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These seats keep work coming in and keep the company credible to the people who refer it. Keep both aligned with a relationship-first, outbound approach rather than chasing online leads.
Reports to: Owner or General Manager. Purpose: build the commercial pipeline by developing relationships with property managers, facility directors, and owners that turn into booked, recurring work.
Key responsibilities: prospect and network target accounts, run meetings and site walks, build and maintain the relationships, advance opportunities to booked work and Master Service Agreements (MSAs), log activity.
The line this seat cannot cross. Building the relationship is fine. Paying for the referral may not be, and in California it is a crime. California Insurance Code 750 makes it a crime for a person engaged in processing, presenting, or negotiating claims to offer, deliver, receive, or accept a rebate, commission, or other consideration as compensation or inducement for the referral of clients, cases, or customers, with fines up to $50,000 and jail exposure. The civil side runs through Insurance Code 1871.7, which reaches employing runners, cappers, or steerers to procure clients and carries $5,000 to $10,000 per claim plus up to treble damages. Whether your state has a version of it is state law, so look up yours, and carriers and property management firms often bar it by contract on top of the statute. Gift and entertainment limits tighten further when the account is a public entity, a hospital system, or a housing authority. Put a written policy in place covering what a rep may give, to whom, and at what value, and keep commission tied to work your company performs rather than to the referral itself.
Scorecard: meetings set and held; opportunities advanced; commercial revenue and MSAs booked; pipeline coverage; relationships maintained.
Reports to: Owner or General Manager. Purpose: keep the company visible and credible to referral sources and the market, supporting sales and reputation rather than running ad campaigns.
Key responsibilities: manage the company's online presence and reviews, support events and partner relationships, produce and distribute owner-approved content, maintain marketing materials and brand consistency.
On reviews. Ask every customer, not only the pleased ones, and never make anything of value contingent on the review being positive. The FTC's rule on consumer reviews and testimonials, 16 CFR Part 465, effective October 21, 2024, bars fake or false reviews at 465.2, buying positive or negative reviews at 465.4, and review suppression at 465.7, and it carries civil penalties. Reviews written by employees or their relatives have to disclose the relationship. Gating the request so only happy customers get the link is the version many shops do not recognize as a problem: the FTC's Endorsement Guides at 16 CFR 255.2(d) tell an advertiser not to procure or suppress reviews in a way that distorts what customers actually think.
Scorecard: review volume and rating; consistent presence; events and partner support delivered; materials current and on-brand.
Reports to: Sales Manager. Purpose: open the top of the funnel by surfacing target accounts and setting qualified, attended meetings for the sales team to run.
Key responsibilities: outbound prospecting by phone, email, and LinkedIn, qualify and prioritize target accounts, set and confirm meetings on the rep's calendar, follow up persistently across multiple touches, hand off context cleanly to the closer, log activity and outcomes.
Rules that come with the volume. Under the Telephone Consumer Protection Act (TCPA) at 47 U.S.C. 227(b)(1)(A)(iii), no autodialed or prerecorded call or text goes to a mobile number without prior express consent, and facility managers answer on mobiles. Under CAN-SPAM at 15 U.S.C. 7704 every commercial email needs a working opt-out that stays live at least 30 days, a valid physical postal address, and accurate headers and subject lines, and an opt-out has to be honored within 10 business days. Keep an internal do-not-call and do-not-email list, honor a request on the call or reply where it is given, and stay inside the calling hours of the state you are dialing into.