If your weekly KPI sheet has more than 7 numbers, you aren’t running the business. You’re decorating it.
The good news: 5 of those 7 numbers tell you everything that matters. The other 2 just hold you accountable to looking at them.
The 5 numbers every wholesaling manager needs by Friday 5pm.
Every Friday, every wholesaling shop with more than one VA should look at these five rows and nothing else:
- Dials made — total across the dialing team. Sanity check on activity.
- Connect rate — connects per dial. Targets 4-6% for skip-traced lists.
- Qualified leads — by your written definition. Targets 15-25 per cold caller per week at 1,500 weekly dials.
- Contracts signed — assignable contracts only, in writing. Targets 1-2 per cold caller per month.
- Closings — assignments that funded that week. Lagging indicator, but the only one that pays.
Two more numbers — the accountability rows: hours each VA logged, and whether the manager actually reviewed 3+ seller calls that week. Those don’t measure the business. They measure whether you’re running it.
Anything else on the sheet — text response rates, dispo blast opens, RVM listens — that’s a dashboard for someone else. The manager sheet is 7 rows or it’s noise.
Do this tomorrow: open your current KPI sheet. Cut every row that isn’t on the 7-row list above. If you have separate sheets per VA, consolidate into one row per VA per metric.
The mistake that makes every sheet useless.
Sheets that track totals without showing trends are decoration. “60 leads this week” means nothing. “60 leads this week, down from 78 last week” means a list is decaying. “60 leads this week vs. 42 four weeks ago” means a script change worked.
Every metric needs at minimum 4 weeks of history visible at a glance. Sheets without trend are screenshots, not decisions.
The fix: 1 sheet, 7 rows, columns for last 4 weeks. Total cell count: 28. Less than your bank statement.
Do this tomorrow: restructure the sheet so each VA has one row, and the columns are W-3, W-2, W-1, current week. Color code: green if current week beats average, red if it’s below.
What the sheet kills if you actually look at it.
A real weekly KPI sheet kills three things instantly. First, it kills the “are we busy?” debate — the dials row settles it. Second, it kills favoritism, because the sheet doesn’t know who you like. Third, it kills wishful thinking, because contract count over 4 weeks doesn’t lie.
The downside is it also forces you to act. If a cold caller is 40% below team average for 3 straight weeks, you don’t have a personnel question. You have a personnel problem. The sheet just made the call for you.
Managers who can’t fire on KPI data don’t need a better sheet. They need a different job.
Do this tomorrow: decide one line in the sand. Example: “Any cold caller under 4 qualified leads/week for 3 consecutive weeks gets coached for 2 weeks. Still under, swap.” Write it down.
The 5-step plan to ship the sheet by Friday.
- Pick the 7 rows above. Don’t add an 8th — the urge to add is the problem.
- Pull last 4 weeks of data from your CRM and dialer. Even rough numbers are fine for week one.
- Set targets per cold caller (1,500 dials / 20 qualified leads / 1 contract per month is the baseline).
- Lock a Friday 4pm 15-minute review block. Same time, every week. The calendar block matters more than the meeting.
- Color-code current-week vs. 4-week average. Decisions become obvious from the colors before you read the numbers.
A real KPI sheet is the cheapest management tool in wholesaling. The teams that don’t run one aren’t more talented. They’re just guessing.
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