July 13, 2023 •Ember Davis
Sales is the driving force behind growth in any restoration business. Whether you're responding to residential emergencies or competing for large-scale commercial contracts, a well-trained sales team directly impacts your company’s success. In the restoration industry, where trust, timing, and technical knowledge influence every deal, your sales team needs more than charm and follow-up templates. They need strategy, structure, and consistent training.
Many restoration companies struggle to scale their revenue, not because of operational inefficiencies, but because their sales approach lacks focus. Sales representatives often juggle multiple responsibilities, from managing job scopes to building relationships with adjusters or commercial property managers. Opportunities are missed without a clear sales process or regular skill development, and growth plateaus.
This guide explores sales training tactics that help restoration companies close more jobs, shorten sales cycles, and increase revenue across both residential and commercial segments. Whether you're building a sales team from scratch or refining your current approach, these insights are designed to help you gain a competitive edge for sales in restoration.
Investing in comprehensive training programs for sales staff is an investment in the long-term success of your restoration business. By equipping them with industry knowledge, communication skills, consultative selling techniques, and ongoing support, you empower them to drive revenue growth, build strong client relationships, and position your business as a leader in the restoration industry. Remember, a well-trained sales team is the backbone of a thriving restoration business.
Hire Salespeople Who Understand Restoration
The restoration industry is complex. Sales professionals must grasp more than selling techniques—they need to understand mitigation timelines, insurance processes, and how restoration services differ across fire, water, mold, and storm damage scenarios.
Hiring someone with general sales experience might yield short-term wins, but hiring individuals who already understand restoration—or at least construction or property insurance—will deliver long-term growth. These professionals can speak the client’s language, answer technical questions, and build trust with commercial facilities managers, homeowners, and insurance adjusters alike.
If your company focuses on commercial restoration sales, prioritize candidates who have worked with multi-property owners, facilities teams, or insurance programs.
For a deeper dive into assembling a high-performing sales team, explore our guide on Steps to Building a Restoration-Focused Sales Team.
Build A Structured Restoration Sales Process
Too many restoration companies rely on “relationship-based selling” without any supporting structure. While relationships matter, so does process. A repeatable, step-by-step sales workflow—from lead capture through proposal, follow-up, and post-job relationship management—gives your team clarity and consistency.
Outline every stage in your sales pipeline: lead qualification, estimating protocols, proposal delivery, follow-up expectations, CRM usage, and how sales performance is measured. By systematizing how you sell, you reduce friction, speed up close times, and improve results, especially in commercial restoration sales where larger jobs often involve multiple decision-makers.
Train Around Real Restoration Scenarios
Residential sales tend to be reactive, driven by emergencies. Commercial restoration sales require proactive relationship-building. These clients think long-term. They’re not just looking for a quick fix but a reliable partner they can call when disaster strikes.
Build a commercial sales playbook that includes networking with property managers and facility directors, offering pre-loss assessments, demonstrating compliance and credentials, and scheduling regular check-ins. Commercial sales success depends on long-term consistency, not quick closes.
Leverage CRM Software Built For Restoration Sales
Restoration sales cycles vary based on the client and job type. Without the right software, it’s easy to lose track of leads or miss follow-ups—especially in commercial restoration where deal timelines may stretch for months.
Use a CRM system that supports detailed job tracking, notes on insurance interactions, automated follow-ups, task management, and visual pipelines. Xcelerate Restoration Software, for example, gives sales teams tools to manage leads, monitor pipeline health, and stay organized across both residential and commercial projects.
Discover how a CRM can transform your restoration business in our article, The Ultimate Growth Hack: Utilizing a CRM to Boost Your Restoration Business.
Use Metrics That Actually Drive Revenue
Not all metrics are created equal. Some restoration companies track the number of calls made or cards handed out, but these don’t tell the whole story. Focus on metrics that indicate real revenue potential and progress.
Track the number of qualified leads, types of jobs closed, average deal size, closing ratios, sales cycle length, and repeat business frequency. These metrics provide a clear view into what’s working and where your sales process needs attention. Data-backed decisions help prioritize time, training, and resources.
Learn how to track and enhance your referral program in our article, Referral Revolution: How Restoration Contractors Can Develop a Winning Referral Strategy.
Roleplay and Coach Every Week In Your Restoration Business
You wouldn’t send a technician into the field without training, so why would you send a salesperson to close a deal without practice?
Roleplaying should be a weekly habit. Focus on real-world scenarios your team encounters in the field—questions from adjusters, resistance from commercial clients, concerns from homeowners. Assign roles, simulate actual conversations, and provide direct coaching. Salespeople improve fastest when they hear themselves, refine their message, and apply feedback immediately.
Align Sales and Operations
The best restoration salespeople don’t just sell jobs—they sell confidence. That means sales and operations need to be in sync. If your sales rep promises a two-day turnaround and operations delivers in five, trust is lost. On the other hand, when teams are aligned, jobs are completed smoothly, and referrals naturally follow.
Hold weekly sales-ops huddles to review the active pipeline, align timelines and capacity, and exchange updates from the field. This is especially important for commercial clients who expect professionalism and coordination across every job.
Invest In Marketing Strategies That Support Your Sales Team
Strong sales performance depends on a steady flow of qualified leads, and that starts with effective marketing. Restoration companies that treat sales and marketing as separate silos miss key growth opportunities. When aligned, these two functions can accelerate revenue and brand awareness across both residential and commercial segments.
Marketing strategies for restoration companies should include a mix of digital and offline tactics. Search engine optimization (SEO), local service ads, and paid search campaigns can help capture emergency-based leads, while email nurturing and social proof (such as project photos or testimonials) help build long-term credibility with commercial clients. Outbound strategies like direct mail or community sponsorships can also be valuable for brand recognition in local markets.
If you're looking to refresh your approach, explore our guide on top marketing tips for restoration contractors. It covers practical ways to increase visibility, generate leads, and support your sales team with consistent, high-quality opportunities.
Xcelerate Resotration CRM
Sales success in restoration comes down to consistency, clarity, and execution. Whether you're building relationships with commercial property managers or helping homeowners during emergencies, your sales team needs more than motivation—they need the right tools and processes behind them.
That’s where Xcelerate comes in.
Xcelerate Restoration Software is a CRM that is purpose-built for the restoration industry. Our platform allows sales teams to manage leads, track opportunities, and stay connected with operations—all in one place. With features like custom sales pipelines, automated follow-ups, task assignments, and complete job visibility, your team can focus on what matters most: closing more jobs and building long-term client trust.
From residential water mitigation to large-scale commercial losses, Xcelerate helps restoration companies streamline sales and operations at every stage.
If you're ready to increase restoration company sales with a smarter, more organized approach, Xcelerate is here to help.
Want to take your restoration sales strategy even further?
Download our free guide, Mastering Restoration Sales: 8 Critical Strategies to Power Up Your Sales Team. This actionable resource covers practical techniques for building a trusted brand, retaining top-performing reps, and implementing a repeatable sales system that scales. Whether you’re managing a small residential team or a growing commercial operation, this guide will help you strengthen your team, streamline your process, and drive consistent growth.
Frequently Asked Questions
What’s the difference between residential and commercial restoration sales?
Residential restoration sales are typically reactive, driven by emergencies like water or fire damage in homes. The sales cycle is short, decisions are emotional, and speed matters. Commercial restoration sales, on the other hand, are proactive and relationship-driven. These clients are property managers, facility directors, or insurance programs managing multiple properties. Sales cycles are longer, involve more decision-makers, and often require vendor qualification or formal proposals.
How do restoration companies get on commercial vendor lists?
Restoration companies usually need to meet specific qualifications to get on a commercial vendor list, such as proper licensing, insurance, 24/7 response capabilities, and compliance documentation. Building relationships through networking, offering emergency response planning, and consistently following up are also key. CRM software that tracks these interactions and stores documentation helps streamline the process.
How big should a restoration sales team be?
The size of your sales team depends on your company’s growth goals, territory size, and the mix of residential vs. commercial work. Some smaller companies start with one dedicated salesperson, while larger firms often have multiple reps—some focused on residential, others on commercial accounts. What matters most is that your sales team has clear roles, strong communication with operations, and tools to track leads and progress.
What are some common mistakes restoration companies make in sales?
Common mistakes include relying too heavily on word-of-mouth without active outreach, skipping follow-ups, failing to track sales performance, and not training around real objections. Another significant issue is misalignment between what sales promises and what operations can deliver. These gaps can erode client trust and damage future referral potential.
How long does it take to close a commercial restoration deal?
Unlike residential jobs, which are often closed within a day or two, commercial restoration deals can take weeks or even months. These deals often involve procurement processes, internal approvals, or pre-loss agreements. That’s why it’s critical to stay organized, follow up consistently, and use a CRM to track engagement over time.
XCELERATE'S CRM
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XCELERATE CRM
Xcelerate's CRM was made for the restoration industry and empowers sales teams to stay on top of their game and drive success. With robust features and intuitive functionality, Xcelerate provides a centralized platform to manage leads, track interactions, and nurture partner relationships. Sales teams can easily access and update partner information, set reminders, and schedule follow-ups, ensuring that no opportunity falls through the cracks.
The comprehensive reporting and analytics capabilities of Xcelerate's CRM enable sales teams to gain valuable insights into their performance, identify trends, and make data-driven decisions. By utilizing Xcelerate's CRM, sales teams can streamline their processes, optimize their sales pipeline, and ultimately achieve greater efficiency and success.
