The enquiry arrived at 9:14. Someone called back at 4:40.

Most firms track how many leads they get and how many they close. The interval between those two events quietly decides both.

By Steve 5 min read
Abstract bridge artwork for The enquiry arrived at 9:14. Someone called back at 4:40.

A business with a healthy enquiry count and a mediocre win rate usually goes looking for the problem in the sales conversation: the pitch, the proposal, the objection handling, the price. It is rarer to look at the gap between the moment the buyer raised their hand and the moment a human being said something useful back. That gap is almost never measured, is almost always longer than anyone believes, and does more damage to margin than to volume. The first substantive conversation writes the specification When a buyer contacts…

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