A floor coating sales manager heads the reps who measure garages, basements and shops and sell coated floors at the kitchen table, often in one visit. They keep the price book current for each coating system, decide which systems each market may sell, and coach reps to close without the discount stories some state home improvement rules ban.
By the HireBus team · Updated · Pay data: BLS, May 2025
Median pay, building finishing contractors · BLS, May 2025
Annual pay: 10th percentile $70,580, middle half $83,970 to $153,740, 90th percentile $205,660. Source: BLS Occupational Employment and Wage Statistics, May 2025.
Reports to
General Manager
Department
Sales
Schedule
Weekdays, some evenings and travel · Monday to Friday, 8 a.m. to 5 p.m., some evening ride-alongs and weekend events, plus regional trips and conferences
Also called
Director of sales · Residential sales manager · In-home sales manager · Sales team lead
Oversee and drive sales growth in the floor coating division by developing and executing strategic sales plans to achieve revenue targets and expand market presence. Lead a team of sales representatives through effective mentoring, coaching, and performance monitoring to exceed business objectives.
2. Essential Duties and Responsibilities
Develop and implement comprehensive sales strategies and targets for the floor coating division.
Mentor, train, and provide continuous support to sales representatives to improve performance and client engagement.
Monitor and analyze revenue goals and business trends to inform agile decision-making.
Collaborate with cross-functional teams to ensure alignment with company objectives and maintain high customer satisfaction.
3. Key Tasks / Daily Activities
Conduct daily performance reviews and sales meetings to motivate the team and address any challenges.
Identify and pursue new business opportunities and customer leads within the floor coating market.
Engage with clients to understand their needs, present targeted solutions, and negotiate contracts.
Monitor sales metrics and update management on progress toward quarterly and annual revenue goals.
4. Key Performance Indicators (KPIs)
Monthly Revenue: Achieve at least $150,000 in new sales revenue.
Sales Growth Rate: Achieve a minimum of 10% month-over-month growth.
Customer Satisfaction Rating: Maintain an average rating of >4.8 stars.
Lead Conversion Rate: Convert at least 20% of qualified leads into customers.
5. Required Qualifications and Skills
Bachelor’s degree in Business, Marketing, or a related field.
Minimum of 5 years in sales, with at least 3 years in a managerial role.
Strong leadership, communication, and negotiation skills.
Proficiency in CRM software and sales analytics tools.
6. Preferred Experience
5+ years of experience in the home services industry, specifically within floor coating or related sectors.
Demonstrated track record of exceeding sales targets in competitive markets.
Experience developing and implementing sales training programs.
Familiarity with market trends and regulatory requirements in the floor coating industry.
7. Physical Requirements
Ability to travel frequently to meet with clients and attend industry events.
Must be able to lift up to 20 pounds as needed for meeting materials and samples.
Occasional exposure to showroom environments and construction sites.
Requires prolonged periods of sitting and working at a computer.
8. Work Environment and Schedule
Typical work hours are Monday through Friday, 8:00 AM to 5:00 PM.
Occasional evening and weekend work may be required for client meetings or industry events.
Moderate travel requirements to regional client sites and industry conferences.
Fast-paced office environment with high demands for customer interaction and team collaboration.
9. Compensation and Benefits
Base salary range of $75,000 - $95,000 per year, depending on experience.
Commission structure based on monthly and quarterly revenue achievements.
Performance-based bonuses awarded for exceeding established KPIs.
Comprehensive benefits package including Health, Dental, Vision, and 401k.
10. Company Culture and Overview
Our company fosters a dynamic and inclusive work environment where innovation, teamwork, and personal growth are championed. We invest in our employees to drive success and make a lasting impact within the home services industry.
11. How to Apply
If you meet the above criteria and want to be part of a growth-oriented company focused on customer satisfaction, please send your resume to [INSERT EMAIL HERE] or apply online at [INSERT WEBSITE LINK HERE].
Need help filling this role? HireBus posts the ad, Iris interviews every applicant by phone before you do, and you decide who to hire. Start hiring now
Most floors are sold in a single visit and installed within weeks, so a rep's promise becomes a crew day fast. The manager decides what reps may sell, at what price and in what words, and sees the results on install day.
A price book that prices the slab
Reps quote square feet, but the slab decides the work. Build the price book by coating system and floor size, then add set prices for what a rep can see: crack repair by the foot, removing old paint or sealer, stem walls, steps, and a moisture barrier option in case the lead's test calls for one. When those lines are in the book, a rep who spots the problem prices it, and fewer jobs change on install day. Source: Rust-Oleum: EpoxyShield Garage Floor Universal Tint Base technical data sheet (ESH-48).
Sell only what each market's crews can install
A metallic or quartz floor sold where no lead has signed off on that system either waits or goes down badly. Check the training list HR keeps before reps in a market show a system, and add it to that market's price book once a lead is ready. Until then, keep that system's samples and photos out of those reps' kits, so nobody sells from a picture the crews can't match.
Discount stories some states ban
Wisconsin's home improvement rules are one example. They bar falsely telling homeowners their house will serve as a "model" or "advertising job" to suggest a lower price. They also bar claiming a discount comes from materials left over from another job, a market survey or a test when it doesn't. Reps under pressure reach for both stories. Write down the discounts reps may truly offer, such as a real yard-sign credit, and coach to that list on ride-alongs. Source: Example state: Wisconsin Administrative Code ATCP 110.02, prohibited home improvement trade practices.
Pay reps on floors that went down
A garage floor can be signed and coated within a couple of weeks, so commission can follow the install instead of the signature. Decide in writing what happens when a homeowner cancels inside the window, when the lead's moisture test adds a barrier coat the rep never sold, and when a floor sold below the price book needed an exception.
How much floor coating sales managers make
Sales managers who work for building finishing contractors earned a median of $124,650 a year ($59.93 an hour) in May 2025, according to the Bureau of Labor Statistics. That’s below the $148,270 median for sales managers in all industries. About 1,170 of the 637,080 sales managers in that survey work for building finishing contractors.
Base salary, commission on monthly and quarterly revenue, and bonuses for beating KPIs, as the template lays out. Even the top of the template's base falls short of the BLS median on this page, a figure that already counts commission. Pay the manager's commission on floors that went down and stayed paid, the same rule the reps work under.
Building finishing contractors
$124,650$124,650 median Middle half $83,970–$153,740 10th–90th $70,580–$205,660
All industries
$148,270$148,270 median Middle half $100,360–$207,340 10th–90th $73,170–$290,540
$0k$50k$100k$150k$200k$250k$300k$350k
10th–90th percentileMiddle halfMedianAnnual pay, May 2025. Source: BLS Occupational Employment and Wage Statistics.
Annual pay by percentile
Group
10th
25th
Median
75th
90th
Building finishing contractors
$70,580
$83,970
$124,650
$153,740
$205,660
All industries
$73,170
$100,360
$148,270
$207,340
$290,540
BLS doesn’t publish pay for floor coating contractors on their own. These figures cover building finishing contractors, which include them. Post a real range for your market in the ad.
The pay line in the template above is an example from our Role Blueprint. Set yours from these figures and what local companies pay.
Skills to hire for, and what you can teach
Hire for these
Has led in-home reps selling a home improvement product in one visit
Builds a price book with set prices for slab conditions
Coaches on ride-alongs in customers' garages, not only in the office
Spots a rep who skips the slab checks to save time
Reads close rates beside cancellations and install-day price changes
Teach these on the job
Which coating systems each lead is signed off to install
How slab moisture and old coatings change the work
What your floor warranty excludes, such as hot tire marks or spills
Your CRM's estimate, contract and close-rate reports
Commercial floor specs, if you sell them
The manager works from the CRM's estimates, contracts and close rates by rep, the price book inside the proposal tool, HR's training sign-off list, and the install wait the office manager posts for each market. A tablet with photos of finished floors by system and flake blend goes on every ride-along.
Floor coating sales manager interview questions
Two of the 6 questions we'd ask, and what a strong answer sounds like. Ask every candidate the same questions, and rate each answer on your own before you compare notes.
Situational · Honest promises
Reps are promising one-day installs even in cold weather, and crews can't deliver. What do you do?
A strong answer: Stops the promise, trains reps on how weather affects cure, and aligns scripts with operations.
Behavioral · Coaching close rates
Tell me about a rep whose close rate was low. How did you coach them?
A strong answer: Rode along or reviewed appointments, found the specific gap, practiced it, and tracked the close rate after.
Set targets with the general manager using two seasons of your own sales, and reset them when you add a coating system or a market.
Monthly Revenue
New sales signed each month, less cancellations inside the window, by rep and by coating system. Show what was installed that month on a second line, since that's what the company can bill.
Sales Growth Rate
This month's new sales against last month's, as the template asks, with a second column for the same month a year ago. A spring jump no bigger than last spring's isn't real growth.
Customer Satisfaction Rating
Each rep's ratings and surveys on the floors they sold. Read low scores for gaps between what was said at the table and what happened, such as cure times, color or what the warranty covers.
Lead Conversion Rate
Floors that stayed sold through the cancellation window, over qualified estimates run, by rep and lead source. Count an estimate as qualified only when the owner was home and the floor is one your crews coat.
What do the sales manager template's travel, lifting and site lines cover?
Driving to ride-alongs, home shows and regional meetings, and carrying sample boards, flake charts and a sample panel of up to 20 pounds into garages and booths. Site visits mean unheated garages in any season, and now and then a commercial floor before or after the crew works. List the driving, carrying and site visits in the ad beside the template's lines, and make clear that accommodation is available.
How much does a floor coating sales manager make?
Sales managers who work for building finishing contractors earned a median of $124,650 a year ($59.93 an hour) in May 2025, according to the Bureau of Labor Statistics. The middle half earned between $83,970 and $153,740 a year. Pay also depends on your local market, experience and bonus terms.
Which regulatory requirements should a floor coating sales manager know?
Mostly the rules for selling in homes: the federal three-day cancellation rule, each state's home improvement contract and sales practice rules, and any contractor license numbers your states want on contracts. Commercial bids can add their own specs. The template lists this knowledge as preferred, so a strong candidate who knows one state can learn the rest from a checklist your lawyer reviews.
Should the sales manager sell commercial floors?
Often, at this size. Commercial buyers want product data sheets, chemical resistance charts, references and a schedule that works around their hours, and most garage reps aren't trained for that. The manager can carry those accounts until there's enough volume for a commercial rep, as long as ride-alongs with the residential team stay on the calendar.
What should a sales manager watch on a floor coating ride-along?
Whether the rep drips water on the slab to check for sealer, looks for damp spots and old coating edges, measures stem walls and steps, and asks what's stored in the garage. Then how they explain cure times, the warranty's exclusions and the price. Talk it over in the truck before the next appointment, one fix at a time.
