Services AI Sales & Lead Automation

The lead came in. Something happened.

It answers while they are still on your website, asks the things you would have asked, books the ones worth booking, writes the lot into your records, and keeps going back to the ones still thinking about it.

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The expensive part happens after the form is sent.

Getting people to contact you is the half everybody spends money on. The half that loses the work is quieter than that, and it happens on days like this one.

A joiner measuring a length of timber at a bright workbench, her phone lying face down on the bench beside her
  1. 9:14 on a Tuesday night

    The form goes in.

    Nobody opens a laptop until half past eight tomorrow. By then they have filled in two more, and one of those replied before bed.

  2. Thursday

    Call me Thursday.

    Thursday turns up in the middle of somebody else's job. No call goes out. Nobody remembers not making it, which is why it happens again next week.

  3. The quote you sent

    Priced properly. Sent the same evening.

    Then nothing, from either side. Chasing it feels like begging, so it sits there until it is too old to chase at all.

  4. While you were up a ladder

    The phone rang out.

    No voicemail. No number you recognise. You will never find out what that one was worth, which is exactly what makes it easy to ignore.

None of that is a lead problem. Every one of those people had already picked up a phone or typed their name into a box. They chose you first, and then waited.

So watch one get worked.

Pick where it came from. The clock is the time since it landed, and nothing below waits for anybody to be free.

Where it came from

Waiting Website form 9:14pm, Tuesday

    It starts when it comes into view.

    A demonstration, put together to show the shape of one. The businesses are invented, the conversation is written, and the timings are there to show the order things happen in. They are not a measurement of anything, and nothing here is a promise about your leads.

    1. The form lands. The office has been shut for four hours.
    2. Hi Sarah, thanks for getting in touch about the kitchen. I can get you booked in for an estimate. Is it the whole kitchen, or particular parts of it?
    3. Full kitchen. Cabinets, counters and flooring.
    4. Got it. Whereabouts are you, and when were you hoping to start?
    5. Coral Gables. Ideally in the next couple of months.
    6. That is the sort of job Dave takes. He measures up before he prices anything, so it is a visit first. I have Tuesday afternoon or Thursday morning.
    7. Tuesday afternoon works.
    8. Booked, Tuesday at half two. I will text the confirmation now and again on Monday evening.
    9. Contact created, job attached, the whole conversation saved against it.
    10. Handed to Dave with what she wants and where. He has not typed a word.
    11. Nobody asked her about budget. That is a conversation for a person standing in the kitchen, so it was left alone.
    1. The phone rang out. You were on a roof and it went to nothing.
    2. Hi, this is Northridge Roofing. Sorry we missed you just then. What can we help with?
    3. Got a leak in the back bedroom since the storm last night.
    4. That wants looking at quickly. Can I take your name and the address?
    5. Ray Alvarez, 42 Riverside Road.
    6. Thanks Ray. An active leak goes to the front of the queue. I can get someone to you first thing tomorrow, or Monday.
    7. Tomorrow, please.
    8. Half eight tomorrow. You will get a text tonight, and the crew will ring when they set off.
    9. Job raised, marked urgent, photos requested by text so the van carries the right materials.
    10. You get one message telling you what happened, at the point where you can do something about it.
    1. A lead form off the advert. It arrived on a Sunday, which is when most of them do.
    2. Hi Priya, thanks for your enquiry. Consultations are with one of the practitioners, and they will go through what is suitable with you on the day. Would a weekday or a Saturday suit you better?
    3. Saturday if you have anything.
    4. We do. Consultations run forty five minutes. I have two on Saturday.
    5. The morning one.
    6. Booked for quarter past ten. I will text where to park and what to bring.
    7. Written into the diary against the right practitioner, with the advert it came from recorded so you can see which ones pay.
    8. Nothing clinical was answered and nothing was promised. It took the booking and stopped there, because that is where it was told to stop.
    1. Not a new lead. One that has been sitting in your system since the spring.
    2. Hi Mike, it is Halton Glazing. You had a quote from us back in March for the windows. Are you still thinking about it, or shall I close it off?
    3. Still thinking. Put it off because of what it came to.
    4. Fair enough. Dave can look at doing it in two phases to spread it out. Worth ten minutes on the phone with him?
    5. Go on then.
    6. He has Thursday afternoon or Friday morning.
    7. Thursday at four. He will ring you.
    8. The old quote is pulled back up and attached, so Dave is not starting from nothing.
    9. Handed over with the reason it stalled, which is the only part of this that matters on the call.
    10. If Mike had said no, that would have been the last message. If he had replied STOP, the record is marked and no campaign reaches him again.

    A lead is worth the most while they are still thinking about it.

    Nobody fills in a form because they enjoy filling in forms. They do it in the ten minutes they have decided to deal with the thing, and in those ten minutes they are usually filling in somebody else's too.

    Reply inside that window and you are talking to someone with the problem in front of them. Reply tomorrow and you are interrupting a person who has moved on, already spoken to two other firms, and now has to be sold to instead of helped.

    There is no trick in this and no statistic worth quoting at you. It is just that attention has a half life, and a machine that never sleeps happens to be very good at catching it.

    1. SecondsStill on your website, with your name and two others open in tabs.
    2. An hourBack to whatever they were doing before. The problem is still there. You are not.
    3. Tomorrow afternoonSomebody has already been out to look at it.

    One conversation. Whatever channel they answer on.

    People do not think in channels. They think about the thing they wanted done, and they answer on whichever one is in their hand.

    1. Hi Sarah, thanks for getting in touch about the kitchen. Is it the whole thing or particular parts of it?

      Tuesday, 9:14pm
    2. Two days, nothing back
    3. No rush at all. Here is roughly how a kitchen goes with us, and what we would need to see before pricing it.

      Thursday, 10:02am
    4. Sorry, been away. Still interested. Easier to talk than type.

      Thursday, 7:48pm
    5. Rings her the next morning, gets the measurements it still needs, and offers two slots.

      Friday, 9:10am
    6. Booked. Confirmation and the address, on the channel she started on.

      Friday, 9:21am

    One thread, one memory, one set of facts. It does not reintroduce itself on email because the text was somebody else's job. Which channels you actually switch on is a decision we make with you, and it depends on your business and where you trade.

    It asks what you would have asked.

    Not a form with nine required fields. The two or three things that decide whether this is worth your morning, asked one at a time, in the order a person would ask them.

    1. What is it you are looking to have done?
    2. Whereabouts is the property?
    3. When were you hoping to start?
    4. Is it your own home or a commercial place?
    5. Have you had anyone else out to look at it?
    6. When are you about for someone to come and measure up?

    Those are intake questions, not advice. Anything that needs a qualified answer is written down and put in front of the person qualified to give it, and the system says so rather than having a go.

    Not every lead is the same lead.

    Five people fill in the same form and three of them are worth dropping everything for. Treating all five identically is how the good ones wait behind the ones that were never going to buy.

    Something arrives

    What is this, and who should have it?

    • Ready now

      A person hears about it immediately, by text, with everything already gathered. No inbox, no notification they will see at six.

    • Worth booking

      Straight into the diary. Nobody in your business touches it until they are standing in front of the customer.

    • Not enough to go on

      The conversation carries on until there is. Most leads are here, and most businesses give up on them.

    • Not work you take

      Told quickly and told kindly, which is worth more to your name than a slow no. Pointed somewhere useful where we can.

    • Already a customer

      Off the sales track entirely. A customer chasing an existing job should never be sold to.

    It sorts on rules you write: the services you take, the area you cover, the size of job worth a visit, what counts as urgent in your trade. Ordinary business criteria, nothing about the person. You can read why anything was sorted the way it was, and you can overrule it whenever you like.

    No reply is not the same as no.

    Most people who go quiet are not rejecting you. They are at work, on holiday, waiting on a partner, or they read it on a Tuesday and meant to come back to it.

    1. Same day

      The first reply.

      Within seconds, answering what they actually asked rather than confirming that a form was received.

    2. The next day

      A short nudge.

      One line. No pressure, no offer, no countdown timer. Usually the one that gets the reply.

    3. A few days on

      Something useful.

      How the job normally goes, what it usually costs to look at, the thing they were going to ask anyway.

    4. The last one

      A clean way out.

      Shall I leave this with you, or close it off? People answer that one honestly, and either answer is useful.

    5. Then it stops

      And it stays stopped.

      No fifth message, no starting again in a fortnight under a different heading. The record is marked and the campaign leaves them alone.

    The rules it works to

    • You read and approve every message before any of it is sent
    • The cadence is set for your business, not copied from a template
    • It stops the second a person replies, and comes to you
    • No means no, permanently, across every campaign
    • Opt out and do not contact are honoured immediately
    • Messages only go out inside hours you set
    • Everything it has ever sent is visible to you

    What you are allowed to send, to whom, and when, depends on where you trade, the channel, and whether they contacted you first. We set outbound up to fit your situation and we tell you plainly where the limits are. We are not going to claim a campaign is legal everywhere, because no honest person can.

    Sending the quote is not the end of the sale.

    There are two lists in every business that nobody has time to work, and they are usually the cheapest money on the table.

    Quotes and estimates you already sent

    What happens now: it goes out, and then it is on the customer to come back. Most do not, and not because they said no.

    1. The quote goes out, and a follow-up is already scheduled behind it
    2. They open it, or they do not, and both of those mean something
    3. A question comes back and gets answered, or handed straight to a person
    4. It keeps a polite hold on the thread until there is an answer either way
    5. Somebody steps in at the point where a person actually changes the outcome
    The people already in your records

    Old enquiries, quotes that went nowhere, cancelled appointments, customers you have not seen in two years. You paid for every one of them once.

    1. Pick a group that makes sense: a trade, a season, a job type, an age
    2. One message, in your voice, that admits it has been a while
    3. Still interested, and the conversation picks up where it stopped
    4. Not any more, and the record is closed properly instead of guessed at
    5. No reply, and they are left alone. A list is not a licence

    What that message actually looks like

    Hi Mike, it is Halton Glazing. You had a quote from us back in March for the windows. Are you still thinking about it, or shall I close it off?

    Short, true, and it offers them the exit in the same breath. That last clause is why people reply to it, and it is the difference between reaching out and pestering.

    The conversation happened. So did the paperwork.

    The reason a customer record is always out of date is that updating it is somebody's least favourite ten minutes of the day. Here it is not a job anybody does.

    • Full kitchen. Cabinets, counters and flooring.

      JobFull kitchen: cabinets, counters, flooring

    • Coral Gables. Ideally in the next couple of months.

      Where and whenCoral Gables, wants it inside two months

    • Tuesday afternoon works.

      AppointmentTuesday 2:30pm, two hours, travel allowed either side

    • The whole exchange, start to finish.

      NotesSaved against the contact, readable, not a summary of a summary

    • Nothing was said about money.

      MoneyNot discussed. Flagged for Dave rather than left blank

    Stage moved, owner set, task created, confirmation sent, reminder scheduled. None of that is a feature anybody asks for by name. It is just the difference between a record you trust on a Monday morning and one you have to check.

    It handles the chasing. Your people handle the closing.

    None of this is trying to be your salesperson. Everything on this page is the part of selling nobody enjoys and nobody is good at when they are tired: replying at half nine at night, asking the same four questions, remembering Thursday, sending the third message.

    What it is protecting is the part that only works with a person in it. Sitting in a kitchen. Reading a room. Knowing when to take five hundred off and when not to. Being trusted with somebody's house.

    Where the line sits is different in every business, and it moves once you have watched it for a month. We start it conservative, on purpose.

    A kitchen fitter and a homeowner going over a notebook together at a kitchen island
    It does
    • Reply, immediately, at any hour
    • Ask the qualifying questions
    • Chase the ones who went quiet
    • Offer real slots and book them
    • Write everything into your records
    • Tell the right person it happened
    People do
    • Turn up and look at the job
    • Price it, and stand behind the price
    • Handle the awkward conversation
    • Read what is not being said
    • Decide when to bend the rules
    • Close it

    It does not have to stop at booked.

    A booking is a promise, not an outcome. The half of the work that decides whether it becomes money happens after the slot is in the diary, and it is the same shape of problem: somebody has to remember.

    These are the ones businesses turn on second, usually about a month in, once they have stopped worrying about the first part.

    Past a certain point this stops being sales and becomes how the business runs, which is a different conversation and often a better one.

    • The reminder the night before, so the slot is not wasted
    • The follow-up when they did not turn up
    • The chase on the quote that came out of the visit
    • The documents and measurements you need before you start
    • The welcome, once they say yes
    • The review, asked at the point they are happiest
    • The check back in, a year on, when it is due again

    It has to reach the things you already run on.

    Answering a lead is the easy half. The value is in what it can touch afterwards, and none of that works if it lives in a system nobody in your business opens.

    • Where leads arriveYour website forms, your phone number, text messages, chat, and the lead forms on whatever you advertise on.
    • Where customers liveThe customer record system you already use, whether that is one of the big ones or something built for your trade.
    • Where time is bookedYour calendar and your scheduling tool, with real availability, job lengths and travel time.
    • How you talk to peopleText, email and voice, sending from your own numbers and addresses rather than something a customer will not recognise.
    • What runs after thatQuoting, invoicing, job management, and the workflow tools that stitch the rest of it together.

    We can connect to most of the customer record systems and calendars a business already runs on, to the messaging behind them, and to plenty of the trade specific tools nobody outside your trade has heard of. What we are not going to do is print a wall of logos and let you assume it all works out of the box, because that depends on your setup and sometimes the honest answer is a workaround. Tell us what you run on the first call and you will get a straight yes, no, or here is what it would take. That answer is free and it takes about a minute.

    How it gets built.

    Most of this is not engineering. It is agreeing what should happen to a lead, which is a conversation a lot of businesses have never actually had out loud.

    1. 01

      We follow a lead through your business.

      Where they come from, who touches them, what gets asked, what makes one worth your morning, and where they currently go quiet. Your own inbox tells us most of it.

    2. 02

      We write what it is allowed to say.

      Every message, in your voice, including the awkward ones: the polite no, the we do not do that, the I will get someone to ring you. You read it and change it before anybody receives it.

    3. 03

      We wire it into what you run on.

      Your forms, your number, your calendar, your records. Sending from your own address and number, so nothing looks like it came from a stranger.

    4. 04

      We try to break it.

      The normal lead, then the ones that matter: the person who answers with one word, the one asking a price you will not quote by text, the one who wants a human immediately, the one who says stop.

    5. 05

      It goes live on a corner of it.

      Usually out of hours first, or one source, or just the missed calls. You keep doing it your way alongside for as long as you want to.

    6. 06

      We read the conversations and fix it.

      Every month. The useful ones are the conversations that went badly, and going through those with you is most of what the second month is.

    What people ask before they say yes.

    How fast does it actually reply?

    Seconds, in the demonstration above, and in practice it is a matter of seconds too because nothing is waiting on a person. What we will not do is put a guaranteed number on your page: it depends on your forms, your phone provider and what has to happen in between. We will show you the real timings on your own leads once it is running, which is a more useful number than anything we could print here.

    Can it text people, or is it just email?

    Text is usually the one that does the work, and it is where most businesses start. Email, voice and website chat can all be part of the same conversation, and they share one memory rather than four. Which ones you switch on is a decision we make with you, because turning all four on for every lead is how you become the business people mute.

    Can it ring people?

    Yes. Calling a new lead back within a minute, chasing a quote, confirming tomorrow's appointments. That is the same voice agent from the receptionist side, pointed outward instead of inward. Outbound calling carries more rules than texting, and those rules change depending on where you trade and whether the person contacted you first, so we set it up to fit and tell you where the edges are.

    Can it really book appointments?

    Into your actual calendar, in a slot that exists, with the length that job needs and travel time around it. It knows who does what and where they already are that day. The customer gets the confirmation while they are still holding the phone and a reminder before the day.

    Can it work leads from Facebook or Google ads?

    Usually yes, and those are often the leads that benefit most, because ad leads are the ones filled in on a sofa at eleven at night with the least intent behind them. The lead form comes through, the conversation starts, and which advert it came from is recorded against the contact so you can eventually see which ones are actually paying for themselves.

    Can it go back to old leads sitting in my system?

    It can, and it is often the fastest thing to show a return, because you already paid for those people. It is also the part we are most careful with. Going back to a two year old list is not the same as replying to somebody who contacted you an hour ago, the rules around it are different, and we would rather work a small sensible group properly than blast a database and damage your name.

    Can one of my people take over mid conversation?

    At any point, and it steps out of the way when they do. That works both ways: it hands over on its own when somebody asks for a person, when it is out of its depth, or when the conversation turns into something a human should be handling. It does not fight anybody for the thread.

    What if it does not know what to say?

    It says so, takes the question, and puts it in front of a person rather than inventing an answer. That is the whole design: it works from things you have written and approved, and anything outside that becomes a handover. You get the unanswered questions in writing too, which is useful in itself, because the same one arriving three times is usually something that should be on your website.

    Do I get to control what it tells customers?

    You approve every message before anything is sent, and you can change any of it later in an afternoon. Nothing goes out in your name that you have not read. This is the part of the project that takes the longest and it should be.

    How does somebody opt out?

    By replying, in plain language or with the standard word, and it is honoured immediately and permanently. That means every campaign, not just the one they were in. Do not contact is a property of the person, not of a list, and it survives the next time somebody uploads a spreadsheet.

    Is any of this going to get me in trouble?

    Answering somebody who just contacted you is about as uncontroversial as it gets. Reaching out to people who did not is where the rules live, and they differ by where you are, the channel, the hour, whether they are already a customer and what you are sending. We set the campaign up to fit your situation and we will tell you what we are not comfortable with. What we will not do is tell you a campaign is compliant everywhere, because nobody can honestly say that, and if a supplier ever does you should be suspicious of them.

    Does it work with my website, or do I need a new one?

    It works with the site you have. The forms feed it and nothing about the design has to change. If the site is the reason you are not getting many leads in the first place then that is a separate and more important conversation, and it is the other half of what we do, but it is not a requirement for this.

    Do I have to replace my CRM?

    No, and we are not selling you one. This sits around whatever you already use and keeps it up to date. If you do not use anything yet then we will set something simple up rather than sell you a platform you will never open. Businesses that switch systems and change how they handle leads in the same month tend to end up doing neither.

    How long does it take to set up?

    A couple of weeks is normal for the first workflow, and most of that is not building. It is agreeing the messages and testing the awkward cases. Rushing that is how you end up with something that quotes a price you would never have given, at midnight, to a customer you wanted.

    What does it cost?

    It depends on how many leads you get, how much has to happen to each one and what it has to connect to. You hear both numbers out loud on the first call, the setup and the monthly, rather than waiting three days for a document. Nothing appears afterwards.

    The next lead is going to come in. Make sure something happens.

    Bring your last month of enquiries to the twenty minute call and we will go through what happened to each one. No charge, no slide deck, and you will hear both numbers before you hang up.