Lead Response Time Tracker Spreadsheet | Enquiry Speed to Lead Excel Google Sheets Template | Win Rate by Reply Time

⏱ LEAD RESPONSE TIME TRACKER — EXCEL & GOOGLE SHEETS

Everybody counts the enquiries. How many came in, where from, how many turned
into work.

Almost nobody writes down what time they were answered.

Which is a pity, because that is the one part of an enquiry you actually
control — and in the worked year inside this file, it was worth more than
everything else put together.

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NINE LINKED TABS

· Start Here — what each tab expects and where to type.
· Setup — eight numbers, and three short lists you name yourself.
· Enquiries — one row per enquiry. Eight things typed, six worked out.
· The Year — what came through the door and what walked back out of it.
· By Response Time — the tab this file exists for.
· By Channel — which way in gets answered, and which sits in a folder.
· What They Wanted — whether some questions wait longer than others.
· Price Of An Hour — one enquiry, priced at every speed of reply.
· Overview — the whole year on one screen.

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FROM THE WORKED YEAR INSIDE THE FILE

Six channels. 322 enquiries. One year.

What they asked about $5,542,900
How many landed 106
The share you won 32.9%
What you sold $1,654,900
GROSS PROFIT $239,961
Reply time, on average 10.4 hours
The middle enquiry 2.0 hours
Hours spent answering, all year 106
What those hours cost $3,812

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54%. AND 11%.

The share of enquiries won when they were answered inside the hour, and the
share won when they were answered after a working day.

Same yard. Same stock. Same prices. The only thing that changed was how long
the enquiry sat there.

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THE LADDER

Inside fifteen minutes 52 enquiries 61.5% won $1,335 per enquiry
Inside the hour 62 50.0% $1,175
One to four hours 88 30.7% $671
Later the same day 34 20.6% $484
The next working day 54 13.0% $360
Two or three days 23 8.7% $119
Inside the week 8 0.0% $0
A week or more 1 0.0% $0

Eight bands, and you name them yourself. If you promise people "same day", put
a boundary at eight hours and the file will tell you whether you keep it.

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$120,860

The difference between what this business made and what it would have made
answering every enquiry inside the hour, at its own within-the-hour win rate.

Eighty-six enquiries waited more than a working day. They asked about $1.55m
of machines and returned $22,156.

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ANSWERING IS CHEAP. NOT ANSWERING IS NOT.

Answering every single enquiry that came in took 106 hours across the whole
year and cost $3,812.

The file puts both numbers on the same screen, which is the entire point.

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THE TAB THIS FILE EXISTS FOR

Price Of An Hour takes one enquiry and prices it at every speed of reply.

$1,734 inside fifteen minutes. $1,121 inside the hour. $625 at four hours.
$293 the next day. $129 a week later.

It runs on two numbers you type in Setup — the share you win answering within
the hour and the share you win answering a day later — and it works before you
have typed a single row.

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THE CURVE IS STEEPEST AT THE START

The share you win is not a straight line, and the file does not pretend it is.
It fits the curve between your two rates.

By two hours you have already given away about half of what the enquiry was
worth at its best. That is not obvious, and it is the difference between a rota
that changes the year and one that only makes everybody feel busier.

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THE ONE THAT DOES NOT RING

By Channel is usually the tab that starts the argument.

In the worked year the phone was answered in two and a half hours on average.
The website form waited fourteen — and it brought in more money's worth of
enquiry than the phone did, converting at less than half the rate.

Nothing about the form was wrong. Nobody was watching it. That is a rota
problem, not a marketing problem, and this tab is what proves it.

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WHAT YOU ACTUALLY TYPE

Eight things per enquiry: the date, how it came in, what they asked about, what
it was worth, how many hours until you replied, whether it landed, what it sold
for, and any extra minutes.

Hours as a decimal — 0.25 is fifteen minutes, 1.5 is an hour and a half, 30 is
the following afternoon. Nothing else in the workbook is unusual.

The band, the profit at stake, what you actually made and what it left you are
all worked out on the row, where you can see them.

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WHAT YOU GET

Two workbooks and a guide. One workbook has the year above already filled in,
so you can see what every column expects before you touch anything. The second
is the same file completely blank — same nine tabs, same formulas — ready for
your own enquiries from the first row. The guide is a plain-English PDF.

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EXCEL AND GOOGLE SHEETS

Built as .xlsx. Excel 2016 or newer on Windows or Mac, and Google Sheets
through File → Import → Upload. LibreOffice too. No macros, no add-ons, no
account to create, nothing to install, no subscription. You download a file and
it is yours.

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QUESTIONS PEOPLE ACTUALLY ASK

We are not a dealer.
It works anywhere somebody asks a price and waits. Trades, agencies, clinics,
installers, hire firms, consultants, wedding suppliers, anyone quoting for
work. The arithmetic does not care what you sell.

We do not know our response times.
Start today. Write the hours in as you go for a month and you will have enough
to see the shape. It does not have to be precise to be useful.

Is this not just correlation?
Partly, and the file says so plainly rather than pretending otherwise. Some
enquiries were always going to buy and some never were — that is what the
ceiling in Setup is for. The point is not proof; it is a number to put next to
the cost of answering.

We already have a CRM.
Then export the two dates and this file will do the part your CRM does not:
band the gap, price it, and put it next to what answering costs you.

What if a lot of our enquiries never reply to us either?
Log them with the hours you took and mark them as not landed. Those are exactly
the rows that make the slow bands look the way they do.

Does it hold personal data?
No. Enquiries, channels and amounts. There are no customer names anywhere.

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WHAT THIS IS NOT

Not a CRM, an inbox or a lead system. Not connected to anything — nothing
syncs, nothing logs in, and it does not time anything for you. You type the
hours; that is the work, and it is the only work. Not legal, accounting or
marketing advice.

It will not make you answer faster. It will tell you what every hour you did
not is worth.

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Sold through my Etsy shop, ThePlainLedger, so the download, the payment and the
buyer protection are all handled by Etsy. I never ask for access to anything —
no password, no accounts login, no bank feed. You download a file; that is the
whole transaction.

The example business, its channels and its figures are invented. The arithmetic
behind every number is not.