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Behind the Scenes: Real Sales Strategy Meeting Reveals Unfiltered Look at CRM Integration, Remote Proposals, and AI-Powered Sales Automation for Asphalt Contractors

  • Writer: Kevin Gray
    Kevin Gray
  • Jun 23
  • 3 min read

Ever wonder what happens when paving industry leaders tackle real sales challenges behind closed doors? This week on the Pave It Forward Podcast, we're pulling back the curtain on our actual sales and marketing strategy meeting - completely unscripted and unfiltered.


Ever wonder what happens when paving industry leaders tackle real sales challenges behind closed doors? This week on the Pave It Forward Podcast, we're pulling back the curtain on our actual sales and marketing strategy meeting - completely unscripted and unfiltered.


Kevin Gray, Phil Metzger, and Josh Steffen (VP of Projects & Consumer Experience) recorded their live planning session as they discussed proposal improvements, CRM optimization, and the strategic balance between AI automation and personal relationship building. This isn't your typical educational episode - it's a raw, honest conversation about the systems and processes that drive real results in today's competitive paving market.


Whether you're still creating proposals by hand or looking to revolutionize your sales process, this behind-the-scenes look reveals the specific tools and strategies we're implementing to close more jobs while improving customer experience across Kentucky and Southern Indiana.



Key Topics:


Advanced Proposal Creation and Customization Systems


  • Build custom proposal templates with professional attachments that include nine-step commercial paving guides and project slide decks

  • Implement LEAP CRM email automation with branded follow-up sequences that generate contract signings within 2-3 days

  • Create visual phasing maps for commercial projects over $100,000 using color-coded sections and detailed timeline breakdowns

  • Attach downloadable PDF resources directly to proposals that educate customers on paving processes and timeline expectations



Remote Proposal Workflows Using Aerial Photography


  • Utilize Property Intel's Eagle View system for crystal-clear aerial images that reveal individual potholes and surface details

  • Budget $9 per high-quality aerial image after using 120 included annual credits for detailed remote assessments

  • Generate accurate proposals for driveways and parking lots without site visits by analyzing aerial photography and customer-submitted photos

  • Eliminate 40-60% of on-site estimates for smaller projects while maintaining 45-50% profit margins through efficient remote processes



Customer Photo and Video Upload Integration


  • Enable customers to upload up to six photos directly through website contact forms for better project assessment

  • Train customers to capture specific angles and details that reveal surface conditions invisible in satellite imagery

  • Use customer-submitted visual documentation to determine seal coating versus resurfacing needs without site visits

  • Process remote assessments for projects under $5,000 using customer photos combined with Google Earth measurements



CRM Integration and Sales Process Automation


  • Set up five-email follow-up sequences in LEAP CRM with embedded slide decks and educational resources for both residential and commercial clients

  • Mark non-responsive leads as "follow-up fall 2025" to systematically re-engage prospects with annual proposal reminders

  • Track proposal response rates where customers either sign contracts or provide no response - eliminating middle-ground negotiations

  • Automate signature blocks and customer name insertion while maintaining personal touches for relationship building



Strategic Balance: AI Automation vs Personal Relationship Building

  • Deploy text-based customer communication for initial contact and proposal delivery while reserving face-to-face meetings for projects over $10,000

  • Maintain one-hour relationship-building conversations for premium customers who justify 10-20% higher pricing through personal connection

  • Test AI phone answering systems that offer customers choice between automated scheduling or human interaction

  • Implement route optimization for sales calls by grouping appointments geographically and using CRM address export features


The paving industry is evolving rapidly, and contractors who embrace systematic approaches to sales and customer experience will dominate their markets. This episode reveals the specific tools, processes, and strategic thinking that's driving real results for Pave It Forward. Start implementing these systems immediately - begin with customer photo uploads on your website, explore aerial photography solutions, and audit your current proposal process for automation opportunities. The contractors who master these systems today will be the industry leaders tomorrow.


Episode Length: 45 minutes of unfiltered sales strategy wisdom



Subscribe to the Pave It Forward Podcast on your favorite platform and follow us on social media for more behind-the-scenes content and industry insights!



Connect with Josh:

Email: josh@paveitforwardllc.com VP of Projects & Consumer Experience



Connect with Kevin:


Connect with Phil:


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