Where are you losing customers you never knew you had?

You know about the customer who argued about a rate and left. You remember the one who complained about a delay.

Those are not your problem. They are visible, so they get dealt with.

The problem is the people who never became customers at all, and who you therefore have no memory of. They are the largest group, and your business has no record that they existed.

The four places people leave without telling you

They searched for what you do and did not find you. No record of that anywhere.

They found your website, did not understand in five seconds what you do or whether you serve someone like them, and went back. No record.

They sent an enquiry and nobody replied for two days. There may be a record of the enquiry, and there is certainly none of the reason they stopped waiting.

They spoke to somebody, asked for a quotation, and it came late or never. That one sometimes gets noticed, usually months later, usually as a guess.

How to see the invisible

You cannot count what never arrived, but you can count what arrived and did not convert, and that tells you most of the story.

Enquiries received this month. How many got a reply the same day. How many got a quotation. How many closed. If you have those four numbers, the drop between any two of them is where you are losing people, and it is usually not the drop you assumed.

Most owners are convinced they lose on price. When the numbers are in front of them, most of the loss turns out to be speed.

Write down those four numbers for last month. Where is the biggest drop?

Getting those four numbers in front of an owner for the first time is usually where our work starts. Send us what you have and we will put the picture together with you.