The Metrics That Matter for Glazing Sales Reps
Not all sales rep activity is equal. A rep who sits 20 appointments but only closes 3 is underperforming. A rep who sits 10 but closes 6 is your star — even though they have fewer appointments. The key is knowing which numbers to watch.
Essential KPIs for Window Sales Reps
1. Appointment Sit Rate
What percentage of booked appointments actually happen? If a rep has a low sit rate, they might have:
- Poor confirmation calls
- Appointments booked at inconvenient times
- A territory with high cancellation rates
2. Demonstration/Pitch Rate
Of the appointments that happen, how many result in a full demonstration? A rep who arrives and the customer "isn't interested" has a qualifying problem earlier in the pipeline.
3. Close Rate
The headline number — what percentage of pitches result in a signed order? Industry average for glazing is typically 30-40%. Below 25% signals a problem; above 45% is exceptional.
4. Average Order Value
Two reps can have the same close rate but wildly different revenue. The rep who consistently upsells from standard white UPVC to premium colours, upgrades to triple glazing, or adds composite doors is worth significantly more to your business.
5. Cancellation Rate
A sale isn't a sale until it's installed. Reps with high cancellation rates might be using high-pressure techniques that get a signature but don't create genuine commitment.
6. Lead Response Time
How quickly does the rep contact new leads? Speed of response directly correlates with appointment booking rates.
Turning Data Into Coaching Conversations
Raw numbers alone aren't useful — it's the patterns and trends that drive improvement:
- A rep whose close rate has dropped 10% in two months needs a conversation about what's changed
- A rep whose average order value is rising is doing something right — find out what and share it
- A rep with great demo rates but poor close rates might need pricing confidence training
Weekly vs Monthly Reviews
Weekly: Quick check on activity levels — appointments sat, demos completed, orders taken. Spot problems before they become trends.
Monthly: Deep dive into conversion rates, average values, and cancellation patterns. This is where coaching plans are made.
League Tables That Motivate
Healthy competition between reps drives performance. But design your league tables carefully:
- Include multiple metrics, not just total sales — recognise effort and skill, not just results
- Separate new starters from experienced reps for the first 3 months
- Celebrate improvement, not just absolute numbers — the rep who went from 25% to 35% close rate deserves recognition