STEVEN FRANCISCO
Dripping Springs,TX
Summary
Results driven In-Home sales professional with 15+ years of experience driving multimillion-dollar revenue growth in the home improvement, remodeling, and construction industries. Proven track record of exceeding aggressive sales targets, achieving industry-leading close rates, and delivering premium-margin solutions. Expert in consultative selling, customer psychology, and high-value deal structuring, with deep experience managing full-cycle projects from concept to completion. Specializing in Flooring, Kitchen and Bathroom Remodels, Home Additions, Outdoor Living Spaces, Windows, Doors, and Building Materials. Recognized for building long-term client relationships, pioneering innovative sales strategies, and consistently ranking as a top producer across multiple organizations.
Overview
1
1
Certification
14
14
years of professional experience
Work History
DESIGN SALES CONSULTANT
LAKEWAY FLOORS AND REMODELING
Lakeway, Texas
10.2023 - Current
- Drove sales, achieving corporate sales targets, generating over $3.4M first year in personal sales
- Received top closer award achieving a consistent 68% close rate with a 40-43% margin
- Presented remodeling solutions, educating, and guiding the customers toward informed decisions
- Managed pre-qualified leads in a first appointment close environment through rapport building, for in-home and showroom design consultations for residential and commercial remodeling solutions
- Manage construction in multiple home construction sites
- Provide prospective customers with options that align with their expressed home improvement needs
- Maintain CRM records and other customer-related documentation.
- Ensure customers’ understanding of all things related to their Flooring, Kitchen, Bath, Windows, Doors, home improvement projects, pricing, financing, and expected installation timelines
- Build relationships with a book of business for contractors, builders, and realtors
- Handle customer inquiries, qualify leads, and followed up persistently
- Provide quotes and design presentations via phone, email, and in person
- Provided scheduling of deliveries and installations
- Maintained and grew customer database by 52%
- Designed new lead generation program, increasing booked appointments 73%.
- Lead onboarding and field training for new hires, including ride along on sales calls
- Coordinate with internal teams to ensure smooth order processing and job execution
- Conduct site visits to measure areas, using a laser measuring device and iPad software
- Prepare and deliver competitive estimates, proposals, and sales contracts
- Collaborate with internal customer service and installation teams for smooth project execution
- Secured new long-term partnerships with home builders, interior designers, and architects
- Act as the “face of the brand” at trade shows and community events
- Analyze performance data to identify gaps in the sales process and recommend solutions or methods to improve
DESIGN SALES CONSULTANT
EXPRESS FLOORING / CONSTRUCTION
Austin, Texas
01.2018 - 10.2023
- Drove $7M+ in sales (in two-year period) as top Company Design Consultant, managing 4-6 daily appointments per day with 70% first-visit close.
- Optimized sales process through a consultative approach, consistently achieving $300K-$350K monthly sales revenue with average transactions of $8K-$48K per sale.
- Pioneered mobile showroom model, optimizing customer experience by bringing samples directly to clients while covering extensive territory daily.
- Managed complex, multi-phase projects, both commercial and residential.
- Collaborated with architects, designers, luxury builders and homeowners working with blueprints, and architectural drawings providing design recommendations to the customer. Implemented a 10-step sales process taking the customer through a discovery process to product selection, close, and scheduled installation.
- Execute precision measurements using Measure Square software and Leica Laser devices, delivering accurate floor plans and material requirements for clients. Conducted site visits to ensure adherence to design specifications, addressing any issues promptly for seamless project execution.
- Attended industry events and trade shows to stay current on market trends and expand professional networks.
- Leverage industry knowledge and emerging trends to build innovative messaging and bring design concepts to fruition. Identify the ideal product for the client based on their specific needs, review space and area measurements, calculate material requirements, create estimates and proposals, and ensure quality control throughout the project. Fostered vendor partnerships and maintain client relationships throughout the project lifecycle, ensuring seamless execution and high customer satisfaction rates.
DESIGN SALES CONSULTANT
50 FLOORS
Hutto, Texas
03.2015 - 01.2018
- Responsible for conducting in-home consultations with homeowners and commercial customers, providing estimates, sales solutions, and customer design options for their flooring replacement projects. Created and presented compelling building material bids which with effective balance between consumer value and maximizing company profit.
- Guided the customers through every phase of their buying experience, from selection to installation, generating between $150,000 to $180,000 per month in sales. Answered customer’s questions about specific brands, product styles and colors and made recommendations as required
- Built long-term client relationships by listening and understanding the client needs and requirements with a consultative sales approach.
- Demonstrated the benefits and quality of the products and services, providing a personal and informed recommendation while ensuring positive customer experience.
- Build relationships with industry partners including architects, builders, designers, and installers.
- Pursue qualified leads through phone and email communication, using our proprietary CRM and tech platform.
- Proactively research accounts, identify key decision-makers, and generate interest.
- Forge partnerships with industry experts like architects, builders, designers, and installers.
- Strengthened brand reputation by delivering superior customer experiences that fostered loyalty and repeat business. Executed comprehensive in-home assessments for residential and commercial clients, delivering tailored flooring and home improvement solutions and detailed project estimates
NEW HOME SALES MANAGER
EDGE CUSTOM HOMES
Salt Lake City, Utah
02.2012 - 03.2015
- Provided guidance to buyers throughout the decision-making process empowering them to make informed choices about their new homes. Up sold buyers higher-quality doors, windows, flooring, cabinets, and countertops through builder design center. Provided ongoing support to buyers as they navigated financing options, inspections, appraisals, and other aspects of the purchase process.
- Delivered engaging presentations to showcase home features and benefits, resulting in higher conversion rates.
- Handled objections from potential buyers effectively addressing concerns related to pricing, location, or design features enhancing chances of a successful sale.
- Utilized CRM software to track buyer information and preferences, tailoring communication efforts for maximum effectiveness. Conducted comprehensive needs assessments with prospective clients identifying their specific requirements leading to tailored property recommendations.
- Managed client expectations throughout the home buying process, ensuring smooth transactions and positive experiences.
- Negotiated contracts with buyers and sellers to maximize customer savings.
- Followed-up escrow process, coordinated contingency removal of property inspection, and maintained timely closing of escrow. Conducted weekly open houses and provided feedback to sellers on potential buyers and streamlined home purchase process by managing client communications, financing coordination, and escrow timelines, while maintaining detailed documentation of transactions.
Education
BA - Business Administration
Dean College
Franklin, Massachusetts01.1983
Skills
- High-Ticket Sales
- Strong Closing Skills
- Revenue Growth Strategy
- Consultative Selling / First Appointment Close
- Customer Experience Optimization
- Project & Sales Pipeline Management
- CRM System Proficiency (Salesforce, NetSuite)
- Complex Deal Management
- Highly developed communication skills
- Ability to speak publicly with confidence and poise
- Thrives in human interactions
- Complex Problem-solving
- Sales presentations
- Relationship selling
- Business development
- Performance tracking
- Sales forecasting
- Post-sales support
- Contact follow-up
Certification
Sandler Sales Training (created by PhD/Psychologist), Ron Lambert’s Sales Professional’s Guide to Negotiating, Brian Tracy Closing Techniques, PRAM Model, Edge Consultative Selling Model (Engage, Discovery, Gain, Execute), Insights Discovery and Navigator (understanding communication styles enabling more effective interactions), Discover Your Strengths capitalizing on differences and natural talents. Peter Drucker Executive Leadership Program.
RECOGNITION
Recognized as the top sales representative in the entire company at Lakeway Floors, and Express Flooring, consistently delivering exceptional performance and maintaining high sales standards.
Timeline
DESIGN SALES CONSULTANT
LAKEWAY FLOORS AND REMODELING
10.2023 - Current
DESIGN SALES CONSULTANT
EXPRESS FLOORING / CONSTRUCTION
01.2018 - 10.2023
DESIGN SALES CONSULTANT
50 FLOORS
03.2015 - 01.2018
NEW HOME SALES MANAGER
EDGE CUSTOM HOMES
02.2012 - 03.2015
BA - Business Administration
Dean College