The enquiry landed at 9:04. The call went out on Thursday.

Acquisition spend is already sunk by the time an enquiry arrives: which makes the hours that follow the cheapest margin most firms never measure.

By Steve 5 min read
Abstract bridge artwork for The enquiry landed at 9:04. The call went out on Thursday.

Most firms can tell you what a lead costs. Far fewer can tell you how long an enquiry sits before a human being responds to it, or what conversion looks like when it sits for a day rather than an hour. The gap matters because of a simple asymmetry: by the time the enquiry lands, the money that produced it is spent. Everything that happens afterwards is either recovered margin or waste. The cost is sunk, so the window is free money Consider the arithmetic in the abstract. A firm…

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Important: General information only. Rialto Bridge articles describe patterns and considerations that may apply to a business; they are not financial, legal, tax or accounting advice, and they take no account of your particular circumstances. Consider your own situation and seek advice from a qualified professional before acting.

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