For businesses that close by talking
You know how many come in. What costs you is not knowing which ones are worth it.
Contacts you usually have. What is missing is knowing which ones pay for the spend and where the rest get lost. Five points decide that, and the order you check them in changes the answer.
If this sounds familiar too
- You have a contact list from eight months ago that nobody has opened since.
- Your calendar is full of meetings and hardly any reach a proposal.
- You cut the campaign after two months because nobody had closed.
- People come in, but not the ones who buy: they ask the price, hear the number and disappear.
- It came in on Friday afternoon and you replied on Monday, if anyone replied at all.
In this order
Where each contact comes from
Start with where each one comes from. The channel bringing the most visits is rarely the one closing the most, and looking at them together hides both: one looks worse than it is and the other, better. Without that split you are averaging two different businesses.
What a contact costs you against what a customer leaves
You pay 60 per contact and close one in ten: that customer cost you 600. If they leave you 400 in the first year, you do not have a traffic problem, you have an arithmetic one, and raising spend makes it bigger. Always compare against the year, not against the first sale.
How many of the people who ask a price get to speak with you
More people drop off here than on the ad, and it lives in the sheet or the CRM: how many came in, how many had a conversation, how many were left without an answer, and how long the first one took. That last number usually explains the other three.
How long one takes to close
The cycle decides how long you can keep paying before you get paid. With a four month cycle, raising spend in January does not show until May, and whoever has not measured it kills the campaign in February thinking it does not work.
What happens to the ones who said not now
Count how many there are and when each one last heard from you. They already know you and already asked for a price, so they come cheaper than bringing in someone new, and they are almost always on a sheet nobody opens again.
Why the order matters
The first three tell you whether your pipeline can carry more spend. The fourth tells you when you will be able to judge it: with a four month cycle, whatever you switch on in January cannot be read until May, and that is where most people switch it off too early. The fifth needs no new spend at all, it works with what you already paid for. Starting with the fifth is the cheapest move you have. Starting by raising the budget, without the first three, is paying more for the same result.
What kind of business this works for
If you already pay to bring in leads and you want more of them to close, you can see which of the five points is losing you that money. If you have not paid for a single one yet, the first two have nothing to separate and the other three read off the contact list you already keep. I come from managing over 400,000 dollars in ad spend at Rockin, across ecommerce and B2B accounts.
Half an hour with your numbers in front of you.
You tell me what you sell and what comes in each month. We leave knowing which of the five is costing you the most right now.
Book 30 minutes