Businesses will spend weeks on an ad. The headline, the image, the targeting, the budget. Then the enquiry that ad creates sits in an inbox until someone has a spare moment.
The ad got them to put their hand up. The reply is what wins the job.
People in sales call this speed to lead: how long it takes you to respond to a new enquiry. I think it's the most neglected number in small business marketing.
The customer is still deciding when they enquire
When someone fills in a form or rings you, they haven't chosen you yet. They're shopping. Often they've contacted two or three businesses at the same time.
The first one to reply properly has a real advantage. Not because people are impatient, but because the first good conversation sets the bar. Everyone after that is being compared to it.
If you reply the next day, you might be talking to someone who has already booked.
Why it gets missed
Nobody decides to reply slowly. It just happens.
The enquiry goes to a shared inbox, so everyone assumes someone else has it. It comes in while the owner is on a job. It arrives at 7pm and waits for the morning. None of it is visible in the marketing report, which shows the lead arriving and nothing after.
This is especially true for trades and service businesses, where the person who can answer is often the person doing the work.
Set a response time you can actually keep
You don't need to reply in thirty seconds. You need a standard that's realistic, and then you need to keep it every time.
A good starting point:
Within business hours: a real reply within an hour.
After hours: an automatic message that says you've got it and when you'll be in touch, then a real reply first thing.
Every reply: a clear next step, not just "thanks, we'll be in touch".
Write it down. Tell the team. Then measure it.
What the first reply should do
Speed matters, but a fast reply that says nothing doesn't help much. A good first reply:
Uses their name and mentions what they asked about, so it doesn't feel automated even if it is.
Answers the obvious question or asks the one you need answered.
Offers a next step with a time attached. A call, a visit, a quote.
Use technology to buy time, not to replace people
This is a good place for automation. An instant text or email that confirms the enquiry and asks a couple of useful questions keeps the person warm while you get to them. That's a big part of what I'm building with Cushy Digital.
But automation should hand over to a person quickly. Its job is to stop people slipping away while you're busy, not to have the whole conversation for you.
Measure it for a month
Pick a month. For every new enquiry, write down when it arrived and when someone replied properly. Work out the average.
Most owners are surprised by the number. Once they can see it, it almost always gets better on its own.
The take
You can't control when an enquiry arrives. You can control how long it waits.
Before you spend more on getting people to put their hand up, make sure someone's watching for the hands.
Common questions
What is speed to lead?
Speed to lead is how long it takes a business to respond to a new enquiry. It's one of the most neglected numbers in small business marketing.
How fast should I reply to a new enquiry?
Set a standard you can keep every time. A real reply within an hour during business hours, and an automatic acknowledgement after hours with a real reply first thing, is a good start.
What should the first reply say?
Use their name, mention what they asked about, answer the obvious question or ask the one you need, and offer a next step with a time attached.
Got an idea, a question or a guest for Off The Record?
Send me a message. If it's help with your marketing you're after, that happens through Cushy Digital.