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Deck Masters, a mid-sized deck building company based in Austin, Texas, had built a solid reputation for quality craftsmanship over its eight years in business. However, by early 2024, the company faced stagnating sales despite a growing local housing market. Owner Mike Torres recognized that while his team excelled at construction, their sales process was inconsistent—relying heavily on word-of-mouth referrals and an outdated follow-up system. With limited resources to hire a full-time sales director, Torres turned to InHomeSellers.com, a platform specializing in fractional sales management, to bring in expert help on a part-time basis. In March 2024, DeckMasters onboarded Jonathan Dunlap, a seasoned Contract Sales Manager (CSM) with a track record of driving growth for home improvement businesses.

Dunlap quickly identified key areas for improvement. He overhauled Deck Masters’ lead generation strategy, implementing a CRM system to track inquiries and automating follow-ups to ensure no potential customer slipped through the cracks. He also trained the existing team—two part-time salespeople and Torres himself—on consultative selling techniques, shifting their focus from generic pitches to tailored solutions that addressed client needs, such as eco-friendly materials or custom designs. Dunlap leveraged his industry connections to partner Deck Masters with local real estate agents, creating a referral pipeline that brought in higher-quality leads. By June 2024, just three months into his tenure, Deck Masters saw a 35% increase in booked projects, with average deal sizes growing by 20% due to up-selling opportunities he introduced.

The results continued to compound over the next six months. By December 2024, Deck Masters reported a 60% year-over-year sales increase, attributing $450,000 in additional revenue directly to Dunlap's strategies. The fractional model proved ideal: for a fraction of the cost of a full-time hire, Torres gained access to top-tier expertise without long-term overhead. Dunlap worked 15 hours a week, splitting his time between Deck Masters and another client, yet delivered a fully scalable sales framework that the team could sustain. As of March 2025, Deck Masters has expanded its crew to handle the increased workload and is exploring a second location—all made possible by the strategic boost from InHomeSellers.com. This case underscores how fractional contract sales management can transform small businesses by blending affordability with high-impact results.

Background and Challenge:
NextGen Solutions, a small tech startup based in San Antonio, Texas, had developed an innovative SaaS platform for streamlining project management in mid-sized businesses. By early 2021, the company had gained traction with a handful of loyal clients, generating $500,000 in annual recurring revenue (ARR). However, founder Lisa Tran recognized that their ad-hoc sales approach—relying on her technical team to double as salespeople—was limiting growth. With a lean budget and no room for a full-time sales director, NextGen needed a way to professionalize its sales efforts and capitalize on a growing pipeline of leads without compromising cash flow.

Solution and Implementation:
In April 2021, Lisa turned to ContractSalesManager.com and hired Kenny Anderson, a fractional sales manager with over 8 years of experience in B2B tech sales. Anderson committed to 15 hours per week, diving into NextGen’s operations to craft a tailored sales strategy. He began by auditing the existing sales funnel, identifying bottlenecks where leads were dropping off due to inconsistent follow-ups. Anderson introduced a structured sales process, integrating a CRM tool to automate lead tracking and nurturing. He also coached NextGen’s team on consultative selling techniques, enabling them to better articulate the platform’s value to prospects. Beyond internal improvements, Anderson leveraged his network to connect NextGen with potential channel partners, amplifying their reach in the tech ecosystem.

Outcomes and Future Impact:
By October 2021, the impact of Anderson’s fractional leadership was undeniable. NextGen’s ARR surged by 40% to $700,000, driven by a 50% increase in closed deals and a 25% uptick in average contract value thanks to Anderson’s process selling strategies. The CRM implementation reduced lead response time from 48 hours to under 12, boosting conversion rates by 30%. Additionally, two new channel partnerships secured through Anderson’s connections accounted for 15% of the new revenue. With a scalable sales foundation in place, NextGen began planning a Series A funding round in early 2022, confident in their ability to demonstrate sustainable growth. Hiring Anderson through ContractSalesManager.com proved to be a game-changer, delivering high-impact sales leadership at a fraction of the cost of a full-time hire.

Company Background:

Alert Safe Security, a small security alarm company based just outside of Chicago, Illinois, had been installing residential and commercial alarm systems since 2017. With a team of six employees—including three technicians, one office manager, and two inexperienced salespeople—the company had built a solid local reputation for quality installations. By mid 2021, however, Alert Safe was struggling to grow beyond its $750,000 annual revenue. Founder Tony Martin, a former electrician, excelled at operations but lacked the sales expertise to scale the business. Leads were inconsistent, the sales team lacked direction, and competitors were eating into their market share.

The Challenge:

Tony knew Alert Safe needed a stronger sales strategy to hit her goal of $1.2 million in revenue by the end of 2021. Hiring a full-time sales manager was out of the question—salaries for experienced professionals started at $90,000 plus benefits, a cost her lean operation couldn’t absorb. The two salespeople, while enthusiastic, closed only 15% of their leads due to poor follow-up and no clear process. Tony tried managing sales himself but was stretched thin overseeing installations and customer service. He needed expert help—fast, affordable, and flexible.

The Solution: Fractional Sales Management with Doug Brooks

In May 2021, Tony discovered ContractSalesManager.com through a local Chamber of Commerce webinar featuring Doug Brooks, a seasoned sales expert with over 30 years of experience helping small businesses. His pitch—“expert sales leadership at a fraction of the cost”—caught his attention. After a 30-minute consultation, Tony hired Doug as a fractional sales manager for 10 hours a week at $3,500 per month, a stark contrast to the $8,500+ monthly cost of a full-time hire.

Doug, founder of ASE Corporation and Contract Sales Manager, brought a wealth of experience from training sales teams across 48 states. His approach was hands-on yet strategic, tailored to Alert Safe’s size and industry.

Implementation:

1. Sales Health Check: Doug began with a free “sales health check,” analyzing Alert Safe’s pipeline, lead sources, and closing rates. He identified three gaps: no CRM system, inconsistent follow-ups, and a lack of upselling to existing clients.
2. Process Overhaul: Within two weeks, Doug implemented a simple CRM (costing $30/month) and designed a streamlined sales process: qualify leads, schedule consultations within 48 hours, and follow up within 24 hours of every quote. He trained the team via virtual sessions, leveraging his virtual management expertise.
3. Team Coaching: Doug held weekly one-on-one Zoom calls with the salespeople, setting individual goals (e.g., “increase follow-ups by 50%”) and role-playing objection handling (e.g., “Your competitor is cheaper”). He introduced a commission tweak to reward upselling add-ons like smart cameras.
4. Quick Wins: Doug tapped his network to secure a referral partnership with a local real estate firm, generating 10 new leads in the first month. He also crafted an email campaign targeting past customers, offering a $99 monitoring upgrade.

Results:

• 30 Days In: The sales team’s close rate jumped from 15% to 25%, adding $25,000 in new contracts. The real estate partnership landed a $15,000 commercial deal.
• 90 Days In: Revenue from upselling hit $40,000, and the pipeline grew by 35% with Doug’s lead-gen tactics. The team adopted the CRM fully, cutting wasted follow-ups by 60%.
• 6 Months In (December 2021): Alert Safe’s year-to-date revenue reached $950,000, on track to hit $1.2 million by December. The sales team, now self-sufficient with Doug’s playbook, maintained a 28% close rate. Tony reduced Doug’s hours to 5 per week ($1,250/month) as the team took ownership.

Key Takeaways:

• Cost Efficiency: Doug’s fractional role saved AlertSafe over $60,000 annually compared to a full-time hire, delivering a 5x ROI in six months.
• Flexibility: The ability to scale Doug’s hours up or down matched AlertSafe’s growth pace perfectly.
• Expert Impact: Doug’s decades of experience brought instant credibility and results, proving small businesses don’t need a full-time expert to compete.
• Team Empowerment: His coaching turned novices into confident closers, freeing Tony to focus on operations.

Client Testimonial:
“Doug was a game-changer,” Tony said. “I was skeptical about fractional management, but he got us results faster than I thought possible. We’re not just surviving now—we’re thriving.”

Looking Ahead:
With Doug’s guidance, Alert Safe plans to expand into neighboring counties in 2023, using the same scalable sales model. Tony credits ContractSalesManager.com for giving him the tools and confidence to think bigger.