Before spending more on leads, I’d look at what happened to the last few. Start with one inquiry old enough to have reached a decision. Open its form submission, call records, appointment history and sales notes. Can you tell what happened without asking three different people?
1. Put the records together
Write down when the inquiry arrived, when someone replied and what followed. Leave missing information blank. Record the customer’s explanation of how they found you alongside any tracking data.
A website form alone does not prove the original source. Someone may have seen an ad, checked reviews and then visited the website. Keep those interactions separate so you don’t credit a channel without evidence.
2. Check who followed up
Suppose a showroom receives a kitchen inquiry on Monday. A designer replies on Wednesday, but nobody records whether the customer booked. Check why the reply took two days and whether anyone followed up after it.
- Who was responsible for replying?
- Did the project fit your services and location?
- Was an appointment offered, booked and attended?
- Who followed up on the estimate?
3. Check more inquiries
Repeat this with customers who bought, people who declined and inquiries still waiting for an answer. One record can reveal a missed task, but it cannot tell you how common that problem is.
Look for repeated issues: requests outside your area, unanswered calls, missed appointments or estimates with no follow-up. Each calls for a different change.
4. Fix a recurring problem
If estimates keep going unanswered, assign a person and a follow-up date to each one. Check the records the following week to see whether it happened. Track replies and bookings as well as completed tasks.
Try this
Start with the last estimate you sent. Find out who followed up and what the customer said.