By how much did the playbook increase the company's lead-to-close ratio?

Phil RisherPhlash Consulting · No. 1 Digital Marketing Consulting Company For $1m-10m Home Service Businesses 🚀

most businesses are wasting money on leads that never turn into big-ticket jobs #shorts

16 May 2025 · 1 min

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Phil Risher warns that many businesses waste money on low-value leads because they fail to convert them into higher-ticket estimates. He recommends improving the "lead to estimate" process by (1) enabling and incentivizing technicians to generate estimates on-site, (2) incentivizing customer service representatives to create phone-based opportunities for larger estimates, and (3) using email newsletters to cross-sell, promote, and surface bigger-ticket services for sales follow-up. He offers a playbook and says the approach helped a company increase its lead-to-close ratio by 12%.

Questions this video answers

12%

Chapters

Most businesses are spending money on leads that are not turning into bigger ticket estimates. And that's the reason that they're just stuck spinning their wheels. All they're doing is getting a bunch of leads that they're paying for. The problem is that's not sustainable and you're just wasting your money. And they need to fix that process in their business, which is the lead to estimate process. And how can you fix this? First thing you can do is you can make it very easy for your technicians to generate estimates when they're out on site. So you want to get them incentive, give them a landing page or a form to fill out or some process so they can generate estimates. The other thing you want to do is you want to incentivize your customer service representatives to create opportunities on the phone for bigger estimates. The last thing you should be doing is inside of your email newsletter. You want to be cross selling services, talking about promos, getting your customers to actually ask about these bigger ticket items and then have your salesperson call out on all these opportunities to get them closed. All of this sounds like a lot of work and you're not sure how to set this up. Shoot me a message. I'll walk you through the entire playbook that we set up for a company to help them increase their lead to close ratio by 12%.