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Leveraging Technology to Recruit & Retain the Best Sales RepsLeveraging Technology to Recruit & Retain the Best Sales Reps

Sales reps are the lifeblood of contractor businesses. They are the ones who bring in new leads and help close deals, yet they are also the hardest to recruit and retain—especially now that demand is skyrocketing.

Melis Steiner

April 7, 2022

4 Min Read
CRM Sales Technology

Besides bigger contracts and better incentives, what is your company doing to attract and keep the best talent?

Sales technology is emerging as an unexpected selling point for recruits, especially as contractor companies target younger reps. The next generation of sales reps is tech-savvy and easily understands how sales technology can simplify their jobs and help them reach their income goals faster. From mobile-friendly CRM systems to data analytics and routing technology, contractor companies have many options for taking their sales strategies to the next level.

User-friendly CRM Systems

One of the most important sales tools for any business is a CRM system. A CRM system helps sales reps manage their leads, contacts, and deals all in one place. It may also provide valuable insights into customer behavior and sales trends, enabling reps and teams to view their performance compared to each other. A well-structured CRM tool can support a little healthy competition and company incentive programs.

Some valuable features include the ability for sales reps to receive lead assignments, manage appointments, record customer notes and ground truth data, and efficiently plan routes. While there are many options, the best ones must have these qualities to be beneficial to busy reps: user-friendly mobile app, quick access to priority features, simple to maintain and reliability in the field. A CRM system that works sets your sales reps up for success and gives them a better sales experience daily—happy sales teams don't need to look for better jobs.

Data-Driven Strategies

In 2022, there is no excuse for creating strategies without a sound foundation in data. Contractor industries are dealing with one of the best problems—high demand. Sales reps are bombarded with opportunities, which means they need all the help to identify the best leads. One of the most defeating feelings for sales reps is wasting time on many bad leads in a row.

With a data-driven sales approach, your company can use insights about homeowners and properties to identify the best leads. Then, you can prioritize your sales reps' routes to hit the high-value leads with the best chances of closing first. There's no better feeling than closing major deals back-to-back. Strong sales and a supportive company that invests in its reps' success are the magic potion to keeping talent, attracting new team members, and boosting your revenue.

Marketing Automation

Though sales and marketing are often seen as separate, companies that succeed at marketing and sales efforts treat them as vital components of a single process. Marketing provides the sales team with a steady stream of leads, while sales reps take those leads and turn them into customers. One way to make this process more efficient is by using marketing automation tools that run without your team lifting a finger. This technology can automate repetitive tasks like emailing leads, setting appointments, sending follow-up texts, and even sending contracts for signature.

Successful marketing automation enables your company to present prospective sales reps with an exciting sales experience that isn't hindered by paper-pushing. By relieving sales teams of administrative duties, they can focus on selling and building relationships with customers—two things they're excellent at—while your process flows smoothly. Compared to most companies that are weighed down by manual methods, redundant tasks and disjointed or incomplete marketing and sales workflows, your company has the opportunity to stand out by creating a simpler and more enjoyable selling experience.


Any technology worth the investment will generate the reports you need to track your sales team’s marketing return on investment and net sales per lead. This is one of the most valuable tools in your arsenal. The reports give managers visibility into which marketing campaigns are working and which ones aren't so that they can make changes. They also enable quick action by highlighting gaps between marketing and sales efforts to help diagnose issues. Reports will also help track which teams excel and support your incentive programs. Ultimately, with the correct information, you can continue optimizing strategies and improving results, which will keep your team motivated to sell.

Using sales technology, you can set your company apart as an employer of choice in the contractor industry. From user-friendly CRM systems to data analytics, routing technology and marketing automation, you have many options for taking your sales strategies to the next level. The goal is to help sales reps be more successful and spend time on interested, qualified leads. The more they can focus on their specialty area, the more significant revenue they can generate for themselves and the company. The better you can support sales reps in their job, the easier it will be to retain your top talent and recruit new ones. After all, when sales reps are truly happy, they become your ultimate recruitment tool.


About the Author(s)

Melis Steiner

Creative Director, Cognitive Contractor

Melis Steiner is the Creative Director at Cognitive Contractor, where she specializes in brand strategy, creative direction and management. She has over 15 years’ experience in the technology, architecture and contractor industries and holds an MBA from Rice University. Her unique focus on the 3D alignment of brands, culture and leadership has made her a valuable resource for Cognitive Contractor clients and a respected expert in her field. Steiner has been interviewed for publications such as Forbes and Bloomberg. And her creative work can be found across international TV, digital and print media, including Condé Nast Traveler, Elle, Marie Claire, The Hollywood Reporter, NBC, ABC and FS1. 

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