Ideas, observations & things worth sharing
Occasional notes on measuring what happens after the first enquiry.
Words by Adnan Khan
The report announces that leads are cheaper. The person answering them asks whether anyone has changed the form, because several enquiries now arrive without the information needed for a useful reply.
Repeated forms can belong to the same unfinished conversation. Before celebrating the total, find out what the person was trying to get answered.
A useful sales handover lets the next person pick up the conversation with the request, its context and the promise already made.
For a considered service, a recent request may be unfinished evidence. Give it a fair reporting window before deciding what it became.
