Moving Company Sales Scorecard: Free Template + Pro Tips

The real difference between 6-figure and 7-figure movers? Two words: sales tracking. 

Today we’re breaking down how top movers like Eco Movers ($15M+ revenue) and 2 College Brothers (30%+ net profit margin) use sales scorecards to turn chaos into consistent cash flow. No MBA required—just the right numbers.

Sales rep scorecard template

If you want more booked jobs and fewer dropped leads, you need to track what actually drives results. Below are the core sales metrics top-performing moving companies measure—and how they use them to grow revenue and boost profit margins.

🎯 Ready to track your team? Grab the free Google sheets scorecard here.

The metrics that light up your sales team

Not sure which metrics actually move the needle? Here’s the no-fluff breakdown that top movers use to stay profitable.

1. Speed to lead ⏲️

• Track: Time from lead capture and first contact
• Target: Respond in 10 minutes or less
• Action step: Set up instant lead notifications in your CRM

Power move: Use auto-texts and AI sales assistants to respond when you can’t.

2. Booking rate 📅

• Track: % of leads that convert to booked jobs
• Target: 30% or higher
• Action step: Follow up within 24 hours of sending quote

3. Revenue booked 💰

• Track: Total revenue generated by each rep
• Target: Set weekly/monthly/quarterly revenue goals
• Action step: Review pipeline daily to identify at-risk deals

Focus on premium services that actually make you money. That's how the industry's top sellers book $75k more revenue per year.

4. Follow-ups completed 📱

• Track: % of leads with at least 2 touches in 48 hours
• Target: 100% completed
• Action step: Update lead status daily in your CRM

Grant Korzetz's $15M team uses the winning sequence: Call + Text + Email within 48 hours. Simple? Yes. Effective? Also yes.

5. Profit-per-job 💵

• Track: Average gross margin per booked job
• Target: 50% or more
• Action step: Train reps to quote accurately on drive time and labor hours

Bonus: Valuation coverage rate 🔒

• Target: 35%+ of jobs include valuation
• Action step: Set 15% commission bonus per valuation sale

Grosse Pointe Moving 5X'd valuation sales in 30 days—just by showing coverage options directly on the quote. Simple change, serious profit.

Your  scorecard isn’t just for tracking.  It’s for winning

A scorecard is just paper—until you know how to use it.

We’ve dug into data from hundreds of moving companies (yep, we’re nerds for this stuff) to figure out what the top 10% do differently. Here's the real-world playbook that turns average sales reports into profit engines:

Profit first, always 💸 

The best don’t chase big revenue. They chase real margin.

Here’s what they track and how often:

• Profit per job: Top performers track it daily
• Gross profit-per-job target: 50%+
• COGS review: Weekly check-ins to plug leaks early

High revenue doesn’t mean high margin. Book jobs that pay, not just fill the calendar.

Make metrics a daily habit ☕

Monthly reports? That’s 30 days too late.

When 41% of movers say they can’t track key KPIs, the bar is low—and that’s your edge.

• Share daily metrics in Slack or your morning huddle
• Post a leaderboard for visibility (and a little competition)
• Use dashboards your team can actually use in real time

Obsess over booking rate 📈

This one number can swing your annual revenue by millions—and costs you nothing to improve.

Here’s what happens with 500 leads/month:

• 30% booking rate = 150 jobs → $3.6M/year
• 40% booking rate = 200 jobs → $4.8M/year
• 50% booking rate = 250 jobs → $6M/year

Same leads. Same spend. Bigger payday.

Your booking rate doesn’t just reflect sales. It reflects how profitable your marketing really is.

Pay for performance, not just punching in 🎯

Incentives matter. And at the $2M+ level, 76% of movers offer sales commissions.

Eco Movers' model? A clean, motivating scale:

• $0-100K = 0.75%
• $100-125K = 1.25%
• $125-150K = 1.50%
• $175-200K = 1.75%
• $200K+ = 2.00%

Whether it’s base + bonus or straight commission, comp plans that reward margin and valuation add-ons win.

Get tools to track the right numbers (automatically) 🚀

90% of profitable, multi-million-dollar movers use systems—not spreadsheets—to manage KPIs.

• Instant lead alerts → No more lost opportunities
• Automated follow-ups → Your system works even when you're off the clock
• Live dashboards → See problems (and wins) in real time
• Connected job profitability → Know what’s actually making money

The old way? Sticky notes and whiteboards.

The SmartMoving way? One platform that runs your sales like a business, not a guessing game.

Here's what happens when you get it right

✅ Leads get a response in minutes, not hours
✅ Follow-ups run on autopilot
✅ Your team knows exactly where to focus
✅ You finally know which jobs make money—and which don’t

Still asking your sales team “How’s it going?” and guessing on margin? Let’s build the system that shows you—and grows your bottom line.👇

Sales scorecard FAQs

❓What KPIs should sales managers actually track?

• Average deal size
• Win rate by job type
• Speed-to-quote for new leads
• Follow-up completion rate
• Profit per closed deal

Pro tip: Track these in your CRM—not on spreadsheets your reps forget to update. The difference? Clarity, accountability, and margin.

❓How often should we check the numbers?

• Daily for lead response, quote speed, and sales activity
• Weekly for trends and and team coaching
• Monthly to see what’s working and shift strategy

As Wade from 2 College Brothers puts it: “If you’re catching problems monthly, you’re already too late.” 

❓What’s a good booking percentage?

• Average movers: 30-40%
• Top performers: 50+%

If you’re under 30%, your boat has leaks. Let’s patch them with better process, not more guesswork.

❓Our conversion rate's low. How do we fix it?

Start by tracking:

• Phone calls to quotes
• Quotes to bookings
• Win rate by lead source
• Social media lead conversion

Once you know where deals die, you can fix it.

❓How do I get my team to care about scorecards?

Make it simple. Make it routine. Make it matter to them.

Start with 3-5 core metrics. Use them to celebrate wins—not just call out misses. When the scoreboard ties directly to commission checks, people pay attention.

❓My team hates being ‘watched.’ What now?

Flip the frame: This isn’t surveillance. It’s a highlight reel.

Top reps love scorecards because they prove who’s actually delivering. If your team’s doing the work, the data should brag for them. 

❓Should we lower targets when things slow down?

Lower your volume goals (calls, leads) during slow seasons—but never lower your quality metrics (booking rate, response time).

Think of it like your trucks: You might drive less in the winter, but you still change the oil. 

❓How do we measure sales rep performance beyond just revenue?

Closed deals are only half the story. Real sales accountability includes:

• Follow-up consistency
• Speed-to-quote
• Profit margin on booked jobs

If you want real growth, measure the work that drives it—not just what hits the bank.