The Numbers to Track

#1. The weekly rhythm

Build a few demos in the morning. Call Tuesday through Thursday, 10–11am and 4–5pm local, or before-open/after-close to catch owners solo — Module 5 covers exactly why those windows work. Email or text every no-answer the same day. Follow up on the schedule from Module 4's cadence lesson, not whenever you happen to remember.

#2. The only six numbers that matter

Dials → Conversations → Demos shown → Closes → Cash → New MRR.

That's the entire tracking sheet. Not calls-attempted-versus-calls-completed, not time-on-phone, not any vanity metric a CRM dashboard might surface by default — six numbers, because six numbers are the ones that actually correspond to a stage in the funnel chain from Module 1.

#3. The diagnostic — why you check upstream, not downstream

If closes are low in a given week, the instinct is to work on closing — a better price pitch, a stronger urgency line. That's usually the wrong fix, for a structural reason: Module 1 established that your close rate is the product of every earlier stage's rate, multiplied together. A weak number at the close stage can be caused by a weak number at any of the stages before it, and fixing the wrong one does nothing to the final result.

So the actual diagnostic is mechanical, not intuitive: look at each stage's ratio to the one before it, not the raw counts, and find the earliest point in the chain where the ratio is genuinely low.

• Low dials-to-conversations, even though you dialed plenty? The problem is upstream of the script entirely — lead quality, or a bad call-time window (Module 5).
• Fine conversations but few demos agreed to? The problem is in how you're teasing the demo (Module 4's stage ⑤) — not your closing technique, which you haven't reached yet.
• Demos shown but few closes? Now the problem is genuinely in the close and objection-handling (Module 4's stage ⑥–⑦ and the objection matrix) — this is the one case where "get better at closing" is actually the right diagnosis.

Fixing the earliest weak link in the chain moves every number downstream of it. Fixing a downstream number while an upstream one is broken just wastes the effort — you'll get slightly better at closing demos you're not generating enough of to matter.

#4. Realistic targets, restated from Module 1

Weekend-1 goal: one to two closes — roughly $1,000–$2,000 in cash plus $100–$200 in new monthly recurring revenue. Month-1 goal: four to eight sites sold, and $400–$800 in monthly recurring revenue.

These are the same planning figures from Module 1's funnel lesson, restated here as targets rather than derivations — track your own six numbers against them for two weeks, and replace the targets with your own observed ratios the same way Module 1 asked you to replace its funnel percentages.