Help Great Salespeople Become Elite
About TurFresh
TurFresh is the original and most established artificial turf cleaning and maintenance company, serving homeowners and businesses across multiple states.
For over 26 years, we’ve focused on creating cleaner, safer, more enjoyable outdoor spaces while building lasting customer relationships. Every interaction, from the first call to ongoing service, is designed to earn trust and deliver long-term value.
We continuously improve how we sell, coach, operate, and serve by embracing AI, testing new ideas, and holding ourselves accountable. We value curiosity and a commitment to getting better every week.
Through our TurfRescue initiative, we make regular donations to animal shelters and rescues, supporting the care of dogs and helping the organizations that protect and rehome them.
Our sales team isn’t broken.
They’re successful, highly coachable, and committed to continuous improvement. They voluntarily attend weekly training, embrace feedback, and actively seek coaching because they want to become exceptional at their craft.
We’re looking for someone who shares that mindset.
Your Mission
Improve our inbound sales team’s conversion rate.
Everything else, including coaching, accountability, role-playing, call reviews, AI insights, training reinforcement, and performance management, exists to accomplish that goal.
About the Opportunity
This role begins as an Initial 90-Day Performance Engagement because we believe leadership should be demonstrated through results, not resumes or titles.
At the end of the engagement, the question should be simple:
Did our sales team improve because you were here?
If the answer is yes, we’ll want to continue building together in a long-term leadership role.
Our Sales Model
Every customer begins as an inbound inquiry.
Customers have already expressed interest before speaking with our team.
Sales consultants educate, qualify, quote, and close customers entirely over the phone.
Field technicians verify measurements and perform the work. They do not sell.
Marketing generates demand. Sales converts demand.
Our business is different from most home service companies.
We are not trying to generate more leads.
We are focused on converting more of the opportunities we already earn.
What Makes This Opportunity Different
AI-assisted call analysis
Weekly coaching reports
CRM dashboards
Sales scorecards
Standard operating procedures
Structured onboarding
Weekly sales workshops
KPI reporting
TurFresh has been in business for more than 26 years, but we don’t operate like a company that’s satisfied with the status quo.
We’re constantly refining how we sell through AI, call analysis, operational feedback, experimentation, evolving sales playbooks, and continuous learning.
You’ll join a company that already has a strong operating foundation, including:
We don’t expect you to arrive with a canned methodology.
We expect you to learn our business quickly, contribute ideas, reinforce what works, challenge what doesn’t, and help us continuously improve how we coach and how we sell.
What You’ll Do
Own the daily performance of our inbound sales team.
Coach sales consultants through structured one-on-one coaching.
Reinforce and expand on concepts taught during weekly sales workshops.
Review recorded sales conversations and AI-generated coaching insights.
Conduct role-play sessions using real customer scenarios.
Inspect execution to ensure coaching becomes a daily habit.
Hold salespeople accountable for consistently executing our sales methodology.
Improve discovery, qualification, objection handling, follow-up, and closing.
Accelerate new hire development.
Reduce sales-created operational issues through better qualification and documentation.
Partner with Sales Operations, Marketing, and Operations to improve the customer experience.
Identify opportunities to improve both individual performance and our overall sales process.
You will:
How You’ll Be Measured
Team Conversion Rate
Revenue per Quote
Maintenance Plan Attachment Rate
Sales-Created Operational Errors
New Hire Ramp Time
CRM Hygiene
Sales Quality and Consistency
Success is measured by results, not activity.
Primary KPI
Supporting KPIs
Who Will Thrive Here
This role is for someone who enjoys owning performance.
You believe great coaching includes reinforcement, inspection, accountability, and follow-through, not just delivering advice.
You know how to earn the respect of talented salespeople while challenging them to continually improve.
You’re comfortable having difficult conversations, coaching through resistance, and ensuring that training becomes consistent execution.
You thrive in organizations that are constantly learning, testing, and improving.
Most importantly, you measure your success by one thing:
The measurable improvement of the people you lead.
Experience We’re Looking For
Improving conversion rates through coaching and accountability.
Reviewing recorded sales calls and identifying coaching opportunities.
Conducting one-on-one coaching and structured role-playing.
Reinforcing training through consistent follow-up.
Using CRM data, call recordings, and performance metrics to prioritize coaching.
Helping salespeople consistently execute a defined sales process.
Working in an environment where inbound customer conversations, rather than outbound prospecting, drive revenue.
We’re far more interested in how you’ve improved sales performance than where you’ve worked.
The ideal candidate has successfully improved the performance of an inbound sales team by coaching better customer conversations, reinforcing consistent execution, and holding people accountable for improvement.
You should have experience:
Experience selling to residential consumers is preferred. More importantly, we’re looking for someone who can quickly learn our business, earn the team’s trust, and measurably improve performance.
What Success Looks Like After 90 Days
Earned the trust and respect of the sales team.
Established a consistent coaching and accountability cadence.
Reinforced our training through daily execution.
Improved individual sales behaviors.
Begun producing measurable improvements in conversion and overall sales quality.
Contributed ideas that strengthen our evolving sales process.
By the end of the engagement, we expect you to have:
If you’ve helped our salespeople improve, and the results demonstrate that impact, we’ll be excited to discuss a permanent leadership opportunity.
Our Hiring Process
Recruiter interview
Practical coaching exercise using real sales conversations
Live coaching simulation
Leadership interview
Possible paid working session with our sales team
We believe performance leaders should demonstrate their ability to improve people, not simply talk about it.
Our process includes:
Similar Jobs
What you need to know about the San Francisco Tech Scene
Key Facts About San Francisco Tech
- Number of Tech Workers: 365,500; 13.9% of overall workforce (2024 CompTIA survey)
- Major Tech Employers: Google, Apple, Salesforce, Meta
- Key Industries: Artificial intelligence, cloud computing, fintech, consumer technology, software
- Funding Landscape: $50.5 billion in venture capital funding in 2024 (Pitchbook)
- Notable Investors: Sequoia Capital, Andreessen Horowitz, Bessemer Venture Partners, Greylock Partners, Khosla Ventures, Kleiner Perkins
- Research Centers and Universities: Stanford University; University of California, Berkeley; University of San Francisco; Santa Clara University; Ames Research Center; Center for AI Safety; California Institute for Regenerative Medicine
