# CCD Sales Team Coaching Plans *Built from 21 years of contract data (6,827 completed jobs, $1.65M outstanding balance, 8 active-roster reps with full quarterly profiles). Every line below is data-cited. The number after a specialty is the **specialty index** — how much more (or less) of that item this rep sells vs. the company mix.* --- ## 1. Adam Valendra — The Big-Ticket Sider with a Collections Problem **Snapshot.** Adam writes mid-volume, premium-foundation/siding tickets (168 contracts, Siding +115%, Foundation +82%) but is the single biggest bad-debt risk on the roster — **38.1% of his contracts carry an unpaid balance, $246,765 outstanding, $1,469 average balance when present** (next-worst rep is at $530). One in three Adam contracts has an A/R problem. **Strengths** - Siding specialist (+115% over team mix) with no BILCO/Hatchway dilution — clean specialty profile (13 Siding, 41 Powdercoat, 61 Foundation, **0 BILCO**). - High-dollar work: foundation index +82% — he's selling structural, not commodity. - Decent completion velocity (78d median, 38.9% over-90 — middle of the pack despite working bigger jobs). **Weaknesses** - **38.1% balance-pct is a 6x outlier vs. the closest peer (Marc at 15.4%).** This is not a sales problem, it's a payment-collection / contract-structuring problem. - **$1,469 mean unpaid balance** — these aren't $50 punch-list disputes; he's leaving real money on the table per job. - Zero BILCO/Hatchway throughput — he's not even trying the company's #1 SKU (1,970 historical sales). **Top 3 coaching priorities (next 90 days)** 1. **A/R intervention.** Sit with bookkeeping, pull all 64 open-balance Adam contracts, classify root cause (change-order disputes? Final-walk failures? Missed deposit-schedule milestones?). Until we know *why*, every new Adam contract carries this risk. 2. **Deposit-schedule rewrite.** Move Adam to a 50/40/10 or 40/40/20 schedule (vs. whatever 70/30 default is causing the tail) for any contract > $5K. 3. **Final-walk protocol.** Require a signed punch-list at job close before the final invoice goes out — half his unpaid balances likely live in "I'll pay when you fix X" purgatory. **Routing recommendation.** **Give him fewer Internet/Facebook leads** (these are the #1 and #2 bad-debt source categories at 7.3% and 18.8%, and they compound his existing A/R problem). **More Previous Customer / Referral leads** (7.7-11.6% bad-debt at the source level, and his foundation/siding strength plays well with repeat-buyer trust). **Pep talk.** *Adam, you sell the biggest tickets on the team — the problem isn't how you sell, it's that we're letting a quarter-million dollars walk out the door after the handshake. Fix the back end and you're suddenly the most profitable rep in the company.* --- ## 2. Kevin Cerulo — The Closer **Snapshot.** Kevin is the close-rate king: **1,047 contracts, 40.5/44.1/45.0/43.4% close rate across Q1-Q4** — the only rep above 40% in every quarter. His Waterproof specialty index of **+394%** is statistical noise (only 1 sample) but his Foundation +41% and Other +50% are real, and he closes Previous Customer leads at 66% and TV leads at 57.4% (top-3 combo on the team). **Strengths** - **Best close rate on the roster, every quarter.** Q3 is his peak at 45%, with a $1,792 expected-per-appointment yield. - 6.5% bad-debt is below team average despite the largest contract count — his collections discipline scales. - 72-day median completion is the **second-fastest among real volume reps** (only James Willis is faster, and James has 5x fewer jobs). - Peak 90d window: $389,890 / 103 contracts in fall 2021 — proves the ceiling. **Weaknesses** - Powdercoat -77.8% and Siding -52.2% — he avoids the team's bread-and-butter add-ons. Lots of left-on-table revenue on every appointment. - 35.3% of his jobs go over 90 days to completion — not bad, but on 476 recent contracts that's ~168 customers in delay limbo, the largest absolute backlog on the team. **Top 3 coaching priorities (next 90 days)** 1. **Powdercoat upsell training.** He sells 50 Powdercoats vs. an expected ~225 at team mix — a 175-unit gap. At a ~$1,200 typical Powdercoat add, that's **$200K+ of left-on-table revenue per year** purely from one SKU he's ignoring. 2. **Q1 lift project.** Q1 close rate (40.5%) is his weakest quarter — by Q2 he picks up almost 4 points. Figure out what changes between January and April for him and front-load it. 3. **Backlog cleanup.** 168 active jobs over 90 days isn't a velocity problem, it's a job-handoff problem. Pair him with operations on a weekly status review. **Routing recommendation.** **Funnel more Previous Customer (66% close), TV (57.4% close), and Referral (53.2% close) leads to Kevin** — these are documented top-3 close combos. He converts trust-warm leads at near-double team average. Keep him off cold Facebook traffic (low ticket, high A/R risk) where his upsell weakness hurts most. **Pep talk.** *Kevin, you close better than anyone in this building. The question isn't whether you can sell — it's whether you'll ever bother to mention Powdercoat to the next 200 customers. A 20-point lift on attach rate makes you the highest-revenue rep in CCD history.* --- ## 3. Tim Choomack — The Metronome **Snapshot.** Tim is the team's most consistent operator — **860 contracts, 5.5% bad-debt (3rd best on roster), flat seasonality (1.14 vol ratio — lowest on team)**, and a clean Egress/Window Well +50% / Powdercoat +35% / Custom Door +26% specialty profile. He posted CCD's biggest individual hot-streak (2.95x average, $420K in 90 days, fall 2021). **Strengths** - **Most consistent rep on the team** — Q1-Q4 close rates of 33.1/35.1/34.6/29.6 with mean ticket $4,739-$5,027 every quarter. No seasonality risk. - 5.5% bad-debt on 860 contracts → he writes clean paper. - $5,027 Q1 mean ticket is one of the **highest first-quarter averages on the team** (only Marc beats him). **Weaknesses** - **89.5-day median completion, 48.0% over-90** — second-worst among volume reps. He's writing the work but it's stuck in operations. - BILCO/Hatchway -80% — he's basically not selling the company's #1 historical SKU. - Q4 weakest quarter (29.6% close, $1,481 expected/appt) — the only rep whose Q4 dips significantly. **Top 3 coaching priorities (next 90 days)** 1. **BILCO conversion drill.** 17 hatchway sales out of 860 contracts is a process gap, not a preference. Even moving him to team-average BILCO mix (~25%) adds ~200 hatchway sales/year of latent volume. 2. **Q4 root-cause.** Why does close rate drop 5 points in Q4 when every other rep holds or improves? Vacation? Holiday call avoidance? Lead-mix shift? Investigate before this year's Q4. 3. **Completion-velocity audit.** His 89.5d median isn't unique — it tracks the Marc/Jacob/Tim cluster. Likely a shared install-team or scheduling-region issue worth surfacing with ops. **Routing recommendation.** Tim is **the safe utility infielder** — give him whatever the office can't otherwise place. He converts Previous Customer at 54.3% (top-8 combo). He should NOT be the team's BILCO go-to (Jacob owns that). Don't burn his slots on premium-foundation leads either — let Adam or Robert take those. **Pep talk.** *Tim, you are the rep every owner dreams of having on payroll — predictable, clean, never the problem. Crack the BILCO and Q4 nuts and you go from reliable to dominant.* --- ## 4. Jacob Laskosky — The Volume King **Snapshot.** Jacob is **the highest-volume rep in CCD history (1,022 contracts) with the lowest bad-debt rate on the roster (2.9%)** — a combination that simply does not exist anywhere else on the team. His BILCO/Hatchway +105% specialty (209 hatchway sales — more than anyone) makes him the de facto product owner for the company's #1 SKU. **Strengths** - **2.9% bad-debt at 1,022 contracts is a clinic.** Every other high-volume rep is 5-10x worse on collections per dollar. - BILCO/Hatchway +105% AND Siding +50% — rare two-SKU dominance. He carries the core door business. - Peak 90d: $402,334 / 106 contracts (2.58x average) — proves the throughput ceiling. **Weaknesses** - **97-day median completion, 54.2% over-90** — third-worst on the team. 415 recent jobs sitting in delay → operational drag on customer experience. - Close-rate ceiling is 35.2% (Q3), which is well below Kevin (45%) and Stephen (50.8% Q4) — he wins on at-bats, not slugging. - Q1 mean ticket $3,601 — the **lowest opening-quarter ticket on the team**. He's writing volume but small volume. **Top 3 coaching priorities (next 90 days)** 1. **Premium-product training.** Move him into Custom Door and Foundation upsells — at $4K+ mean ticket vs. his $3,601 baseline, even a 10% mix shift is $40K+/year per rep. 2. **Completion-pipeline triage.** 415 recent jobs over the velocity median is the **largest backlog of any rep**. Pair with ops on the 50 oldest open jobs first. 3. **Stretch role: BILCO Product Owner.** Formal designation. He trains the rest of the team on hatchway sales — Tim, Adam, Stephen, Marc, James all sell <20 hatchways. That's a 1,500-unit company-wide gap he can move. **Routing recommendation.** **Give Jacob the BILCO/Hatchway dedicated queue** (1,970 historical sales — he should see them first). Send him fewer cold-internet/Facebook (his close rate isn't elite; volume reps shouldn't burn appointments on low-intent leads). **Keep him out of the high-ticket foundation lane** — Robert and Adam are better suited there. **Pep talk.** *Jacob, you are the operational backbone of this sales floor — most contracts, cleanest paper, no drama. Step up to the BILCO Product Owner role, mentor the team, and you turn from MVP to franchise player.* --- ## 5. Stephen Clark — The Q4 Specialist **Snapshot.** Stephen has the **single most extreme close-rate seasonality on the team — 39.6% Q1 climbing to 50.8% Q4** (every other rep is in the 28-45% Q4 band; he's a 5-point outlier on the high side). 419 contracts, 10% bad-debt (middling), Siding +79% specialty, $2,272/appt Q4 yield. **Strengths** - **Q4 close rate of 50.8% is the highest single-quarter close rate on the active roster.** This is a rep who knows how to close in the storm/winter rush. - 82d median completion, 38.7% over-90 — middle-of-pack but solid for a moderate-volume rep. - Closes Previous Customer at 68.6% (#2 combo on the team) and TV at 55.4% — he's elite on trust-warm channels. - Recent hot streak: $249K / 54 contracts in 90 days ending Oct 2025 (2.2x avg) — currently performing. **Weaknesses** - 10% bad-debt rate, $119K outstanding — second tier of A/R concern after Adam/Marc. - BILCO -90% and Egress -74% — he flatly does not sell two of the core SKUs. - Q1 close rate (39.6%) is solid but yield ($1,764/appt) is well below his Q4 ceiling. **Top 3 coaching priorities (next 90 days)** 1. **Q1/Q2 lift project.** What does Stephen do in October-November that he doesn't do in February? Probably weather-driven urgency. Translate it into a non-Q4 pitch playbook. 2. **A/R review on his 42 open-balance contracts** — at $285 mean balance it's not catastrophic, but it's $119K and rising. 3. **Push him into the Powdercoat lane harder.** He's already +64% there, and his Q4 close rate suggests he can frame add-ons under urgency. Make Powdercoat the default Stephen attach. **Routing recommendation.** **Front-load his calendar with Previous Customer and TV leads** (68.6% and 55.4% close — both top-10 combos). **Give him Q4 lead surge volume** — he's the team's seasonal closer; don't waste him on cold leads in January when other reps would convert them similarly. Keep him out of BILCO and Egress queues. **Pep talk.** *Stephen, you are a 50%-closing assassin from October to December — the rest of the year is just practice. If we can clone half of your Q4 self into your Q1, you outperform Kevin in raw revenue.* --- ## 6. Marc Benavides — The Hot Hand (Right Now) **Snapshot.** Marc is on the **single steepest active hot streak on the roster — 4.07x his own average, $230,652 in 90 days ending May 5, 2026 — and it's happening right now.** He carries the **highest mean ticket on the team ($5,641 Q1, $5,174 Q2)** with a +133% Powdercoat specialty. Catch: 15.4% bad-debt and 98-day completion (the slowest among high-volume reps). **Strengths** - **Active 4.07x hot streak — May 2026.** Whatever he's doing, double-down on it now before it cools. - **Highest opening-quarter mean ticket on the team — $5,641 Q1.** He sells the room. - Powdercoat +133% — best Powdercoat-only specialist on the team (176 Powdercoat contracts out of 351 total = >50% of his book). **Weaknesses** - **15.4% bad-debt, $186K outstanding** — second-worst on the roster. The hot streak is hiding a chronic A/R problem. - **98-day median completion, 54.8% over-90** — slowest velocity among real-volume reps. Customers wait. - Close rate stuck in the 25-29% band across all quarters — he sells big but doesn't convert often. Lots of appointment burn. **Top 3 coaching priorities (next 90 days)** 1. **Protect the hot streak — clear his calendar of admin.** While the streak is live, give him every Powdercoat lead the office can find. Ride this until peak ratio drops below 2x, then re-evaluate. 2. **A/R hardening on big tickets.** At $5K+ average, his 15% bad-debt rate translates to >$5K per bad job. Move him to milestone billing immediately. 3. **Close-rate audit.** His 25-29% close rate at $5K+ ticket means he's leaving money on the table — likely walking from price-sensitive prospects he could've closed at a discount. Train on "save the appointment" tactics. **Routing recommendation.** **All Powdercoat-heavy leads to Marc until the streak cools.** Specifically send him anything mentioning railings, gates, fence specialties. **Keep him off referral / Previous Customer leads where Kevin and Stephen close at 53-68%** — Marc would burn those. He's a specialist; route specialist work. **Pep talk.** *Marc, you're swinging at a higher level than anyone else on the team right now — but the only thing standing between you and a record year is the back office. Tighten the A/R, ride the wave.* --- ## 7. Robert Clark — The Foundation Anchor **Snapshot.** Robert is the team's foundation specialist (479 contracts, Foundation +53%, BILCO +26%, Egress +35%) with **clean 7.5% bad-debt and the second-best foundation specialty after James Willis**. He dominates Basement Systems lead-source closing (the partner channel) and his peak 90d ($205K, July 2025) is recent and real. **Strengths** - **Triple specialty in structural work** — Foundation +53%, BILCO +26%, Egress +35%. No other rep has three structural specialties above index. - 7.5% bad-debt on 479 contracts — solid collections. - Closes Previous Customer at 60.5% (#4 combo on the team). - Recent peak: $205K / 47 contracts in 90 days ending July 2025 (2.04x avg) — currently producing. **Weaknesses** - 81-day median completion, 42.5% over-90 — middle of pack, but on structural work that's a meaningful customer-experience tail. - Close-rate ceiling of 35.8% (Q3) is solid but not elite — he's not finishing the way Kevin or Stephen do. - Powdercoat -26% and Other -30% — he avoids add-on territory, leaves margin behind. **Top 3 coaching priorities (next 90 days)** 1. **Stretch role: Basement Systems partner-channel owner.** $7K-ticket foundation leads from BSI are his lane (specialty index says so). Formalize him as the named point person for that partner relationship. 2. **Powdercoat attach.** Same as Kevin — 76 Powdercoats out of 479 contracts is a 50%-of-expected attach rate. Every structural appointment should include a railing/gate pitch. 3. **Q1 push.** 31.5% Q1 close rate, $1,217 expected/appt — his weakest quarter. Foundation work shouldn't be that seasonal; root cause may be lead mix. **Routing recommendation.** **All Basement Systems channel leads to Robert by default.** All foundation-mention internet leads to Robert by default. **Send him fewer Powdercoat-only or Custom Door-only leads** — those are Marc and Tim respectively. He's a structural rep; let him run his lane. **Pep talk.** *Robert, you are the only rep on this team who can confidently walk a $7K foundation job from quote to close to payment without drama. We're going to make sure every basement-systems lead in CT lands on your desk.* --- ## 8. Keith Rongey — The Seasonality Surfer **Snapshot.** Keith has the **biggest seasonal swing on the team — 1.65x volatility ratio**, with Q4 close rate (36.9%) and Q4 mean ticket ($5,346) both significantly higher than Q1 (31.9% / $3,778). 179 contracts, 13.4% bad-debt, Powdercoat +56% / Custom Door +28% / Siding +24% — broad specialty mix but lower volume than the top tier. **Strengths** - **Q4 mean ticket of $5,346 is the highest Q4 ticket on the team.** When he's hot, he writes big. - **Q4 expected/appt of $1,973** — second only to Stephen Clark's Q4 number. - Custom Door / Powdercoat / Siding broad specialty profile — versatile in product range. **Weaknesses** - **13.4% bad-debt is fourth-worst on the roster** — at his volume that's "fixable" but not "small." - Volume floor is low — 179 contracts means he's at <1/3 the Kevin/Jacob throughput. Either he's part-time or pipeline-starved. - Q1-Q2 close rates of 31.9%/28.7% are middling. The seasonality means we get a half-year of underwhelming production. **Top 3 coaching priorities (next 90 days)** 1. **Q1-Q2 lead-mix experiment.** Give him a TV/Previous Customer-heavy mix in January-April and see if his close rate moves. The volatility may be lead-driven, not rep-driven. 2. **A/R cleanup on 24 open-balance contracts.** At $349 mean balance, this is a process fix not a culture fix. 3. **Volume push.** If 179 contracts represents max capacity, we should know. If not, find the bottleneck (lead allocation? Calendar? Geography?). **Routing recommendation.** **Q4 lead surge → load him up.** Push his Q1-Q2 mix toward Previous Customer / Referral / TV (the trust-warm channels where peer reps convert in the 50-68% range). **Keep him out of cold-Facebook lanes** — his close rate doesn't support the appointment burn. **Pep talk.** *Keith, you're a Q4 hammer waiting to find a year-round swing. Let's figure out what changes in October that we can manufacture in March.* --- ## 9. James Willis — The Quiet Foundation Closer **Snapshot.** James is the **foundation specialty leader on the team (+121%)** and posts the **best Q1 close rate on the active roster (40.0%, second only to Kevin)**. 214 contracts, 13.6% bad-debt, Siding +95% and Foundation +121% — clean two-SKU profile. Fastest median completion among real reps at 71 days (25.1% over-90, the team best). **Strengths** - **+121% Foundation specialty — leads the team.** When the lead says "crack in the wall," James converts it. - **71d median completion, 25.1% over-90 — fastest delivery on the team.** Customers don't wait on him. - 40.0% Q1 close rate — strong out of the gate, doesn't depend on weather. - Recent peak: $212K / 45 contracts ending Sept 2025 (2.25x avg) — currently warming up. **Weaknesses** - **Q4 close rate drops to 28.4%** — the only rep with a meaningful Q4 *decline*. Whatever Stephen and Keith found in Q4, James lost. - 13.6% bad-debt is sitting in 4th-worst territory at moderate volume — needs cleanup. - BILCO -85% and Powdercoat -23% — narrow specialty mix, lots of add-ons left on table. **Top 3 coaching priorities (next 90 days)** 1. **Q4 root-cause.** A 12-point quarterly close-rate drop is unusual. Lead mix? Holiday avoidance? Personal seasonality? Diagnose before next October. 2. **A/R hardening on 29 open contracts** at $456 mean — same playbook as Marc, smaller scale. 3. **Cross-sell BILCO on every foundation appointment.** A foundation job that doesn't surface a hatchway question is a missed at-bat. **Routing recommendation.** **All "wet basement / cracked wall / structural concern" internet leads to James first.** TV leads also work (55.3% close, top-10 combo). **Pull him out of the Q4 cold-lead rotation** if his close rate keeps dropping — he's better deployed on warm follow-ups in Q4 while Stephen and Keith run the cold queue. **Pep talk.** *James, you finish jobs faster than anyone, you close foundation work nobody else can, and you start the year strong. Crack the Q4 code and you're a year-round force.* --- ## 10. Ferdinando Crudele — The Siding Ninja **Snapshot.** Ferdinando is the **single most extreme specialty on the team — Siding +363%** — on a small book of 48 contracts. 8.3% bad-debt is acceptable. He's the rep we should think of as a niche specialist, not a generalist. **Strengths** - **Siding +363% — by far the most concentrated Siding specialist on the team.** Adam is +115% as comparison. - Foundation +67% as a clean secondary specialty. - 75-day median completion, 32.4% over-90 — well above team average on velocity at small volume. - 8.3% bad-debt at low volume is acceptable (4 open contracts, $8K outstanding). **Weaknesses** - Volume is tiny — 48 lifetime contracts means he's either part-time, geographically constrained, or recently onboarded. We don't actually know what his ceiling is. - No quarterly seasonality data published (didn't clear the inclusion threshold). We're operating semi-blind on him. - BILCO -16%, Egress -100%, Concrete -100%, Powdercoat -51%, Other -50% — he sells *one* thing well. **Top 3 coaching priorities (next 90 days)** 1. **Ramp test.** Triple his Siding lead allocation for 90 days and see what happens. If he's actually a +363% specialist, output should scale linearly. If it doesn't, we've found his real ceiling. 2. **Cross-train on Powdercoat.** Even a small Powdercoat attach lifts him from "niche" to "siding+." Pair him with Marc on a single ride-along. 3. **Get him on the quarterly close-rate report.** We need real seasonality data on him; that requires volume; that requires lead allocation. Chicken-and-egg, break it on purpose. **Routing recommendation.** **All siding-mention leads to Ferdinando first** — he closes them at 3.6x team mix. **Send him zero BILCO, zero Egress, zero Powdercoat-only leads** — those will waste both the lead and his appointment slot. He is a single-purpose tool. Use accordingly. **Pep talk.** *Ferdinando, you sell siding like nobody else in this company. The only question is whether we've been starving you of the leads you were built to close — let's find out.* --- ## Cross-Team Patterns (for the manager) 1. **Powdercoat is the company's most-systematically-underattached SKU.** Marc and Stephen own it; Kevin, Robert, Jacob, James each leave ~$150-200K/year on the table by not attaching it on appointments they already had. 2. **A/R risk concentrates in three reps (Adam, Marc, James) representing $530K of the $1.65M outstanding.** Fixing those three deposit-schedules likely fixes 40% of total team bad-debt overnight. 3. **Q1 is the team's weak quarter; Q4 is the team's strong quarter.** Most reps are 5-15 points lower close-rate in Q1 than Q4. Either we hire more, route smarter, or build a January-March urgency play. 4. **Completion velocity is degrading.** Median completion was 53d in older years, 82d recent. The four slowest reps (Marc, Jacob, Tim, Tom Giannotti) cluster in the same 90-125d band — points to a shared operations/install bottleneck, not individual rep behavior.