Lead Leak Self-Audit

How the score works

This walks the stages an enquiry passes through and scores each one, on the basis that an enquiry lost at the first stage never reaches the rest. The points total a hundred across the stages, and the gap is converted into money the same transparent way: missing points give a capped share of recoverable enquiries, multiplied by your close rate and your average job value, with each step shown.

What moves the score

• The earliest stage that scores badly, since losses there make later stages irrelevant.
• Whether enquiries arrive through a channel nobody monitors.
• How long a quote takes to reach the customer.
• What happens to a customer after a job is finished.

Where this goes wrong

Fix the earliest leak first. A business that improves its quoting speed while enquiries still go unanswered at the phone has improved a stage that fewer people reach, and the gain is proportionally smaller than it looks. The stages are sequential for a reason. The other caution is that a low score on the post-job stage is easy to dismiss and is frequently the largest number, because repeat and referral work costs nothing to acquire and compounds over years.

Before you act on it

• Work on the earliest poor-scoring stage first.
• Check what happens to enquiries arriving outside working hours.
• Count the post-job stage properly rather than discounting it.
• Re-run it after a change rather than assuming the fix worked.