S2 E92 - The Contractor's Guide to Pricing, Sales, and Profit in 2027

<p>In this episode of Beers with Contractors, Will opens an October episode by encouraging comments and explaining his annual goal-planning process: start in October, collaborate with the team, and lock budgets by mid-November, noting the first budgeting year is often messy but improves control. Using a MidCon home-service case study, he shows how to reverse-engineer a 2027 target from installs (not sales): $3M with a $12,500 average job requires 240 jobs, 727 qualified appointments at a 33% close rate, and 807 leads at 90% lead-to-appointment conversion. With an 8% marketing budget ($240,000), allowable CPL is about $297, and the sales team must hit about $4,126 average dollars per appointment. He also stresses checking gross profit margin (example 42%), overhead limits for a 10% net goal, staffing capacity, revenue per full-time employee, and debt-to-equity before adding equipment, emphasizing that growth should be judged by profitability and cash, not vanity metrics.</p><p><br></p><p>00:00 Introduction</p><p>00:27 October Goal Planning</p><p>02:41 Set Install Targets</p><p>04:46 Sales Math and Closing</p><p>06:48 Lead Conversion Funnel</p><p>08:05 Marketing Budget and CPL</p><p>12:12 KPI Scorecard Setup</p><p>13:05 Gross Profit and Overhead</p><p>16:35 Staffing and Capacity</p><p>19:40 Hiring Costs and Efficiency</p><p>23:03 Debt and Equipment Decisions</p><p>27:44 Final Recap and Next Steps</p><p>30:24 Outro and Disclaimers</p><p><br></p><p>Check Out Greenbaum Stiers Strategic Marketing Group: https://www.greenbaumstiers.com/</p><p><br></p><p>Foundation Rescue Supply Link:</p><p>https://www.foundationrescuesupply.com/</p><p><br></p><p>Contractors Kick Ass!</p><p>Podcast Store Link:</p><p>https://williamwalkerblake.com/store-1</p><p><br></p><p>The Worker Incentive Program that Contractors Love! - Per4mance Software https://per4mance.io - Pay for performance, not hours</p>