Every minute you wait to contact a new lead, conversion probability drops. These five checkpoints ensure you're not paying for leads that go to your competitors.
1 Respond Within 5 Minutes
Speed to lead is the single most important factor in conversion. Contact leads within 5 minutes—not hours.
< 5 min
21x more likely to convert
30 min
21x → 1x likelihood
1+ hour
Nearly zero conversion
2 Use Multiple Channels
Don't rely on email alone. Leads respond to different channels at different rates:
Multi-Channel Playbook
Immediate: Text message (highest open rate: 98%)
Within 5 min: Phone call (shows you're a real human)
Same day: Email with next steps and calendar link
Tip: Match their inquiry channel—if they texted, text back first
3 Have a Follow-Up Sequence Ready
Most leads won't convert on first contact. You need a systematic follow-up plan:
4 Book the Appointment, Not the Sale
Your only goal in initial contact is booking the trial/visit—not closing the membership:
Script Framework
"Hey [Name], thanks for reaching out about [program]. When would be a good time for you to stop by and check it out? I have availability [Day] at [Time] or [Day] at [Time]—which works better?"
5 Track Your Numbers
You can't improve what you don't measure. Track: leads received, response time, contact rate, appointment rate, show rate, close rate. Find your bottleneck and fix it.