Phil RisherPhlash Consulting · No. 1 Digital Marketing Consulting Company For $1m-10m Home Service Businesses 🚀

Don’t buy another truck until you can answer these three questions

21 Oct 2026 · 1 min

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1:05

In this concise business advisory video, Phil Risher warns service‑company owners against purchasing additional trucks without first measuring key performance metrics and aligning with their marketing partner. He outlines three critical questions: (1) What is my booking rate? By tracking the proportion of leads that become booked jobs, owners can predict how many jobs a new truck could handle. (2) What is my close rate? Understanding the percentage of jobs that convert into actual sales lets owners forecast the revenue a new truck will generate. (3) Have I coordinated with my marketing partner? Risher stresses that buying trucks without a pre‑planned lead‑generation strategy leads to idle assets, and that a strategic marketing partner should be involved in the growth plan rather than treated as a mere vendor. The overall message is to use data‑driven metrics and strategic partnership to guide capital‑intensive expansion decisions.

Chapters

Before you go out and try to buy more trucks to grow your business, you need to ask these 3 questions. Number 1, what is my booking rate? If you know that you got 100 leads and you booked 50 jobs, then you can confidently say that if you got 200 leads, you'd book 100 jobs, 50%. So then you can go to your marketing company before you buy the truck and say, hey, I'm going to buy a new truck, so I need more leads and my booking rate is this. So where should I get those leads from? A good marketing company will be able to tell you that. The second question that you want to ask is, what is my close rate? Because just because you get leads and you run some jobs, even if you're running $200 service calls, you want actual sales. So if you know your close rate is 30%, then that truck is going to produce a certain amount of revenue based off of those stats. And then the last thing that you want to do is you want to make sure that you talk to your marketing partner before you do this. The worst place to be is to have 6 trucks sitting there and nothing happening and then going to your marketing partner and saying, hey, by the way, I bought 6 trucks. I need some leads tomorrow. It's all a game plan. This is why you need a strategic partner, not just a vendor.