Every marketing pitch eventually comes down to a price per lead. If you do not know what a lead is worth to you, you cannot tell a good deal from a bad one.
The numbers that matter
- Your true cost to run a job: labor, materials, fuel, and overhead.
- Your average ticket, and your margin on it.
- How many calls turn into booked jobs.
- What a booked job is worth to you, including repeat work and referrals.
Turn it into a marketing budget
Once you know what a booked job is worth and how many calls it takes to book one, you know the most you can afford to pay for a call. Anything above that loses money, no matter how good the pitch sounds.
Next step: Step 6: Ask Every Customer for a Review
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