbing company focused on memberships may shift weight toward attachment rate. Document the targets in a shared location so every rep sees the same standard.
02 Pull the numbers on Friday, before the weekend
For teams using ServiceTitan, Housecall Pro, or Workiz: pull average ticket, options presented, conversion, and attachment from the job-level report. Callback rate often needs a separate pull against jobs closed the prior week. Write down where each number comes from so the pull is repeatable and consistent across weeks.
03 Score each rep and color-code the result
Apply the weighted points from the matrix, total the score, and mark each rep good, watch, or poor. Do not rank reps against each other as the primary output; rank each rep against their own targets. A newer tech at 78 who improved from 62 is a coaching success, even if a veteran at 91 tops the board.
04 Run the one-on-one with the scorecard as the agenda
Keep it to fifteen minutes. Show the rep their score, walk the dimension that pulled it lowest, and agree on one specific action for next week. Write the action in the scorecard so you can check it the following Friday. A scorecard that does not drive a concrete next step is just paperwork.
05 Review trends monthly, not just weekly totals
Four weeks of scores tell you whether a rep is improving, plateauing, or sliding. A rep who scores 72 one week and 80 the next is trending the right way even if the absolute score is still in watch territory. Monthly trend review is also when you adjust targets upward for reps who consistently hit good.
Warning
Data visibility gap: most CRMs show you totals, not behaviors
Your CRM will show you each rep's total revenue and average ticket. It will not show you, in one place, how many options they presented per visit, what their attachment rate was on eligible jobs, or which specific jobs caused their callback rate to climb. Pulling those five dimensions by hand from separate reports is what makes the spreadsheet version slow. When a team has five or more reps, the manual pull starts taking longer than the one-on-ones it is supposed to support.
Adapting the template by trade and role
The five-dimension framework works across trades, but the weight distribution and the target numbers vary. Here are the most common adjustments:
HVAC comfort advisors (replacement sales)
Shift more weight to conversion rate (up to 25 pts) because a comfort advisor handles high-value estimates where the close is the whole job. Options presented still matters but may be framed as financing options or equipment tiers instead of add-on services.
Plumbing and electrical service technicians
Options presented and callback rate are the two highest-leverage dimensions here. A plumbing tech who shows three options on every drain call (immediate repair, same-day full replacement, membership plus priority scheduling) and finishes clean will outperform one who presents a single verbal quote every time, even if their current tickets look similar.
Roofing estimators
Membership attachment rarely applies; replace it with estimate turnaround time (how quickly the written estimate reaches the homeowner after the inspection). Roofing conversion rate is typically lower than HVAC or plumbing, so set targets against your own recent actuals, not cross-trade averages.
What the weekly scorecard looks like running live
This is the spreadsheet scoring table above, automated: each dimension pulls from your CRM in real time, scores update as jobs close, and the leaderboard renders on web, mobile, or the shop TV. When connected to ServiceTitan, Workiz, or Housecall Pro, datacube can be configured to consolidate the five dimensions into a single sales board with per-rep breakdowns. Figures below are illustrative.
Illustrative tiles for layout reference. A real datacube board is built around your reps, targets, scoring weights, and connected data sources.
Sales scorecard template FAQs
Turn your paper scorecard into a live leaderboard
The template gives you the structure. A datacube Sales board automates the five dimensions, refreshes as jobs close, and puts the leaderboard on the shop TV so every rep can see where they stand in real time. In a live demo we show you how the scoring maps to your CRM data and your specific roles.
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