RESIDENTIAL ELEVATORS · SALES TRAINING PORTAL
Welcome to the
Field Playbook.
Everything you need to move from first builder meeting to signed contract — product knowledge, deal flow, objection handling, and the relationship framework that closes luxury residential elevators.
Modules
5
Training sections
Avg. Close Cycle
6–18
Months from spec to PO
Avg. Project Value
$35K+
Furnished & installed
MODULE 01
Onboarding &
Orientation
Orientation
Company structure, your territory, the builder/architect/developer ecosystem, and how to get set up on day one.
MODULE 02
Product
Knowledge
Knowledge
Full product line, drive systems, cab configurations, luxury finish options, and how buyers in this market decide.
MODULE 03
The Sales
Process
Process
Deal stages from first contact to install, who makes decisions and when, and how to run your pipeline without letting deals slip.
MODULE 04
Objection
Handling
Handling
Price objections in luxury residential, how to position against competitors, and how to handle spec timing pushback.
MODULE 05
Field Tools
& Resources
& Resources
Sell sheets, leave-behinds, builder meeting playbook, and the relationship framework for building long-term referral pipelines.
OUR HERITAGE
The REI
Story
Story
Bobby Boeneke's founding vision, the family legacy, 30+ years of American craftsmanship, and the principles that guide everything we do.
DAILY DISCIPLINES
TSM Daily Report Checklist
Your 5 Salesforce workflow reports reviewed in order — every day. If you know these cold, you know your business. If management asks, you have the answer.
💰 Commission Trigger 1 & 2 Mapped
Printable Format
BACK TO BASICS
Phase 1 · Leads & Opportunities
Follow up. Quote everything. Prioritize by construction stage. Signed + deposit = your first commission.
Phase 2 · P&I Project Management
50 jobs, every one with a next action and projected install date. Site visits twice a month minimum. Photos daily.
Phase 3 · Builder Priority & Volume
Your largest volume builders get your highest attention. Know who drives your business — the numbers tell you.
Construction Stage Priority
Projected Close Date
Next Action Column
Builder Volume Tiers
💰 Commission Triggers
Open →
📍 Project Lifecycle Timeline
Sales Activity
Coordination
Install / Close
01
Prospect
Identified
Identified
02
Intro
Meeting
Meeting
03
Active
Spec
Spec
04
Quote
Delivered
Delivered
05
PO
Committed
Committed
06
Install &
Delivery
Delivery
07
Closed
Won
Won
STAGE 01
Prospect Identified
Builder confirmed in territory with active luxury projects. No formal contact yet. Action: Research project pipeline, pull permit records, create Account + Opportunity in Salesforce.
SF: Prospecting
STAGE 02
Intro Meeting
First in-person or phone introduction. Goal: Relationship, not pitch. Leave the REI catalog or brochure. Identify active projects. Log call activity and next step in Salesforce within 2 hours. Typical timeline: Month 1–2.
SF: Qualification
STAGE 03
Active Spec Conversation
Specific project on the table. Product recommendation made, hoistway requirements provided, framing coordination underway. This is your highest-leverage stage — lock spec before framing closes. Typical timeline: Month 2–6.
SF: Needs Analysis
STAGE 04
Quote Delivered
Formal quote submitted. Follow up within 48 hours. Address questions, confirm timeline alignment with rough-in schedule. Update Opportunity amount and close date in Salesforce. Typical timeline: Month 4–9.
SF: Value Proposition
STAGE 05
PO / Verbal Commitment
Builder verbally commits or issues PO. Confirm deposit, lead time, and install contact. Move Opportunity to Closed Won in Salesforce and create a follow-up task for install coordination. Typical timeline: Month 6–14.
SF: Perception Analysis
STAGE 06
Install & Delivery
Unit shipped and installed by the install team. Stay visible — show up at delivery, walk the job with the builder. Resolve any punch list items immediately. Log final activity note in Salesforce. Typical timeline: Month 9–18.
SF: Id. Decision Makers
STAGE 07
Closed Won
Job complete, builder satisfied. Ask for the next project in their pipeline before you leave the site. Log close date, final revenue, and "next project" notes in Salesforce. This conversation seeds your next deal. Typical timeline: Month 12–18+.
SF: Closed Won
MO. 1
MO. 3
MO. 6
MO. 9
MO. 12
MO. 15
MO. 18+
⚡ Field Principles
- 01The builder is your most important long-term relationship — one builder can deliver 10+ projects per year. Protect that relationship at every touchpoint.
- 02Elevators are spec'd at framing, but the decision is made at permit. Get in early and stay in front of it — late specs kill deals.
- 03In luxury residential, the homeowner is the emotional buyer. The builder is the logical buyer. Speak to both, but let the builder lead the conversation.
- 04Price is rarely the real objection. Budget concerns usually mean timing, uncertainty about the product, or distrust of the install process. Solve the real problem.
- 05Salesforce is your second memory. If it's not logged in Salesforce, it didn't happen. Every site visit, call, spec change, and next step goes in — no exceptions.
Our Heritage
Built on
Principle.
Built in America.
For nearly three decades, Residential Elevators has stood as America's premier home elevator company — family-owned, American-made, and guided by one unwavering conviction: do the right thing.
30+
Years in Business
2,000+
Elevators Installed Annually
15
States Served Directly
200+
American Employees
Proudly Designed
Manufactured
& Installed in the United States of America
The Founding Story
A Vision Born in North Florida
Bobby Boeneke had a knack for spotting opportunity. In the mid-1990s, a client and soon-to-be business partner shared a story that sparked an idea: luxury waterfront condos weren’t selling until home elevators were installed.
Bobby, with his background in banking, finance, and business, saw more than a simple fix — he saw a growing need. He understood the evolving real estate landscape, the rise of urban multi-story homes, and the needs of an aging population seeking to age in place.
In 1996, Bobby and his partner purchased a small home elevator company in North Florida. From that vision, Residential Elevators was born. They set out with one ambitious goal: to build the best home elevators in the industry — achieved by assembling top-tier elevator professionals and applying the same advanced research and technology used in high-rise commercial systems.
Today, with two manufacturing facilities, a nationwide network of sales reps, and a team devoted to excellence, Residential Elevators is the nation’s leading provider of home elevators. Still family-owned, still guided by Bobby’s enduring mantra: “Do the right thing.”
“Do the right thing.”
— Robert “Bobby” Boeneke, Founder · Residential Elevators
Robert “Bobby” Boeneke
March 8, 1964 — January 21, 2015
Born at the U.S. Naval Air Station Hospital in Kenitra, Morocco, Bobby grew up in Jacksonville, Florida with an entrepreneurial spirit that never dimmed. At age 36, he became Owner and President of Residential Elevators, relocating his family to Tallahassee to build what would become the nation’s leading home elevator company.
Bobby handpicked some of the finest talent in Florida. He led with professionalism, fairness, and genuine care — treating employees, suppliers, and customers alike as family. By 2001, his wife Demory and his brother Chip had joined the business in leadership roles, cementing the family legacy.
His vision was precise: the aging Baby Boomer generation would drive demand, and real estate trends toward smaller multi-story footprints would make home elevators not a luxury, but a necessity. He was right.
“The climate of professionalism, fairness, and cooperation is systemic throughout this top tier corporation.”
— S.P. Fults, President · Stedebani Enterprise, Supplier to REI
Company History
Nearly Three Decades of American Craftsmanship
1996
Residential Elevators Is Founded
Bobby Boeneke and his business partner purchase Presidential Elevators, a small home elevator company in Crawfordville, North Florida. The company is renamed Residential Elevators with a singular mission: to build the finest home elevators in America.
Late 1990s
Family Joins the Business
Bobby’s family becomes fully involved in company operations. His wife Demory and his brother Chip take on leadership roles. The Boeneke family — living at times in a trailer behind the Crawfordville manufacturing plant — invested every dollar back into growth, building the foundation of what REI would become.
Early 2000s
Rapid Growth & National Expansion
Bobby assembles a team of elite elevator craftsmen and industry talent. REI expands across the Southeast, opening a second manufacturing facility in Cairo, Georgia. Sales representatives are established in 15 states, with administrative offices in Tallahassee, Florida.
2010s
America’s Largest Home Elevator Manufacturer
Residential Elevators becomes the largest manufacturer and installer of residential elevators in the United States. With over 170 employees, two manufacturing plants, and factory-trained installation crews, REI installs more than 2,000 custom elevators per year — the only full-service, family-owned, factory-direct company in the country.
January 21, 2015
Passing of the Founder
Bobby Boeneke passes away at his home in Tallahassee at age 50. His legacy — a company built on integrity, craftsmanship, and the conviction to “do the right thing” — lives on in every elevator his team manufactures. The Boeneke family and leadership team continue building upon the foundation he established.
Present Day
Family-Owned. American-Made. Still Growing.
Led by CEO Tom Hance and guided by Bobby’s enduring philosophy, Residential Elevators continues to grow at a double-digit rate. The company remains family-owned, manufacturing every elevator in the United States. Bobby’s son Rhyse, who was just five months old when his father purchased the company in 1996, is now part of the leadership team — a living testament to the family legacy Bobby built.
Manufactured in the United States of America
Our American Legacy
A Legacy Built the Right Way
From the very beginning, Bobby Boeneke insisted on one thing that set Residential Elevators apart from every competitor: total control of the supply chain, entirely within the United States. Every elevator is designed, engineered, manufactured, delivered by our own fleet of semi-trucks, and installed by our own factory-trained crews — not subcontractors.
Our manufacturing facilities in Crawfordville, Florida and Cairo, Georgia employ skilled American craftsmen who take personal pride in their work. Each cab is built from seven-ply cabinet grade plywood — never particle board — with all-hardwood trim, factory lacquer finish, and custom stains. Every unit is powder coated for durability. Every weld, every joint, every wire is inspected with the care of a craftsman who puts their name on what they build.
2
U.S. Manufacturing Plants
0
Third-Party Subcontractors
950 lbs
Industry-Leading Capacity
30–40 yrs
Service & Support Commitment
What We Stand For
The Principles That Guide Everything We Do
01
Quality Without Compromise
Every elevator we manufacture meets the same advanced research and technology as high-rise commercial systems. Seven-ply cabinet grade plywood. All-hardwood trim. Powder-coated metal. No shortcuts — ever. Our competitors plan for 10 years. We build for 30 to 40.
02
Family Ownership & Accountability
Residential Elevators has remained family-owned since Bobby Boeneke founded it in 1996. That ownership means accountability at every level — from the craftsman in the cab shop to the TSM on the job site. Your project is personal to us because this company is personal to us.
03
American Craftsmanship
Both of our manufacturing plants operate on American soil, employing American workers. We never use contractors for installation. Our own factory-trained teams deliver, install, and service every elevator we sell — coast to coast.
04
Factory-Direct Service for Life
There is no charge for telephone customer assistance for the lifetime of your elevator. Our trained service professionals — not call centers — understand elevators inside and out. When you need us, we are there. That is a promise Bobby made, and one we keep.
05
Total Supply Chain Control
We are the only company of our kind that manufactures, ships with our own fleet, installs, and services our elevators throughout the United States. Total control means total accountability — and the highest possible quality experience for every customer.
06
Do the Right Thing
Bobby Boeneke’s guiding principle is not a slogan. It is the operating philosophy behind every decision made at Residential Elevators. When a situation is unclear, when a shortcut presents itself, when a choice must be made — the answer is always the same: do the right thing.
In Their Own Words
The People Behind Every Elevator
Cab Shop · Craftsman
“I’ve done woodwork all my life and consider it a craft. My name goes on each cab I build, and I make the time to give the customer the best product their money can buy. Whether it’s the stainless steel cab I created for a NASCAR driver, the mahogany and smoked gray plexiglass cab for a beach home, or the crisp lines of the Shaker design for an older couple wanting to stay in their multi-story home — every cab I build comes from a place of caring and craftsmanship.”
Research & Development
“Our competitors plan for 10 years and they’re done. At Residential Elevators, we support your home elevator for 30 to 40 years — with employees who know how to service and support your elevator, as well as make upgrades when new technologies become available. When I was a kid, a garage door opener was a luxury. Now you can’t find a home without one. Today, the same thing is happening with home elevators.”
13 Years with Residential Elevators
Territory Sales Manager
“I’m proud to represent the gold standard in the business as a Manufacturer Representative for almost 19 years. The fact that I have been representing the same company for that long speaks volumes. We control all aspects of the process — from manufacturing at our two facilities, delivering with our own fleet of semi-trucks, and installing with our own factory-trained crews. Most other companies use subcontractors. We don’t.”
Nearly 19 Years with Residential Elevators
Service Department
“My objective is to treat our customers like family. We want to build rapport and trust. Our entire team is committed to your safety and comfort because we know your family, friends, and even your pets depend on your home elevator. We support your elevator for the lifetime of the product — because that is what Bobby believed in, and that is what we believe in.”
Family Owned & Operated
The Boeneke Family Legacy
★ Family Owned Since 1996
🇺🇸 American Made
◆ 30+ Year Legacy
When Bobby Boeneke purchased a small elevator company in Crawfordville in 1996, his family didn’t just support his vision — they joined it. His wife Demory and brother Chip took on leadership roles as the company grew. The Boeneke children grew up hearing the daily challenges and triumphs of building a business, and that intimate knowledge became an unshakeable foundation.
Bobby’s son Rhyse was just five months old when Residential Elevators was founded. Today, as part of the leadership team, he carries forward a legacy that is quite literally in his blood.
The company Bobby built — from a trailer behind a manufacturing plant in Crawfordville to the nation’s leading home elevator manufacturer — remains family-owned. That matters. It means the people making decisions about your elevator have a personal stake in getting it right.
A Supplier’s Perspective
“As a manufacturing professional for nearly 44 years, I have been exposed to a vast array of corporate cultures. Residential Elevators’ modern day Founder, Bobby Boeneke, laid the strong framework and led the Company to great success by treating everyone as ‘family,’ including suppliers. The climate of professionalism, fairness, and cooperation is systemic throughout this top tier corporation. Very clearly, Residential Elevators is a model of ‘How to do it right.’”
S.P. Fults
President · Stedebani Enterprise, Co., Inc. · Florida
Contact & Locations
Headquarters
2910 Kerry Forest Pkwy, D4-1 · Tallahassee, FL 32309
Manufacturing
Crawfordville, FL & Cairo, GA
800.832.2004 · ResidentialElevators.com
2910 Kerry Forest Pkwy, D4-1 · Tallahassee, FL 32309
Manufacturing
Crawfordville, FL & Cairo, GA
800.832.2004 · ResidentialElevators.com
Onboarding & Orientation
Get oriented fast. This module covers who we are, how the territory works, who you're selling to, and what you need set up before your first builder meeting.
Who We Are
Residential Elevators (REI) is the only full-service, family-owned home elevator company in the country. We handle everything in-house — sales, design, manufacturing, installation, and service. No outsourcing, no hand-offs to third parties. Every elevator we sell is built and installed by our own team.
Our products are specified into luxury custom homes, high-end renovations, vacation homes, senior living projects, and short-term rental properties across the U.S., Canada, and the Caribbean. We compete on craftsmanship, design flexibility, and service reliability — not price. Every rep in the field is an extension of that positioning.
Primary Market
Luxury Residential · Custom homes, vacation homes, senior living
Company Structure
Family-owned · Full-service (mfg + install + service) · Made in USA
Sales Channels
Builder-direct, architect spec, developer partnerships, homeowner-direct
What We Sell
Elevator unit + design + installation + ongoing service
Service & Support
1-800-832-2004 · residentialelevators.com
Code Standard
ASME A17.2 · NAHB Age-in-Place certified · Full electrical specs on site
Core Positioning
We are not the cheapest option. We are the right option — the only company that designs, builds, installs, and services every elevator we sell. That's the differentiator. A builder who uses REI gets one point of accountability from spec to service call.
How the Business Works
Revenue comes from equipment sales, installation, and service agreements. Your focus is on equipment sales and builder relationships — install is handled by our in-house install team, service by the service division. Commission is tied to equipment contracts.
Deals cycle 6–18 months from first spec to PO. A builder you meet today may not generate a purchase order for 9 months. This is a long game — relationships and consistent follow-up win. REI's full-service model gives you the strongest close argument in the industry once a builder has experienced our install and service quality.
Your Territory
Territory structure varies by region, but most TSMs own a defined geographic area anchored around high-density luxury construction corridors — typically including coastal communities, emerging inland luxury markets, and specific metro submarkets. Know your boundaries and your top zip codes by permit volume.
The Ecosystem: Who You're Dealing With
Primary Contact
The Builder
Cares about: schedule, callbacks, price predictability. They control the spec and the purchase order. This is your most important relationship.
Specifier
The Architect
Cares about: design integration, finishes, documentation. They influence spec — especially in higher-end projects where they drive finish selections.
End User
The Homeowner
Cares about: aesthetics, safety, the experience. Rarely in the room during spec, but their preferences can pull an upgrade or restart a spec conversation.
Secondary Contacts
- Interior designers (drive finish upgrades)
- General contractors (timeline coordination)
- Real estate developers (multi-unit volume)
- Project managers (operational liaison)
Where to Find Prospects
- Local building permit records
- HBA / NAHB chapter meetings
- Architectural firm websites
- Active construction site visits
- Luxury real estate agent referrals
REI Planning Use Cases — Know Your Opportunities
REI's product is positioned across six distinct planning scenarios. Each has a different buyer, different urgency, and a different entry point for the conversation.
New Construction
Stacked closets at design stage = easiest spec. Get in during design development before framing docs are finalized. Best opportunity for upsell.
Retrofit / Remodel
The Level (pitless) opens deals where concrete cutting isn't possible. REI's team can plan and fabricate for pre-existing designs with the same precision as new builds.
Future-Proofing
Age-in-place and "forever home" conversations. Spec a shaft during new construction now, install later. NAHB Age-in-Place certification supports this pitch.
Vacation Homes
Strong market along 30A and similar coastal corridors. Accessibility and mobility are the entry point — design is the closer.
Short-Term Rentals
Investment property owners respond to accessibility demand and premium amenity positioning. An elevator justifies a higher nightly rate and broader guest pool.
Senior Living
Safety and ease-of-use drive the decision. The LLT's Auto Lowering emergency feature and NAHB Age-in-Place certification are your strongest proof points.
Tools You'll Use Daily
Salesforce CRM
Your pipeline, every opportunity, every contact, every activity. If it's not in Salesforce, it didn't happen. This is your system of record.
Email + Calendar
Keep follow-up scheduled. Never let more than 2 weeks pass on an active opportunity without a touch. Sync your calendar with Salesforce tasks.
Product Configurator
REI's Design Your Own tool at residentialelevators.com — use in homeowner meetings to visualize cab styles and finishes. Attach quote documentation directly to the Salesforce Opportunity.
Field Assets Folder
Sell sheets, spec sheets, CAD drawings. Always have digital versions accessible on mobile. Link key docs to Salesforce Account records.
Salesforce: What Good Looks Like
Every Opportunity in Salesforce must be complete enough that your manager can open it cold and understand the full status. Incomplete records mean invisible pipeline — and invisible pipeline doesn't get managed.
| SF Object | Required Fields | When to Update |
|---|---|---|
| Account | Company name, primary contact, phone, address, account type (Builder / Architect / Developer) | At first contact — before you log any activity |
| Contact | Full name, title, mobile, email, linked Account | Every new person you meet — same day |
| Opportunity | Project name, project address, stage, estimated close date, amount, next step | Any time stage, amount, or timeline changes |
| Activity / Task | Call log or meeting note with outcome and next step; due date on follow-up task | Within 2 hours of every builder interaction |
Salesforce Standard
Every Opportunity must have: project address, construction stage, estimated install date, current SF stage, and a future-dated follow-up task. No open task = the deal is sitting still.
Salesforce Setup Checklist
- Salesforce login credentials received from manager and account activated
- Mobile Salesforce app installed and synced on phone
- Territory and account ownership configured by admin
- Email integration connected (Outlook or Gmail → Salesforce)
- Walked through Opportunity stages with manager — understand each SF stage name
- First 3 Accounts and Opportunities entered manually (practice run)
- Email signature set up with title and direct contact info
- Product configurator access confirmed — quote PDF workflow tested
- Field assets folder downloaded to mobile device
- Reviewed territory map with manager
- Shadowed at least one field meeting before going solo
First 30 Days
The expectation in month one depends entirely on your starting point. If you're walking into an existing territory with inherited pipeline, you should be closing 1–3 contracts within 30 days — those deals were already in motion. If you're opening a brand new market from scratch, you're planting — but you're planting aggressively, not cautiously.
Either way: day one is not about learning. It's about moving.
Established Territory
- Inherited pipeline — audit every open Salesforce Opportunity within 48 hours
- Contact every Stage 3+ deal by end of Week 1 — reintroduce yourself, confirm status
- Target 1–3 signed contracts by Day 30 from deals already in motion
- Relationship-building runs in parallel, not instead of closing
New / Greenfield Market
- No inherited pipeline — first 30 days is foundation and first contact
- Expect first close at Month 4–6 as spec conversations mature
- Hit relationship volume targets hard in Week 2–4 to compress the timeline
- First 10 builder relationships determine your next 12 months of revenue
1
Days 1–3: Get Live, Get Oriented
Salesforce access live, mobile app installed, tools confirmed. Walk the product line — know the lineup cold before your first builder conversation. Shadow one field call if possible. Don't spend more than 3 days on internal setup.
2
Days 4–7: Audit & Prioritize
Pull your full Salesforce pipeline. Stack-rank open Opportunities by stage and estimated close date. Identify deals that need a contact in the next 7 days. For new markets: pull permit records and map the top 20 builders by project volume and price point.
3
Days 7–14: Relationship Introductions
Get in front of 10–15 builders and architects — in person wherever possible. Introduce yourself. Ask about their current pipeline. Leave the REI catalog or brochure. This is a listening tour: your goal is to understand their projects, their current suppliers, and their pain points. Log every contact in Salesforce same day.
4
Days 14–21: Convert Intros to Spec Meetings
Follow up on every intro contact. Push to schedule a spec meeting around a specific active project. Present the product line with a product recommendation tailored to their home price point. Lock hoistway requirements for any project currently in framing.
5
Days 21–30: Close What's Ready, Seed What's Not
For established territories: advance your inherited Stage 4–5 deals to close. For new markets: deliver your first quotes and confirm next steps on every open Opportunity. No deal should be stageless or taskless in Salesforce by Day 30.
30-Day Targets
Established territory: 1–3 signed contracts, 20+ builder contacts confirmed, all inherited Opportunities audited and staged accurately in Salesforce.New market: 15–20 builder introductions made, 8–10 spec meetings scheduled or completed, 15+ Opportunities created in Salesforce with accurate stages and next steps.
The Hard Truth
Reps who spend month one in "learning mode" lose 90 days of compounding relationship capital. The builders who trust you in month six are the ones you called in week two. Move early, move often, and log everything.
Product Knowledge
Know the product cold. Builders and architects ask technical questions fast — your credibility depends on answering them without hesitation.
The REI Product Line
REI offers nine distinct cab styles — from traditional to fully custom glass. Every style is available on Traction, Hydraulic, or Pitless drive systems. Your job is to match the cab aesthetic to the home's design language and the drive system to the build's structural reality. Know all nine styles visually — builders and designers will reference them by name.
Traditional
Classic
Timeless paneling and trim · Broad builder appeal · Versatile across price points
Elevated Standard
Signature
Upgraded materials and detailing · Core luxury spec · Strong builder default for $1.5M+ homes
Premium
Reserve
Refined finishes and panel depth · High-end residential · Pairs well with estate-level interiors
Trend
Modern Farmhouse
Shiplap-inspired detailing · Coastal / rural luxury · Strong market fit along 30A and similar corridors
Character
Vintage
Aged metals, warm tones · Old-world aesthetic · Distinctive for historic renovations and custom builds
Grand
Estate
Ornate millwork and rich finishes · $3M+ builds · Designed to anchor grand foyer and stair hall spaces
Craftsman
Shaker
Clean panel lines, minimalist hardware · Transitional interiors · Architect-friendly spec
Contemporary
Stainless Steel
Brushed stainless interior · Modern / industrial · Popular in urban luxury, developer projects
Statement Piece
The Vision
All-glass cab · Brushed aluminum silver or black · Glass touchscreen option · Panoramic, focal-point design
Default Spec Strategy
Lead with Signature in a first conversation — it fits most luxury residential projects and keeps the upgrade path open. If the homeowner or interior designer is engaged in the cab conversation, move to Reserve or Estate. For design-forward or contemporary builds, push The Vision — it closes upgrade conversations on its own once seen.
Builder Resource
Full catalog, design configurator, and drawings at residentialelevators.com — direct builders and architects to the Drawings & Specifications page. The Design Your Own tool is a strong homeowner engagement resource.
Drive Systems: The Three REI Types
REI offers three drive systems — InfraDrive™ Traction, Hydraulic, and Pitless. Every cab style is available on any drive system. Know the specs cold: builders and architects will ask, and the answer changes their framing, electrical, and structural plans.
| System | REI Product Name | Machine Room | Pit Depth | Capacity | Max Travel | Best For |
|---|---|---|---|---|---|---|
| InfraDrive™ Traction | InfraDrive™ | Not required | 8 in. minimum | 950 lbs | 50 ft. | Ultra-quiet luxury spec — decade in development, quietest system REI has ever tested |
| Hydraulic | Luxury Lift LLH | Required | 8 in. minimum | 950 lbs | 50 ft. | High-capacity projects; commercial-grade lift in a residential setting |
| Pitless | The Level | Not required | 0 in. (2½" step-up on bottom landing) | 950 lbs | 50 ft. | Retrofits and remodels where cutting existing concrete is not feasible |
Lead Time (All Types)
4–6 weeks from production to installation completion
Max Speed (All Types)
40 ft./min
Capacity Note
750 lbs required by code in certain jurisdictions — confirm locally
Full Spec Sheets
residentialelevators.com/drawings-specifications — send to architects and GCs
InfraDrive™ — Traction (REI's Luxury Spec)
The InfraDrive™ is REI's flagship traction system — nearly a decade in development. It places all controls and mechanicals in optimized positions to reduce elevator noise to a near-whisper both inside and outside the hoistway. It is the quietest elevator REI has ever tested. No machine room required. Position this for homeowners who are noise-sensitive, master bedroom adjacencies, or any project where ride quality leads the conversation.
Overhead — 6'8" Cab
Minimum 102" from top floor finished flooring to lowest point of finished hoistway ceiling
Overhead — 7'4" Cab
Minimum 108" from top floor finished flooring to lowest point of finished hoistway ceiling
Overhead — 8'0" Cab
Minimum 114" from top floor finished flooring to lowest point of finished hoistway ceiling
Machine Room
Not required — compact design preserves usable living space
InfraDrive™ Pitch Line
"We spent almost a decade engineering this. It is genuinely the quietest home elevator we have ever built — you can barely hear it from outside the hoistway. For a homeowner who wants the best, this is it." Use for master suite adjacencies, open-plan homes, or any buyer who asks about noise.
Luxury Lift LLH — Hydraulic
The LLH offers the highest lift capacity in the REI line — 950 lbs, equivalent to commercial elevator standards. Requires a machine room but delivers commercial-grade performance. Position this for developers, larger families, or homeowners who prioritize maximum capacity. Low maintenance consistent with REI's engineering track record.
The Level — Pitless
REI's newest system and one of the few pitless residential elevators available anywhere. No pit cutting required — it sits level with the floor with a 2½-inch step-up on the bottom landing. Tested to support 4,750 lbs structurally. This is your primary tool for retrofit and remodel projects where cutting an existing concrete slab is off the table.
Retrofit Conversation Trigger
When a builder or homeowner says "we looked at adding an elevator but couldn't cut the slab," that's your The Level conversation. Most competitors don't have a true pitless option. REI does. It opens deals that would otherwise be dead.
Cab Styles & Finish Options
The cab is what the homeowner lives with every day. In luxury residential, this is the emotional center of the sale. Know the nine styles visually — and know which ones to lead with based on the home's design direction.
Traditional & Transitional Styles
- Classic — timeless paneling, broad appeal, fits any residential style
- Signature — elevated detailing, default luxury spec for most builders
- Reserve — refined finishes, deeper panel depth for premium homes
- Shaker — clean lines, minimalist hardware, architect-friendly
- Vintage — aged metals and warm tones, distinctive character
Premium & Statement Styles
- Estate — ornate millwork, rich finishes, $3M+ builds and grand foyers
- Modern Farmhouse — shiplap-inspired, strong coastal and rural luxury fit
- Stainless Steel — brushed interior, contemporary and developer projects
- The Vision — all-glass cab, panoramic design, conversation-piece positioning
The Vision — Glass Cab Closer
The Vision is REI's all-glass cab elevator — designed to be a focal point in the home, not a hidden utility. Where other cabs blend in, The Vision commands the space. It's the highest-margin conversation starter in the lineup.
Finish Options
Brushed aluminum silver · Brushed aluminum black
Upgrade Options
Glass touchscreen control panel · Glass gate · Custom glass panel configurations
Design Effect
Panoramic views of the home interior · Natural light transmission · Creates sense of spaciousness
Best For
Open-plan luxury homes, two-story great rooms, homes where the stair hall is a design feature
Vision Upgrade Trigger
If the homeowner or architect mentions an open staircase, a two-story great room, or a "feature moment" in the floor plan — that's your Vision conversation. Show it, don't describe it. Pull up residentialelevators.com/thevision on your phone. The visual closes the upgrade without you having to sell it.
New Products — Upgrade Options to Know
REI's newest product line includes four upgrade items that generate incremental revenue and strengthen the design conversation. Know all four — each targets a different buyer concern.
StrikeLock
Elevator door security system · 5 standard finishes: Brushed Stainless, Mirror Stainless, Brushed Bronze, Mirror Bronze, Black · Custom finishes available · Safety, unauthorized access prevention, peace of mind · residentialelevators.com/strikelock
The Curve
Wrap gate / folding gate design · Flat surface look, disappears when retracted · Frame colors: Aluminum Black, Silver, Gold · Panel materials: Unfinished Walnut, Clear Safety Glass, Unfinished Oak, Unfinished Maple · Manual or Automatic Power Gate Operator · Compatible with all cab heights and most cab styles · residentialelevators.com/thecurve
Glass Touchscreen
Control panel upgrade · Sleek, responsive glass interface replacing standard button panel · Pairs naturally with The Vision glass cab · High-design appeal for contemporary and luxury builds · residentialelevators.com/glasstouchscreen
InfraDrive™ Drive System
Ultra-quiet traction upgrade · Quietest system REI has ever built · Nearly a decade in development · Position for noise-sensitive buyers, master suite adjacencies, open-plan homes · residentialelevators.com/infradrive
New Products Page
Full overview at residentialelevators.com/new-products-home-elevators — bookmark this and share with builders and designers who want to see what's current. Each product has its own page with photos and details.
Design Your Own — Homeowner Tool
REI's online Design Your Own configurator at residentialelevators.com lets homeowners visualize their cab before committing. Use this in homeowner-facing meetings — it's an engagement tool that dramatically shortens upgrade conversations and reduces spec changes after commitment. Send the link as a follow-up after any homeowner meeting.
Electrical Requirements
These are REI's published electrical requirements — the electrician needs these before rough-in. Send them the full Electrical Requirements Package from residentialelevators.com/electrical-requirements. Late electrical coordination is one of the most common spec delays. Get these numbers to the builder's electrician early.
| Circuit | Requirement | Notes |
|---|---|---|
| Main Power | 10/3 with Ground Pigtail (min. 6") | 30-amp dedicated circuit from panel |
| Cab Light Power | 12/2 with Ground Pigtail (min. 6") | 20-amp dedicated circuit from panel |
| GFI Outlet | One (1) GFI outlet in machine space | Required per code |
| Lighting Fixture | One (1) fixture with protective cover over bulb | Wall switch required; protective cover mandatory |
| Phone Line | One (1) live land-based phone line | 10'-0" minimum pigtail · Required per code |
Field Standard
The phone line requirement catches builders off guard on modern builds. Flag it early — many newer homes don't have land-based phone infrastructure planned. The electrician needs to rough this in during framing. A missed phone line can fail inspection and delay certificate of occupancy.
Structural Requirements by Drive Type
| Requirement | LLT Traction | LLH Hydraulic | The Level (Pitless) | Who Coordinates |
|---|---|---|---|---|
| Pit Depth | 8 in. minimum | 8 in. minimum | 0 in. (2½" step-up on bottom landing) | Builder / Foundation sub |
| Machine Room | Not required | Required | Not required | Builder / Framing sub |
| Hoistway | Per unit spec sheet — provide at framing | Per unit spec sheet — provide at framing | Per unit spec sheet — provide at framing | You + Builder + GC |
| Max Travel | 50 ft. | 50 ft. | 50 ft. | Confirm at spec stage |
Code Reference — ASME A17.2
REI products comply with ASME A17.2 safety standards. The two key code points architects and inspectors will reference:
Door-to-Sill Gap
The distance between the hoistway door and the hoistway edge of the landing sill must not exceed ¾ inch
Gate Clearance
Gate must be less than 4 inches from the landing door side facing the hoistway — a 4-inch sphere placed anywhere in the space must prevent the door from closing
Purpose
Prevents entrapment between landing door and elevator gate — applies to children, pets, and short-term guests even if not currently present in the home
Full Code & Resources
residentialelevators.com/asme-safety-updates · Drawings & Specs at /drawings-specifications
Luxury Buyer Decision Criteria
What They Ask About
Ride quality, noise level, visual design, brand reputation, how fast service comes when needed
What Actually Closes
Seeing The Vision or their preferred cab style in a real home, the Auto Lowering safety feature, REI's full-service model (one company, no hand-offs)
What They Worry About
Getting stuck, maintenance costs, the elevator being down when they have guests
How to Resolve
Lead with Auto Lowering safety feature (LLT), REI's in-house service, and ASME compliance — one call to 1-800-832-2004 handles everything
The Sales Process
How deals actually move from introduction to signed contract. Know the stages, know your decision makers, and never let a deal stall without a planned next step.
The Deal Flow
Most elevator deals follow a predictable arc. Knowing the stage tells you exactly what action to take next — and when to push versus when to wait.
1
Prospect Identified
Builder in your territory, active project, or referral. Confirmed they build homes that would include elevators ($2M+ custom). Entered in CRM. No contact yet or initial call made.
2
First Contact / Intro Meeting
In-person or phone introduction. Goal is relationship, not pitch. Leave a sell sheet. Confirm active projects. Ask about their current elevator supplier and pain points. Schedule follow-up.
3
Active Spec Conversation
A specific project is on the table. You're presenting product recommendations, providing hoistway requirements, and working with their framing team or architect. This stage ends when they request a quote.
4
Quote Delivered
Formal quote submitted. Follow up within 48 hours. Address any questions. Confirm timeline alignment with their framing/rough-in schedule. Don't let quotes sit without a check-in.
5
Verbal / PO Commitment
Builder verbally commits or issues PO. Confirm deposit requirements, lead time, and install coordination contact. Handoff to install team. Stay in contact through delivery and install.
6
Install & Close
Unit delivered and installed. Walk the job with the builder. Confirm satisfaction. Ask for the next project in their pipeline. This touchpoint is where referrals and repeat business are born.
Deal Killer
Never leave a stage without a confirmed next step with a date. "I'll think about it" = the deal is stalling. Push for "Can I follow up next Thursday once you've confirmed the framing sub?"
Identifying Decision Makers
Every deal has a buyer, a specifier, and an influencer. Knowing who controls what — and when — determines how you spend your time.
| Role | Controls | When They Matter | How to Engage |
|---|---|---|---|
| Builder / GC | The purchase order | Always — from first spec through PO | Keep their life simple. Be reliable, fast, and zero-drama. |
| Architect | Spec documentation, finish selection | Design development phase — before permit | Provide CAD files and spec sheets from residentialelevators.com/drawings-specifications. Speak design language — reference cab styles by name. Offer the REI Continuing Education course (CEU credit) — it's a strong relationship opener. |
| Homeowner | Upgrade decisions, final aesthetic | Pre-start meetings and finish selections | Present the vision — show cab styles and pull up The Vision glass cab page. Let them dream up. |
| Interior Designer | Finish and cab spec influence | When involved in interior scope | Treat them as a partner. Bring finish samples. They can pull an upgrade single-handedly. |
| Developer / Owner | Budget authorization, multi-unit scope | Multi-family / luxury condo projects | Lead with ROI and resident experience. Price-per-unit matters here. |
Builder vs. Architect Tension
Sometimes the builder wants the lower-priced unit while the architect has spec'd The Vision or Estate cab. Don't pick sides. Reframe the conversation around the homeowner's experience and the builder's reputation — what does a sub-par elevator do to a $4M home's review? That's the bridge.
CRM Lifecycle — From Prospect to Closed Won
Every deal follows this path in Salesforce. Two moments trigger commission payouts — know them, protect them, and make sure every milestone is logged the day it happens.
Sales Stages
Operations / Install
$
Commission Trigger
01
Prospect
02
Qualify
03
Needs Analysis
04
Quote Delivered
💰
06
Mfg & Coord
07
Install
💰
★
Closed Won
Commission Protection Rule
Both triggers require the Salesforce record to be fully updated the same day they happen. A deal that closes without a logged walkthrough, a deposit that isn't tied to an Opportunity stage update, or a final payment that isn't confirmed in the system creates delays in your payout. Log it the day it happens — no exceptions.
Managing Your Pipeline in Salesforce
Your pipeline is your business. A healthy pipeline has deals in every stage — if all your deals are at Stage 1, you'll have nothing to close for 12 months. If everything is at Stage 4–5, you're not planting enough seeds.
Pipeline Health Benchmark
Target: At least 5 Opportunities at Needs Analysis or beyond at all times. 15–20 total open Opportunities in Salesforce. No Opportunity untouched for more than 14 days.
Salesforce Opportunity Stages — REI Field Mapping
Every stage name in Salesforce maps to a real-world milestone in the elevator sales cycle. Know what each stage means in the field — not just what it's called in the system.
| Salesforce Stage | What It Means in the Field | Required Before Advancing | Close % (Guide) |
|---|---|---|---|
| Prospecting | Builder identified, no contact yet. Account created in Salesforce. | Account + Opportunity record created, project address confirmed | 10% |
| Qualification | First contact made. Confirmed they build homes that warrant an elevator. Relationship initiated. | Contact logged, project type and budget range confirmed | 20% |
| Needs Analysis | Active spec conversation. Specific project on the table, product recommendation underway. | Project address, stop count, drive system preference discussed | 40% |
| Value Proposition | Quote delivered. Builder has pricing in hand. Follow-up clock starts now. | Formal quote attached to Opportunity, follow-up task created within 48 hrs | 60% |
| Id. Decision Makers | Navigating final approval — PO in process, verbal commitment received, deposit discussion underway. | Builder contact, homeowner sign-off (if applicable), deposit timeline confirmed | 75% |
| Perception Analysis | PO issued. Coordinating install timing with builder and install team. Deal is won — protect the relationship through delivery. | PO or signed contract on file, install date confirmed with operations | 90% |
| Closed Won | Unit installed, builder satisfied. Log close date, final revenue, and next project conversation notes. | Final amount confirmed, service agreement offered, next project noted in Salesforce | 100% |
Salesforce Discipline Rule
Every open Opportunity must have a future-dated Task logged. No task = the deal is invisible to your manager and to you. If you can't think of a next step, that's a signal the deal is stalling — call the builder today and create one.
Pipeline Review Discipline
W
Weekly — Every Monday
Open Salesforce. Review all Opportunities with activity in the last 7 days. Schedule follow-up Tasks for the week. Flag any Opportunity with no activity in 14+ days and plan your re-engagement.
M
Monthly — Pipeline Review with Manager
Walk all Opportunities at Needs Analysis and beyond. Discuss stage accuracy, close dates, and risks. Your manager will run a Salesforce report — your data needs to be current before that call.
Q
Quarterly — Territory Review
Assess Account health. Who has gone quiet? Who has new projects starting? Review closed won deals from the past quarter in Salesforce and identify top 5 accounts to develop next quarter.
Follow-Up Cadence by Stage
Frequency depends on stage and urgency. Don't over-communicate — it signals desperation. Don't under-communicate — deals die in silence.
| Stage | Frequency | Channel | Goal of Each Touch |
|---|---|---|---|
| Stage 1–2 | Every 3–4 weeks | Text or casual email | Stay warm, pick up signals on project timing |
| Stage 3 | Every 7–10 days | Call + email | Advance spec decisions, answer questions, lock in next step |
| Stage 4 (Quote out) | 48 hrs then weekly | Call first, then email | Address objections, confirm timeline match, close for decision |
| Stage 5 (Committed) | Weekly until delivery | Call or text | Coordinate install timing, ensure satisfaction, ask for next project |
The Value-Touch Rule
Every follow-up should add value: a relevant project photo, a new spec sheet, a code update, a quick check-in before a site milestone. Never follow up to "just check in" — always have a reason. Builders remember reps who bring value.
Seasonal Timing Patterns
Peak spec season: January–April (new construction projects starting after holidays). Slow season: Mid-November through New Year — use this time for relationship maintenance and prospecting for Q1 spec meetings.
Know when your top builders start their framing subs on new projects — that's your window to get the elevator spec locked before they move on.
Objection Handling
Every rep hears the same objections. The ones who close have the right answer ready before the question is finished.
Before You Respond to Any Price Objection
Ask yourself: Is this actually a price objection, or is it a trust/timing/uncertainty objection wearing a price mask? In luxury residential, most "it's too expensive" conversations are really "I'm not sure this is the right call yet." Fix the real problem.
That's more than I budgeted. We were planning on $X.
Start by acknowledging the number: "That's a reasonable starting point — let me show you where the difference goes." Walk them through the value stack: the LLT Traction drive system, the cab quality and style options, the full in-house service model. Then reframe the cost against the home's overall budget: in a $3M home, the difference between a $28K and a $38K elevator is 0.3% of the project — but the homeowner rides it every day. The question isn't the cost, it's the value over time.
I can get a cheaper unit from another company.
Don't fight on price — compete on total cost of ownership. "You can, and I'd encourage you to compare. The question is: what happens when something needs service in year two, and your rep has moved on?" REI's service network, callback record, and rep consistency are part of the price. The cheapest unit often costs the most over 10 years.
The homeowner doesn't want to spend that much on an elevator.
This is a sign they haven't seen the product. Ask for 10 minutes to show the homeowner The Vision or the specific cab style that matches their home's design — pull up residentialelevators.com/thevision or the Design Your Own configurator on your phone. Luxury buyers don't argue about price when they've seen the product and connected with it. The objection disappears when the emotional buy kicks in. If The Vision is too much, walk them through the Signature or Reserve — there's a style for every budget within the luxury tier.
We're going to value-engineer this project — the elevator is on the cut list.
First, understand the scope: is this a real budget crisis or a builder testing your flexibility? If real: offer a stripped-down Signature Series spec at the lowest defensible number, and frame it as preserving the elevator in the home versus removing it entirely. An elevator that stays in the home — even at lower margin — keeps the relationship and the future upgrade conversation. Removing the elevator removes you from the project permanently.
Competitor Positioning Rule
Never speak negatively about a competitor by name. It makes you look small and makes the builder uncomfortable. Instead, compete on specifics: service, product quality, install process, and your availability as a rep. Let the facts do the work.
We've been using [Competitor] for years. They're cheaper and we know them.
"Loyalty to a supplier who performs is smart — I'd do the same." Then ask: what would make them willing to try a second vendor on a project? Get a foot in the door on one project. A builder who uses you once and has a smooth experience will use you again. Don't try to win all their business on day one — win a single project.
How are you different from [Competitor]?
Three things. First, we're the only full-service, family-owned home elevator company in the country — REI designs, manufactures, installs, and services every elevator we sell in-house. No outsourcing, one point of accountability. Second, product depth — nine distinct cab styles including The Vision all-glass cab, and a pitless option (The Level) that most competitors can't match. Third, safety technology — our LLT Traction system includes an Auto Lowering feature that lowers the car to the next floor automatically during a power outage. That's a conversation no competitor can have.
Another rep said their product is just as good for less.
Ask them to put side-by-side specs in writing. Pull up residentialelevators.com/types and walk through the comparison: REI's 950 lb capacity vs. most competitors at 750 lb, machine room requirements, pit depth, and max travel. Then ask if their competitor offers a pitless option for retrofits, Auto Lowering emergency exit on power failure, and nine cab style options including an all-glass cab. On paper, the comparison shifts. Don't argue — let the documentation make the case.
The Spec Window
The elevator must be spec'd before framing is finalized — hoistway dimensions affect structural framing. If you're having timing conversations after the slab is poured, you're behind. Get in during design development, not at permit.
We're not ready to spec the elevator yet — we'll get to it later.
"Understood — I just want to make sure we don't end up retrofitting the hoistway." Walk them through the requirement: hoistway dimensions, pit depth, and electrical rough-in need to be in the framing docs before the slab is poured. Send them the REI Installation Guide (residentialelevators.com/installation-guide) and Electrical Requirements Package — frame it as protecting their schedule, not as a sales push. You're not asking for a PO. You're asking for 20 minutes to confirm the spec so their framing sub has the right numbers.
The architect handles the elevator spec — we just install what they spec.
Get in front of the architect. Ask the builder for an intro: "I'd love to get on a call with [Architect] just to make sure they have our current spec documentation — it'll save everyone time at permit." Once you're in front of the architect, you control the spec. Builders appreciate reps who solve coordination problems.
We're going to wait until the project is closer to finish to decide on the elevator.
This is a framing issue, not a product issue. "The challenge is that elevator installation requires rough-in coordination at framing — if we wait until finish phase, we're looking at a retrofit which costs more and takes longer." Send them the REI Installation Guide and walk through the pit depth and electrical requirements. Position the early spec as protecting their schedule and budget — not as a sales pitch. If they push back, offer The Level (pitless option) as a fallback for retrofit scenarios — but still push for early spec on new construction.
AI Objection Roleplay
Practice live objection handling with an AI builder or homeowner. Pick a scenario, respond as you would in the field — the AI will push back like a real prospect. Use Get Feedback at any time for a coaching breakdown of your approach.
Price · Budget
That's Over Budget
Builder says the homeowner budgeted $25K but your quote came in at $38K.
Competitor · Loyalty
We Use Inclinator
Builder has a long relationship with a competitor and sees no reason to switch.
Timing · Spec
We're Not Ready Yet
Builder wants to wait — focused on framing and says the elevator can be decided later.
Upgrade · Homeowner
Homeowner Doesn't See It
Homeowner doesn't understand why they'd need an elevator in their custom home.
Spec · Architect
The Architect Handles It
Builder says the architect specifies the elevator — they just build what's drawn.
Competitor · Price
Someone Else Is Cheaper
Builder received a competitive quote $8K lower and is asking why REI costs more.
B
Mike Harrington
Custom Home Builder · 30A
Live Roleplay
Enter to send · Shift+Enter for new line
💡 AI Coaching Feedback
Field Tools & Resources
The assets, playbooks, and frameworks you need in the field. Keep these accessible on your phone — the best rep is the one who's prepared when the conversation turns.
Your Field Asset Kit
Every asset below should be on your phone, tablet, or leave-behind stack at all times. Don't go to a builder meeting without the core three: the full catalog, the Drawings & Specifications link, and the Electrical Requirements Package ready to send. Click any card to open the resource.
REI Product Catalog — Full Lookbook
Core
↗
The Vision — Glass Cab Page
Closer
↗
New Products Overview
New
↗
Drawings & Specifications
Core
↗
Electrical Requirements Package
Technical
↗
Installation Guide
Field
↗
Design Your Own Configurator
Engagement
↗
REI Brochure
Core
↗
Continuing Education — Architects
Relationship
↗
Service & Support Overview
Revenue
↗
Asset Strategy
Don't dump everything on a builder at the first meeting. Lead with the catalog or brochure. Pull up The Vision page only if they're engaged and the home warrants it. Send the Electrical Requirements Package and Drawings to the GC only once the spec conversation is active. Staged asset delivery signals confidence, not desperation.
Builder Meeting Playbook
This is how you structure every builder meeting — intro or ongoing. The format is the same; the content shifts based on where the relationship and project are.
INTRO MEETING STRUCTURE
1
The Ask (30 seconds)
Introduce yourself, your company, and why you're there in one sentence. "I'm [Name] with Residential Elevators — I work with builders across [territory] and wanted to introduce myself and show you what we do." That's it. No pitch yet.
2
Ask About Their Work (3–5 minutes)
Ask about their current projects, their typical home price points, and whether they currently include elevators. Listen. The answers tell you everything about where and how to position REI.
3
The Brief Show (5–7 minutes)
Walk the product line briefly — focus on what's relevant to what they just told you about their projects. If they build $3M+ homes: lead with The Vision glass cab and the LLT Traction system. If they're volume builders: lead with Signature reliability and REI's 4–6 week lead time.
4
The Leave-Behind + Next Step
Leave the one-pager. Close with a specific next step: "Do you have anything in framing right now where an elevator might be on the plan? I'd love to get the spec dialed in before your framing sub starts." A clear next step or a concrete follow-up date. Never leave without one.
SPEC MEETING STRUCTURE
1
Review Project Status
Confirm: What stage is the project? Where is framing? Who is the GC/framing sub? Is the architect involved? What are the homeowner's finish preferences?
2
Product Recommendation
Present your recommendation with a reason: "For a 4-story home at this price point, I'd recommend the LLT Traction system in the Estate or The Vision cab — here's why." Walk through hoistway dimensions, pit depth (8 in. minimum), and electrical requirements. Confirm they're achievable with the framing sub before you leave.
3
Quote or Quote Timeline
Either deliver a quote on the spot (if you have everything you need) or confirm what you need and when you'll have the quote to them. "I'll have this to you by Thursday — does that work before your framing meeting?"
Meeting Debrief — Do This Every Time
Within 2 hours of every meeting: log the Activity in Salesforce with outcome notes, advance the Opportunity stage if warranted, create a follow-up Task with a due date, and send a brief email to the builder confirming the next step. Reps who debrief consistently close 40% more deals because nothing slips.
The Relationship-First Framework
In luxury residential construction, the sale is a byproduct of the relationship. Builders, architects, and developers are small communities — they talk to each other constantly. Your reputation either opens doors or closes them before you arrive.
The Core Principle
Be the rep people want to call before they have a problem. That's the entire framework. Everything else — follow-up cadence, meeting structure, objection responses — serves this goal.
Relationship Tiers
A
Tier 1 — Core Accounts (Top 5–10)
These builders produce the majority of your revenue. You know their project pipeline, their superintendent, their framing schedule, and their homeowner finish preferences. Monthly in-person or lunch. First call they make when they have an elevator question.
B
Tier 2 — Active Accounts (15–20)
Builders you've sold to or are actively spec-ing. Regular follow-up on current projects. Bi-monthly check-ins. Work toward Tier 1 status by helping them solve problems before they arise.
C
Tier 3 — Pipeline Development (20–30)
Builders you've met, architects you want to crack, developers you're tracking. Quarterly touches. The goal is to move 3–5 of these into Tier 2 every quarter.
How to Build Relationship Capital
Do These Consistently
- Show up on-site during framing to catch spec issues early
- Send relevant updates (new product launches, code changes)
- Remember project milestones and follow up after them
- Introduce builders to other builders (referrals build trust)
- Be present at local HBA events and trade shows
- Respond within 4 hours — always
Avoid These
- Calling just to "check in" with no value add
- Over-promising on lead times or install windows
- Disappearing after the sale is closed
- Negative talk about competitors
- Being unreachable when there's a site issue
- Letting a problem fester before addressing it
The Long Game
A builder who has used you for 3 years is not comparing you to your competitors. They're comparing the friction of switching to the comfort of your reliability. The goal is to make yourself the obvious choice through consistency — not through every individual transaction. That's how you build a territory worth inheriting.
TSM Daily Disciplines · Salesforce Report Checklist
TSM Daily Disciplines
Five Salesforce reports. In this order. Every day. If you know these cold, you know your business.
Date
Territory
Top of Funnel · Leads → Quotes
01
Leads
Report
Report
My Workflow · Leads
Who came in? Follow up on every new lead within 48 hours. Qualify — then create a Quote before end of day. A lead without a quote is invisible pipeline. Quote everything.
✓
★ Your Sales Funnel · Opportunities / Quotes — Highest Priority
02
Opportunities
/ Quotes
/ Quotes
My Workflow · Opps
This is your revenue. Review every open quote by stage. Call your top 5 closest to signing. No quote sits cold past 48 hours. No Opportunity untouched past 7 days. Every open deal must have a future-dated Task — if it doesn't, create one now.
💰 Commission #1 triggers when a quote is signed & deposit received → office creates the order, applies the deposit, and job moves to P&I
✓
Active Orders · Production & Install
03
P&I
Report 2.0
Report 2.0
My Workflow · P&I
Sort by projected install date. Confirm builder readiness for anything installing in 14 days. Upload progress photos to Salesforce on every job you visit. Log notes same day. Flag delays immediately — your commission depends on installs completing on time.
✓
Installed & Invoiced · Collect the Money
04
AR
Report
Report
My Workflow · AR
Any balance over 30 days gets a call today. Confirm punchlist items are completed on any job where payment is being held. Log every collection contact in Salesforce. Collect final payment — office applies it and triggers job to move to HOWT list. If walkthrough is already completed, submit the signed HOWT with measurements in Salesforce and your final commission is released.
✓
Final Walkthrough & Final Payment · Close the Loop
05
HOWT
Outstanding
Outstanding
My Workflow · HOWT
Every installed job needs a homeowner walkthrough scheduled within 30 days. Submit the HOWT form to home office same day as the walkthrough. Confirm final payment at time of walkthrough. Ask for a referral every time.
💰 Commission #2 triggers when HOWT is submitted & final payment is received by REI → Closed Won
✓
Know Your Numbers · Management will ask — you should always know
YTD
YTD Installs
& Payments
& Payments
YTD Installs · YTD Pmts
Check installs vs. goal. Check payments posted vs. budget. If management asks "How is your territory performing?" — you answer without looking anything up.
✓
Today's Completion
0%
Reports reviewed 0 / 6
Territory Sales Manager
Territory
Manager / Notes
Residential Elevators
Sales Training Portal
"Quote Everything.
Manage Every Job.
Collect Every Dollar."
Sales Training Portal
"Quote Everything.
Manage Every Job.
Collect Every Dollar."
Back to Basics · Lead to Order · Project Management to Final Commission
Step 1
Lead
›
Step 2
Opportunity / Quote
›
💰 Commission #1
Signed + Deposit
›
Step 4
P&I — Project Manage
›
Step 5
Install & Invoice
›
Step 6
AR Collection
›
💰 Commission #2
HOWT + Final Pmt
Section One
Lead to Order & First Commission
A lead is a name. A quote turns it into an Opportunity. A signed contract with a deposit converts it to an Order — and that is your first goal post. Everything in this section is about getting there as efficiently as possible.
Step 1 · The Lead
Every builder you meet, every referral you receive, every permit record you pull — that is a lead. Your one job at this stage: follow up within 48 hours and qualify. Can this home support an elevator? Is the builder decision-maker? What stage is construction at? Once qualified — build the quote. A lead that doesn't get a quote doesn't exist in your pipeline.
Non-Negotiable
Quote everything. Volume and close rate are a numbers game. The TSM who quotes aggressively has a pipeline. The TSM who waits for the "right" leads has gaps. Every qualified lead gets a quote before end of day.
Step 2 · The Opportunity Report — Your Sales Funnel
Once a quote is created, it lives on the My Workflow – Opportunities report. This is your active sales funnel. Sort by Projected Close Date — the date you expect a signed contract and deposit. Keep that date current. Priority is driven by two things: your last follow-up note (what do you know, what's the next step?) and the construction stage of the home.
Follow-Up Notes
Every Note Has a Next Step & Date
Your last Salesforce activity note is the most important field on the Opportunities report. It tells you what you know and what to do next. If the note doesn't have a specific next action and a date — it's a journal entry, not a sales tool. Write it for action.
Projected Close Date
Update It Every Time the Deal Moves
A close date in the past that hasn't been updated means the deal is stalled and you're avoiding it. Move the date when circumstances change. Never push it out just to avoid a conversation. If a deal is stuck, address it — don't bury it.
Builder Volume Priority
Your Best Builders Get Your First Calls
A builder with $1M+ in closed revenue and $1M+ in open pipeline is not Tier 2 attention. Run the volume report. Sort it. Let the data tell you where your time belongs. High-volume builders at urgent construction stages are your first call of the morning — every morning.
The Danger Zone
No Quote = No Pipeline
The most common missed revenue: qualified conversations that never became quotes. If you talked to a builder about an elevator and didn't build a quote — that deal doesn't exist. Go back. Build it. Put it on the report. Manage it.
💰 Commission Trigger #1 — Your First Goal Post
When the contract is signed and a deposit is collected, you've hit your first commission payout. The office creates the order, applies the deposit, and the job moves from your Opportunities report to your P&I Report 2.0. Every follow-up, every site visit, every call on an open quote is a step toward this moment. Don't stop until it's signed.
Section Two
P&I Project Management Through Final Commission
Once signed, the job lands on your P&I Report 2.0. This is no longer selling — this is project management. You own every job from order to walkthrough. Fifty jobs on your P&I means fifty builders counting on you. Know every job. Manage every timeline. Collect every dollar.
The P&I Report 2.0 — Actual Salesforce Columns
Below is your P&I report structure as it appears in Salesforce. Sort by Projected Install Date. What's installing this week and next is your daily focus. The Next Action Needed column is where you manage every job — a specific action, not a vague reminder.
| Order # | PM Name | Account / Builder | Project / Address | City | RFP % | Production % | Prod. Week | CFS % | Proj. Install Date | Install Sched. | Deposit Rec'd | Total Pmts | % Paid | Order Amt | Balance | ★ Next Action Needed | Permit Req. |
|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|
| 00152409 | 144-PC-1114866 | Gulf Coast Custom Homes | Lot 22 — Alys Beach | Alys Beach | 0% | 0% | — | 0% | — | — | — | — | 0% | $34,500 | $34,500 | Confirm hoistway on structural drawings — framing starts next week | ☐ |
| 00152376 | 144-PC-1114864 | Coastal Premier Builders | EE-18 Watersound | Inlet Beach | 0% | 0% | — | 0% | — | — | — | — | 0% | $31,500 | $31,500 | Send electrical requirements to electrician — MEP rough-in this month | ☐ |
| 00152342 | 137-PC-1114860 | Emerald Isle Construction | UU-03 — Santa Rosa | Santa Rosa Beach | 50% | 0% | — | 0% | 5/15/2026 | — | 3/6/2026 | $14,250 | 50% | $28,500 | $14,250 | Site visit this week — confirm framing on pace for May install | ☐ |
| 00133971 | 139-PC-1112835 | 30A Premium Construction | UU-04 — Alys Beach | Inlet Beach | 90% | 75% | 4/7/2026 | 55% | 3/13/2026 | Ready For Install | 10/7/2025 | $18,250 | 50% | $36,500 | $18,250 | INSTALLING THIS WEEK — confirm access with super, coordinate install crew arrival | ☐ |
| 00125018 | 135-PC-1111776 | Panhandle Luxury Builders | Lot 8 — Panama City Beach | Panama City Beach | 100% | 100% | Shop | 45% | 8/26/2025 | Completed | 2/12/2025 | $29,636 | 100% | $29,636 | $0.00 | INSTALLED — schedule HOWT with homeowner. Final payment confirmed. | ☐ |
| 00129809 | 145-PC-1112314 | Beachside Premier Group | Lot 10 Hadleys Beach | Panama City Beach | 70% | 0% | — | 10% | 3/16/2026 | — | 8/4/2025 | $14,750 | 50% | $29,500 | $14,750 | Call builder — install date approaching, confirm site is ready for crew access | ☐ |
The Next Action Needed Column — Your Project Management Engine
Every job on the P&I needs a specific next action — not "follow up." Examples: "Call framing super to confirm pit depth," "Send electrical requirements to electrician before rough-in," "Schedule site visit — photos overdue." If you can't write a specific next action, you haven't visited the job recently enough. This column drives your daily field schedule.
Sort by Projected Install Date
What's Installing Soon Is Your Daily Priority
The jobs installing in the next 14 days need daily attention. Confirm electrical is done, site access is arranged, and the builder's super knows the install crew is coming. A surprise on install day is a relationship problem that didn't have to happen.
Site Visits
Twice a Month Minimum Per Job
You cannot project-manage a job you haven't seen. A build at framing last month may be at drywall today. Two site visits per month per active job is the floor — high-priority jobs installing within 60 days get weekly visits. Visit. Photograph. Update the record. Same day.
Photo Uploads
3–5 Photos Per Day to Salesforce
Every site visit = photos uploaded to the Opportunity record. Hoistway, electrical rough-in, framing progress, cab staging. If you're not uploading photos, you're not managing the job — you're hoping. 3 to 5 per day across your territory is the standard.
Read the Pace of the Build
Two Jobs, Two Completely Different Timelines
One job you contracted at slab pour — framing starts in 6 weeks. Another you signed last week and they're already hanging drywall. Their install dates are months apart and you must manage each on its own timeline. You know this because you've been on-site.
AR Collection — Getting Paid After Install
Once the elevator is installed and the home office invoices the job, it appears on your My Workflow – AR Report. This report shows every installed job with an outstanding balance — sorted by age. Age is the number of days from the invoice date to today. Your job is simple: collect as fast as possible, communicate every contact, and escalate anything that gets old.
Target — 0 to 30 Days
Collect It Now
This is the ideal collection window. The install is fresh, the builder is satisfied, and final payment is expected. Make contact within 5 business days of invoice. Send the invoice, confirm receipt, get a payment date. Most professional builders pay promptly — make it easy for them.
Watch — 30 to 60 Days
Increasing Urgency
A balance aging past 30 days is a signal — either there's an issue with the job (punchlist, dispute) or the builder's accounting cycle is slow. Call and text the builder contact directly. Log every attempt in the Comments section with date and outcome. Do not let this go quiet.
Escalate — 60 to 90 Days
Escalate to Manager
At 60 days, loop in your manager. This may require a formal collections approach, a hold on future orders from this account, or direct intervention from home office. The builder relationship still matters — handle this professionally, but handle it. Your commission is waiting on this balance.
Critical — 90+ Days
Management Required
Anything over 90 days is a serious problem and must be in front of management immediately. No exceptions. This is no longer a collections call — it is a formal account issue. Future orders from this builder should be discussed with management before acceptance.
The AR Report — Actual Salesforce Structure
The report shows one row per installed job with an outstanding balance. The Age column (days since invoice) drives your daily priority. The Comments General column is where your collection notes live — every contact logged with date, who you spoke to, and outcome. Management reads these notes.
| Age (Days) | Account / Builder | Project | Order Amount | Total Payments | Total Balance Due | % Posted | Payment Terms | Comments General — Your Collection Notes |
|---|---|---|---|---|---|---|---|---|
| 12 days | Gulf Coast Custom Homes | Lot 22 — Alys Beach | $34,500 | $17,250 | $17,250 | 50% | 50% Down, 50% @ Substantial Completion |
2026-03-14 · TSM: Emailed invoice to builder contact — confirmed receipt. Expecting payment by month end. 2026-03-10 · TSM: Install completed. Final walkthrough scheduled for 3/20. |
| 38 days | Emerald Isle Construction | UU-03 — Santa Rosa | $28,500 | $14,250 | $14,250 | 50% | 50% Down, 50% @ Substantial Completion |
2026-03-12 · TSM: Called and texted builder — waiting to hear back. Will call and text and email again today. 2026-02-20 · TSM: Emailed invoice on install completion date. |
| 67 days | Coastal Premier Builders | EE-18 — Inlet Beach | $31,500 | $15,750 | $15,750 | 50% | 50% Down, 50% @ Substantial Completion |
⚠ ESCALATED TO MANAGER 2026-03-15 · TSM: Texted project manager about final payment — no response yet. 2026-03-01 · TSM: Called accounting — they have the invoice and said check is "in process." 2026-02-14 · TSM: Emailed invoice. Builder acknowledged. Said homeowner sign-off pending. |
| 44 days | Beachside Premier Group | Lot 10 — Panama City Beach | $29,500 | $26,706 | $2,794 | 90.5% | 50% Down, 50% @ Substantial Completion | 2026-03-13 · TSM: Retainer balance only — builder confirmed should be good. Following up end of week. |
| 94 days | 30A Premium Construction | UU-04 — Alys Beach | $36,500 | $18,250 | $18,250 | 50% | 50% Down, 50% @ Substantial Completion |
⛔ 90+ DAYS — MANAGEMENT REQUIRED 2026-03-14 · TSM: Long list of punchlist issues noted — motor cover, car top cover need addressing before builder will release payment. Coordinating with ops. 2026-03-01 · TSM: Manager looped in. Formal notice being sent by home office. 2026-02-10 · TSM: Should not collect until punchlist is resolved — needs new motor cover per builder. |
The Comments Column — Your Most Important Field on the AR Report
Log every contact with date, who you reached, and what was said. "Texted builder" is not enough. Write: "2026-03-14 · Texted project manager Mike — confirmed he saw the invoice, said accounting will cut check by 3/20." Management reads these notes. If your comments are empty on an aging balance, the assumption is you haven't been working it. Notes protect you. Notes prove you're managing the account.
Punchlist Holds
Resolve It Fast — Don't Let It Age
If a builder is withholding final payment pending a punchlist item — that item must be in the Comments and escalated to ops immediately. A punchlist that sits unresolved for 3 weeks is a 90-day AR balance waiting to happen. Document it. Push ops. Get it fixed. Collect.
Payment Terms
50% Down · 50% at Substantial Completion
Standard REI terms: deposit at order, final payment at substantial completion of installation. Substantial completion means REI has completed the install with zero punchlist items on our end. The builder may have their own items to meet code — that is their responsibility. REI does not leave an unpaid elevator operational. Final payment is due before the elevator is commissioned. Know this. Use it when collecting.
AR Rule
Collect final payment → office applies it → job moves to the HOWT list. If the homeowner walkthrough is already done, submit the signed HOWT with measurements in Salesforce and your final commission is released. Every day a balance sits on the AR report is a day your commission sits with it. Work this report like your paycheck depends on it — because it does.
HOWT — Homeowner Walkthrough & Final Commission
The homeowner walkthrough is the final step. Every installed job needs a HOWT scheduled within 30 days of installation. Submit the completed HOWT form to home office the same day as the walkthrough — do not hold forms. Confirm final payment is received at or before time of walkthrough. Ask for a referral every single time.
💰 Commission Trigger #2 — The Finish Line
HOWT completed, submitted to home office, and final payment received by REI = your final commission is released. Move the Opportunity to Closed Won. Log the HOWT date as an Activity. Confirm payment with ops. This does not happen automatically — you have to close this loop. The builder and homeowner are done. Now make sure you are too.
Builder Volume — Where to Focus Your Time
Run a Salesforce report sorted by Account showing closed revenue plus open pipeline value. That list is your priority stack. A builder with $1M in closed jobs and $1M in open quotes is a $2M+ relationship. They get a site visit this week, a call every 14 days, and a lunch once a month. The data tells you where your time belongs. Use it.
Tier 1 · Top 5–8 Builders
Your Business
High closed revenue + active pipeline. You know their superintendent, their framing schedule, their homeowner's finish preferences. Monthly in-person minimum. First call when there's an issue. They do not wait for callbacks.
Tier 2 · 10–15 Active Builders
Consistent Revenue
Steady volume — 3 to 6 jobs per year. You've closed multiple deals. They trust you but aren't locked in. Work to elevate these to Tier 1 by being the rep they call before the problem — not after.
Tier 3 · Pipeline Development
Emerging
Builders you've met, quoted, or done one-off work with. Quarterly touches. The goal is moving 2–3 into Tier 2 each year. Don't over-invest here at the expense of your Tier 1 relationships.
The Daily Decision Framework
Every morning, three questions set your day: (1) What Opportunities are closest to signing and at what construction stage? (2) What P&I jobs are installing soon and need a site visit, photo update, or next action? (3) Which Tier 1 builders haven't heard from me in the last 7 days? Answer those three — and your day runs itself.
New TSM · 2-Week Onboarding Training Program
New Territory Sales Manager
2-Week Onboarding Program
Your first two weeks as a TSM are not about closing deals — they're about building the foundation that makes every deal possible. This program gives you a structured daily schedule and nightly homework assignments designed to get you field-ready, Salesforce-ready, and relationship-ready by the end of Day 10.
10
Training Days
2
Weeks
50+
Homework Tasks
1
Goal: Field Ready
Homework Completion
0%
Tasks completed: 0
Week One — Foundation & Orientation
This week is about learning before doing. You will shadow, observe, read, and set up your systems. By Friday you should know the product line cold, understand how Salesforce runs your business, and have met your first builders in the field. Do not try to sell this week. Listen and learn.
Week 1
DAY 1
Monday · Orientation
Company, Culture & Systems Setup
HR, Salesforce login, product overview, meet the team
›
Day Schedule
8:00 AM
HR paperwork, benefits, company policies review with manager
9:30 AM
Salesforce setup: Login credentials, mobile app install, territory configuration, email integration
11:00 AM
Full walkthrough of REI Training Portal — all 5 modules overview with manager
12:00 PM
Lunch with manager — discuss territory, market, top builders
1:30 PM
Product overview: 3 drive systems (InfraDrive, LLH, The Level), 9 cab styles — watch videos at residentialelevators.com
3:00 PM
Salesforce workflow: My Workflow reports overview — Leads, Opps, P&I, AR, HOWT
4:30 PM
Review Day 1 with manager. Confirm homework. Set Day 2 expectations.
Tonight's Homework
Read Module 01 — Company Overview tab in full in the portal Read
Browse residentialelevators.com — every page in the nav. Know the site cold Do
Watch The Vision glass cab page video at residentialelevators.com/thevision Learn
Read the Our Heritage page in the portal — know the Bobby Boeneke story Read
Write 3 sentences in your own words: Why does REI cost more than the competition? Bring it to Day 2. Submit
Week 1
DAY 2
Tuesday · Product Deep Dive
Drive Systems, Cab Styles & Specifications
Know every product before you see a builder
›
Day Schedule
8:00 AM
Homework debrief — share your 3-sentence REI value answer with manager. Discuss.
9:00 AM
Module 02 deep dive: InfraDrive, LLH, The Level — specs, overhead requirements, pit depth, capacity
10:30 AM
Walk through all 9 cab styles — can you name them all and describe the right use case for each?
12:00 PM
Lunch — review new products: StrikeLock, The Curve, Glass Touchscreen
1:00 PM
Electrical requirements walkthrough — 30A main, 20A cab, GFI, phone line. Practice explaining to an electrician.
2:30 PM
ASME A17.2 code basics — ¾" door-to-sill, 4-inch sphere gate rule. Why it matters to builders and inspectors.
4:00 PM
Product knowledge quiz with manager — verbal, no notes. 9 cab styles. 3 drive systems. 5 electrical requirements.
Tonight's Homework
Memorize all 9 cab styles — write them out from memory, with the right use case for each Learn
Memorize the 3 drive systems with full spec (capacity, pit depth, machine room, max travel) Learn
Read Module 02 — Specs & Criteria tab in full Read
Download the Electrical Requirements Package from residentialelevators.com/electrical-requirements and read it Do
Practice The Vision pitch out loud — 90 seconds, no notes. Record yourself on your phone. Submit
Week 1
DAY 3
Wednesday · Salesforce Mastery
Your 5 Reports & Daily Disciplines
If it's not in Salesforce, it didn't happen
›
Day Schedule
8:00 AM
Product quiz — manager asks 5 random product questions, no notes. This becomes routine.
8:30 AM
Leads Report: How to read it, what to do within 48 hours, how to qualify and convert to Opportunity
9:30 AM
Opportunities Report: Stage management, projected close date, activity notes, follow-up task creation
11:00 AM
P&I Report 2.0: Columns walkthrough, projected install date, next action needed, photo upload process
12:00 PM
Lunch — read Daily Disciplines checklist page in the portal
1:00 PM
AR Report: Aging, comments column, collection contacts, 30/60/90 day escalation protocol
2:30 PM
HOWT Report: Triggering walkthrough, form submission, commission release process
4:00 PM
Create 3 practice Account, Contact, and Opportunity records in Salesforce under manager supervision
Tonight's Homework
Read the Daily Disciplines page in the portal — all 5 reports, in order Read
Read Module 03 — Pipeline Management tab including the full CRM lifecycle and commission trigger section Read
Write out the 5 Salesforce reports in order with one sentence each on what you're looking for in each one Submit
Create your Salesforce mobile app favorites — all 5 workflow reports pinned for daily access Do
Read the Back to Basics — Section 1 in the portal (Lead to Order) Read
Week 1
DAY 4
Thursday · Territory & Field
Shadow Your First Builder Meetings
Observe only — listen for everything
›
Day Schedule
7:30 AM
Review territory map with manager — identify top 10 builder accounts by volume
8:30 AM
Site visit #1: Shadow manager on a builder meeting. Take notes — what questions does the builder ask? How does the manager respond?
10:30 AM
Debrief in car — what did you observe? What would you do differently?
11:00 AM
P&I site visit: Visit an active job with manager — observe what to look for, photo documentation process
12:30 PM
Lunch with builder contact (arranged by manager) — listen and learn, do not pitch
2:00 PM
Site visit #2: Second builder meeting shadow. Practice introducing yourself.
4:00 PM
Log today's site visits in Salesforce with notes and photos. Manager reviews entries.
Tonight's Homework
Write a 1-page field debrief: What did you observe today? What objections came up? How were they handled? What would you do? Submit
Read Module 04 — Price Objections and Competitor tabs in full Read
Research your territory's top 5 active luxury home builders — look up their websites, recent projects, market presence Do
Memorize the Intro Meeting 4-step structure from Module 05 — Builder Meeting Playbook tab Learn
Ensure all photos from today's site visits are uploaded to the correct Opportunity records in Salesforce Do
Week 1
DAY 5
Friday · Sales Process & Week 1 Review
Deal Flow, Objections & First Week Assessment
End of Week 1 — you should be product-ready
›
Day Schedule
8:00 AM
Daily discipline run-through — open all 5 Salesforce reports in order. Manager watches and evaluates.
9:00 AM
Module 03 deep dive: Deal flow stages 1–6, decision makers, follow-up cadence
10:30 AM
Objection roleplay: Manager plays builder. TSM handles price, competitor, and timing objections. Use AI Roleplay tab for practice first.
12:00 PM
Lunch — review field debrief from Day 4 together
1:00 PM
Week 1 assessment: Manager-led verbal exam — product specs, 5 reports, deal stages, top builders in territory
2:30 PM
Manager feedback session — strengths, gaps, Week 2 focus areas
3:30 PM
Set Week 2 targets: # of intro builder meetings, # of Salesforce opportunities to create, # of site visits
Weekend Homework
Complete all remaining Module 01–03 tabs in the portal you haven't read yet Read
Use the AI Roleplay tab in Module 04 — complete at least 3 different objection scenarios, request feedback each time Do
Write your personal 30-second introduction as an REI TSM — name, background, why you're calling. Practice until it's natural. Learn
Identify 10 builders in your territory to target for intro meetings in Week 2. Write their names, company, and why they're a priority. Submit
Read the full Back to Basics page — both sections, all the way through Read
Watch or browse the Design Your Own configurator at residentialelevators.com — know how to walk a homeowner through it Learn
Week Two — Application & Territory Launch
Week 2 is about doing. You will make your own calls, run your own intro meetings (with manager backup), create real Opportunities in Salesforce, and begin managing a live portion of your territory. By Friday of Week 2 you should have 5+ open Opportunities and 3+ P&I site visits logged.
Week 2
DAY 6
Monday · Territory Launch
Your First Solo Builder Outreach
Make the calls. Set the meetings. You're in the field now.
›
Day Schedule
7:45 AM
Daily Disciplines: Open all 5 reports in order. Log any notes. This is your daily habit from now on — every single day.
8:30 AM
Review your 10-builder target list with manager. Prioritize by construction stage and volume.
9:00 AM
Outreach block: Call/email all 10 builders on your list. Manager listens to first 2 calls and debriefs after each.
11:00 AM
Create a Salesforce Lead record for every builder you contacted. Log call notes with outcome and next step.
12:00 PM
Lunch — review Module 05 Builder Meeting Playbook
1:00 PM
Intro meeting #1: Your first solo meeting — manager in the room but you lead. Catalog, 30-second intro, listen first, brief show.
3:00 PM
Debrief with manager. Log meeting in Salesforce. Create follow-up task.
4:00 PM
Planning session: what meetings are set for the rest of the week?
Tonight's Homework
Write a debrief of your first solo meeting — what went well, what you'd change, what the builder's situation is Submit
Log all 10 builder contacts in Salesforce — every contact must have a note and a follow-up task Do
Read Module 05 — Relationship Framework tab — understand the Tier 1/2/3 system Read
Spend 15 minutes in the AI Roleplay tab — pick the scenario closest to a real objection you heard today Do
Week 2
DAY 7
Tuesday · Quoting & Spec
Create Your First Real Opportunities
Every qualified conversation becomes a quote today
›
Day Schedule
7:45 AM
Daily Disciplines — 5 reports, in order. Non-negotiable.
8:30 AM
Quoting session: For every qualified lead from yesterday, build the Opportunity quote in Salesforce with manager guidance
10:00 AM
Builder meeting #2 — you lead. Focus on asking about active projects and construction stages.
12:00 PM
Lunch — review electrical requirements. Practice explaining to a builder in plain language.
1:00 PM
Spec document practice: Send the Drawings & Specifications package to a builder or architect. Log in Salesforce.
2:30 PM
P&I site visit — visit an active order on the P&I report, take photos, assess construction stage, log next action.
4:00 PM
Salesforce update session — all contacts and activities from today logged before leaving.
Tonight's Homework
For every new quote created today, confirm projected close date is set and a follow-up task is created in Salesforce Do
Upload all site visit photos from today to the correct Opportunity records Do
Read Module 03 — Deal Flow Stages and Decision Makers tabs in full Read
Write out the Construction Stage Priority Matrix from memory — 6 stages, your required action for each Learn
Week 2
DAY 8
Wednesday · P&I & Project Management
Own Your Active Orders on the P&I Report
Site visits, photos, next actions — every job
›
Day Schedule
7:45 AM
Daily Disciplines — 5 reports, in order. Update any next actions from yesterday.
8:30 AM
P&I deep dive: Go through every job on the P&I with manager — what is the construction stage? What is the next action? Is the install date still accurate?
10:00 AM
Site visits (field day): Visit 3 active P&I jobs. Document stage, photos, next action. Speak with the builder's superintendent at each.
1:00 PM
Lunch break — update Salesforce P&I notes while on lunch
2:00 PM
Builder meeting: Follow up on any outstanding quotes from earlier in the week. Apply the 48-hour rule.
3:30 PM
Salesforce photo upload and P&I next action column updates for all 3 jobs visited today
Tonight's Homework
Confirm every P&I job has a Next Action logged — specific, dated, actionable Do
Upload all 3 site visit photo sets to the correct Salesforce Opportunity records (minimum 3 photos per job) Do
Read Back to Basics — Section 2 (P&I Project Management) in full Read
Identify which of your P&I jobs are installing within 60 days — these become your highest priority tomorrow morning Learn
Follow up by email or text on any quote delivered more than 48 hours ago with no response Do
Week 2
DAY 9
Thursday · AR, HOWT & Relationships
Collection Discipline & Builder Tier Review
Know your numbers. Know your builders. Know your AR.
›
Day Schedule
7:45 AM
Daily Disciplines — run all 5 reports. AR report gets special attention today.
8:30 AM
AR report deep dive: Go through every balance with manager. What's the age? What are the notes? What's the next contact?
9:30 AM
Make collection contacts on any AR balance over 30 days — phone calls, not emails. Log each contact immediately.
11:00 AM
HOWT walkthrough: Review the HOWT process end-to-end with manager. Practice the homeowner walkthrough conversation.
12:00 PM
Lunch — builder relationship conversation: who are your Tier 1 accounts and why?
1:00 PM
Builder volume report: Run the Salesforce report with manager — closed revenue + open pipeline by Account. Discuss Tier 1/2/3.
2:30 PM
Builder meeting — follow up visit with a builder from Day 6 outreach. Your relationship, your call.
4:00 PM
YTD installs and payments — know your numbers before tomorrow's assessment.
Tonight's Homework
Write out your Tier 1, Tier 2, and Tier 3 builder lists for your territory based on today's volume report Submit
Confirm all AR contacts from today are logged in Salesforce Comments column with date, who you reached, and outcome Do
Read the AR Collection section in Back to Basics — understand the 4 aging tiers and escalation protocol Read
Know your YTD Installs and YTD Payments numbers — you will be asked tomorrow without looking them up Learn
Practice your full builder pitch out loud: intro → ask about their work → brief product show → leave-behind → next step. Time it. Do
Week 2
DAY 10
Friday · Graduation Day 🎓
Final Assessment & Territory Plan
Two weeks in — you're field-ready. Here's what's next.
›
Day Schedule
7:45 AM
Daily Disciplines — run all 5 reports solo, no guidance. Manager observes.
8:30 AM
Final verbal assessment: Manager asks 20 questions across all modules — product, Salesforce, objections, process, YTD numbers. No notes.
10:00 AM
30-60-90 Day Territory Plan presentation: What are your top 10 builder targets? How many Opportunities do you plan to create in 30 days? What are your revenue goals?
11:30 AM
Manager feedback — final assessment results, areas of strength, development priorities going forward
12:30 PM
Celebration lunch with manager — you made it through Week 2
2:00 PM
Set up recurring 1:1 cadence with manager — weekly pipeline review schedule
3:00 PM
Field — run 2 builder meetings solo. Manager is available by phone only.
Day 10 Deliverables — Submit to Manager
Written 30-60-90 Day Territory Plan — top targets, meeting goals, Opportunity creation targets, revenue goal Submit
Salesforce pipeline showing minimum 5 open Opportunities with valid close dates, amounts, and follow-up tasks Submit
Minimum 3 P&I jobs with photos and next actions logged this week Submit
Written Tier 1/2/3 builder list for your territory with volume rationale Submit
Able to state YTD Installs and YTD Payments without looking them up — on demand Learn
Complete Daily Disciplines checklist in the portal — all 6 checkboxes marked for today Do
Manager Review Rubric — End of Week 1 & End of Week 2
Use this rubric to assess the new TSM at the end of each week. Score each area 1–5. Share scores with the TSM — transparency accelerates development. A score below 3 in any area requires an additional coaching session before full solo deployment.
Scoring Guide
1 — Not demonstrated. TSM cannot perform this without significant guidance.2 — Developing. Has awareness but not yet fluent. Needs additional coaching session.
3 — Meets standard. Can perform reliably with minimal prompting.
4 — Strong. Exceeds expectation for this stage of onboarding.
5 — Exceptional. Performing at the level of an experienced TSM in this area.
🎓 Day 10 Complete. Now Go Build Your Territory.
Two weeks of foundation. The rest is built one builder at a time. Quote everything. Manage every job. Collect every dollar. Review your Daily Disciplines every morning. Your manager is your resource — use them. Do the right thing.
Month 1 Training · First 30 Days in the Field
Month 1 Training
First 30 Days: Pipeline & Relationships
Your onboarding gave you the foundation. Month 1 is where you prove it in the field. This training focuses on building your first real pipeline, establishing lasting builder relationships, and mastering the daily disciplines without prompting. Pass the quiz and earn your Month 1 Certificate.
Territory Mapping & Builder Prioritization
By Day 30 you should have visited your top 10 builder accounts and know exactly who sits in each tier. Your Tier 1 list should be based on data, not instinct. Pull the Salesforce volume report: closed revenue + open pipeline by Account. Sort descending. That is your priority stack. Protect those relationships with consistent, high-value touchpoints.
The 10-Touch Rule
Every Tier 1 Builder — 10 Quality Touches in Month 1
A quality touch is a site visit, a lunch, a meaningful call about their specific project — not a check-in for its own sake. Every touch should leave the builder with something useful: a spec sheet, a photo log, an answer to a question they had. Show up with value every time.
Pipeline Creation Standard
Minimum 10 Open Opportunities by Day 30
You cannot manage what you haven't created. 10 open, active Opportunities — each with a close date, an amount, a stage, and a follow-up task — is the Month 1 pipeline standard. If you don't have 10 by Day 30, you haven't quoted aggressively enough. Go back to your lead list.
Real-World Objection Scenarios
In Month 1 you will hear objections you didn't expect. The price is always the first — but the deeper resistance is usually about trust. A builder who doesn't know you yet has no reason to switch. Your job is to become familiar faster than any competitor.
The Trust Equation
Credibility + Reliability + Intimacy ÷ Self-Interest. Builders don't hire reps — they hire people they trust to not make their job harder. Every time you show up when you said you would, know the answer to their question, and follow through on what you committed — you are building trust that no discount can buy.
Scenario 1 — "I'll stick with who I know"
Long-Standing Competitor Loyalty
Don't fight it — work around it. Ask: "What would it take for you to consider a change?" Then listen. Earn a trial on one project. Prove yourself on that job. One clean install with outstanding service is worth ten conversations. Ask for one shot. Deliver perfectly. The relationship builds from there.
Scenario 2 — "Your price is higher"
Price Comparison in First Meeting
Do not negotiate in a first meeting. Say: "You're right, we're not the cheapest. Can I show you why our builders tell us they'll never use anyone else after their first REI job?" Then pull up testimonials, reference a local project, and let the product make the case. Price resistance is usually a trust gap, not a budget gap.
Month 1 Goal
One Signed Order
In an established territory, your target is at least 1 signed contract with deposit by Day 30. In a new market, your target is 5+ qualified opportunities in active follow-up. The pipeline is the proof — not just the close. Build it right and the closes come.
Salesforce Discipline Check
Daily Disciplines — No Prompting Required
By end of Month 1, your Daily Disciplines should run without a reminder. Open the 5 reports, in order, every morning, before your first call. If your manager has to remind you to run your reports — that's a Month 1 failure. Build the habit now. It runs your business forever.
Month 1 Assessment Quiz
10 questions · Need 80% (8/10) to pass · Unlimited attempts
Month 3 Training · Building Momentum
Month 3 Training
Building Momentum: Pipeline to Revenue
Month 3 is where you learn what your territory is actually made of. You have data now — pipeline conversion rates, builder behavior patterns, objection types. This training is about using that data to close faster, manage bigger, and build relationships that repeat.
Pipeline Conversion: Moving Quotes to Orders
By Month 3 you should have enough data to answer a critical question: which Opportunities are moving and which are stalling? Stalled deals are not neutral — they are costing you time, attention, and revenue. Every deal on your report is either advancing or dying. There is no steady state in luxury residential sales.
The Stall Audit
Monthly Review of Stalled Deals
Once a month, sort your Opportunities by "last activity date." Any deal with no activity in 21+ days is stalled. For each stalled deal: call the builder this week. Ask one question: "What's changed since we last spoke?" The answer tells you whether to push, pivot, or pull the deal from active tracking.
Conversion Pattern Recognition
Know What Moves Your Deals
Look at your Closed Won deals. What did they have in common? Was there a construction stage where they converted? A builder type? A cab style that closed faster? Your conversion pattern is your competitive advantage — it tells you exactly where to focus your energy for maximum close rate.
P&I at Scale — Managing 20+ Active Orders
By Month 3 a healthy territory should have 15–25 active jobs on the P&I. This is where project management becomes a professional discipline. You cannot visit every job every week. You need a triage system: jobs installing within 30 days get weekly visits; 30–60 days get bi-weekly; 60+ days get monthly site checks. Salesforce photos and next actions keep every job visible.
The Weekly P&I Triage
Every Monday morning: open P&I, sort by projected install date. Flag every job installing within 14 days as Red — daily contact. Flag 15–30 days as Yellow — contact this week. Flag 30+ days as Green — scheduled visit. Move your day around the Red jobs. Nothing should ever surprise you on install day.
Advanced Builder Relationships — Depth vs Width
Month 1 was about width — meeting many builders. Month 3 is about depth — making your Tier 1 accounts feel like partners, not customers. A partner relationship means they call you before they have a problem, not after.
The Insider Move
Know Their Pipeline Before They Call You
Your Tier 1 builders are getting new permits. Pull permit records in your territory weekly. When you call a builder about a permit they haven't mentioned yet, you've just proven you're paying attention at a level no competitor is. That's not a sales call — that's a service call. It changes the relationship entirely.
Introduce Builders to Each Other
The Cross-Referral Play
You know every builder in your territory. Your builders don't all know each other. Connecting two builders who could benefit from each other — a spec builder who needs a GC, an architect who needs a high-end builder — positions you as a connector, not just a vendor. The most trusted reps are the ones who give before they take.
Month 3 Assessment Quiz
10 questions · Need 80% (8/10) to pass · Unlimited attempts
Month 6 Training · Territory Mastery
Month 6 Training
Territory Mastery: The REI Way
Month 6 is when the best TSMs separate from the rest. You have a pipeline, a relationship network, and six months of field intelligence. This training is about turning all of it into a self-sustaining, growing territory — and earning the highest certification in the REI Sales Academy.
Annual Territory Planning
By Month 6 you should be able to forecast your territory's performance 90 days out with reasonable accuracy. Pull your pipeline and answer these questions: What is my current open Opportunity value? What is my average close rate? What is my average deal size? What is my P&I backlog? From those numbers, your revenue forecast builds itself.
The Annual Account Plan
One Page Per Tier 1 Builder
For each Tier 1 builder, create a one-page account plan: their annual home production volume, their average home value, the number of elevators they've bought from you, the number of elevators still in their pipeline, and your relationship health score. This is a living document — review it monthly. Share it with your manager in your quarterly review.
The Revenue Bridge
From Current Pipeline to Annual Goal
Your revenue goal is set. Your current pipeline either covers it or it doesn't. The gap between your pipeline value × close rate and your annual goal is your "prospecting number" — the additional revenue you need to create from new relationships. Know this number. It tells you exactly how aggressively to prospect.
Advanced Sales Scenarios & Complex Objections
Scenario: Developer Negotiation
Multi-Unit Volume Discount Request
A developer is building 12 luxury condos and wants to negotiate price across all 12 units. Your approach: never discount the unit price. Instead, offer value adds — priority production scheduling, dedicated install coordination, extended service support. Price concessions train buyers to negotiate every time. Value additions build loyalty without eroding margin.
Scenario: Competitive Displacement
Taking a Builder from a Competitor
You've identified a high-volume builder who uses a competitor exclusively. Strategy: don't attack the competitor — ask what their biggest frustration is. Service delays? Communication gaps? Spec errors? Every competitor has weaknesses. Find theirs. Position REI as the solution to that specific pain. Get one project. Deliver perfectly. The relationship follows.
Scenario: The Stalled $150K Account
Reviving a High-Value Dormant Account
A builder who bought 5 elevators from you 2 years ago went quiet. No new projects, no contact. Don't call about a sale — call about them. Ask what they've been building. Ask if they've had any elevator experiences (good or bad) since you last worked together. Reconnect as a peer, not as a vendor. The sale comes later. The relationship comes first.
The REI Brand Ambassador
You Are the Brand in Your Territory
At Month 6, builders in your territory should associate REI with you personally. Your reputation IS the brand in your market. That means responding same day, showing up on-site, fixing problems before they escalate, and telling the REI story with pride. Every builder meeting is a brand impression. Make it count.
The Month 6 Standard
At Month 6 a fully developed TSM should be: running their Daily Disciplines independently every morning, carrying 20+ open Opportunities with current close dates, managing 15+ P&I jobs with next actions, maintaining a Tier 1 list of 5–8 builders with monthly in-person contact, and forecasting their territory 90 days out without needing prompting. This is the REI Way.
Month 6 Assessment Quiz
15 questions · Need 80% (12/15) to pass · Unlimited attempts
Admin · TSM Training Progress Dashboard
TSM Training Progress
Quiz attempts, scores, and participation dates for all registered TSMs. Data is stored in this browser session.