Sample, using a made-up business

Sample stall report

Example Solar Co. (a made-up business), residential solar and battery installer, WA, 14 people.

Review period
the last 90 days of paid leads
Prepared for
the owner and the sales lead

Sample, using a made-up business

At a glance

  • Paid leads in the period 360 (about 120 a month)
  • Average job value A$9,000 ex GST
  • Close rate 18%
  • Biggest stall First reply, after hours

Sample, using a made-up business

The five stall points (each rated Red, Amber or Green, with its evidence)

  1. Red

    First reply

    The median first reply during business hours was 3 hours 40 minutes. 31% of leads arrived after hours and waited a median of 14 hours. Three test enquiries were sent with the business's agreement: the web form was answered in 4 hours 12 minutes, an after-hours call went to voicemail and was returned the next afternoon, and one enquiry got no reply at all.

  2. Red

    Follow-up

    58% of quoted leads got one follow-up or none, with an average of 1.4 touches after the quote. Nobody owned the next step.

  3. Amber

    Quiet pipeline

    84 open leads hadn't been touched in 21 days or more, worth about A$756,000 at the average job value. That figure is the pipeline's face value, not what's recoverable.

  4. Amber

    Booking

    46% of enquiries booked a site visit, and 17% of those visits were no-shows or last-minute reschedules. No reminders were sent.

  5. Green

    Trust

    The business has a 4.6-star Google rating from 23 reviews. One gap: no one asks for a review after installation.

Sample, using a made-up business

What the stall may be costing (revenue, not profit; an estimate, not a promise)

About A$34,000–A$68,000 a month.

How it's worked out: 120 leads a month × 35% going quiet = 42 quiet leads. A lead counts as quiet when it got no reply within 24 hours, or one follow-up or none, with no outcome recorded. If those 42 closed at half to all of the 18% close rate (9–18%), at A$9,000 each, that's about A$34,000–A$68,000 a month, rounded.

Assumption: with timely follow-up, quiet leads close at between half and all of the current rate. Some were never going to buy, so the real figure may be lower.

Sample, using a made-up business

The three fixes most worth making (ranked by value and effort)

  1. Answer and qualify after hours: the highest value and the lowest effort.
  2. A follow-up plan on every quote: high value, medium effort.
  3. A one-off revival of the 84 quiet leads: medium value, low effort, and a quick early win.

Sample, using a made-up business

Baseline scorecard (the starting numbers any result is measured against)

Median first reply
3 hours 40 minutes
After-hours wait
14 hours
Touches after a quote
1.4
Booking rate
46%
No-show rate
17%
Quiet leads
84

Sample, using a made-up business

What happens next (sample)

  1. A 60-minute readout with the owner and the sales lead.
  2. If they go ahead, the scope is locked in writing before anything is built.
  3. A pilot with three people, then rollout.
  4. If there had been no measurable stall, the report would have said so in writing.

This is a sample using a made-up business. Your report uses your own lead data, and every figure in it comes with its source.