Leads not converting into sales? Ten things we check before anyone buys more leads.
Enquiries but no sales is the most common thing owners bring us, in the US and the UK alike. It's almost never the leads. It's what happens in the hours after they arrive. In the order we check:
1 to 3: speed, speed, speed
Response time. How long between the enquiry and a human reply? Not an auto-responder, a reply. If it's measured in hours, you're losing to whoever answered in minutes. Out-of-hours. Enquiries at 9pm, on Fridays, on holidays: who answers? For BRZH in Doha the answer is a WhatsApp concierge in under five seconds in two languages. The channel. Are you replying where they asked? A form reply by email to someone who wanted WhatsApp is a reply nobody reads.
4 to 6: the follow-up
Second touch. Most sales happen after the third contact; most businesses stop after the first. Ownership. Who owns the enquiry until it closes? "Whoever's free" means nobody. Tracking. If you can't tell me today how many of last month's enquiries are open, lost or won, there is no follow-up, only intentions.
7 to 8: the fit
Qualification. Are the leads actually your customer? Ads tuned for cheap leads deliver cheap leads. The offer. Is what you're proposing on the first call clear, priced and easy to say yes to, or does it start a three-week quote process?
9 to 10: the handover
Marketing to sales. Does the person who answers know what the ad promised? Sales to delivery. Does a yes turn into a start date the same day, or sit in an inbox while they change their mind?
Fix order
Response time and ownership first; they're free. Then tracking (a CRM, even a simple one). Then automation for the first reply and the reminders. Then, and only then, qualification and ad targeting. If you'd like us to run the ten checks on your actual enquiries, that's the first half of the audit.