Most sole traders spend time and money trying to be seen – whether that is investing in SEO, building a website or running ads. However, visibility is only part of the equation. What happens after someone gets in touch is just as important.
An enquiry arrives – whether it is a web form submission, a text, a DM or a missed call. It should be the start of a new job or customer relationship. However, for many businesses, this is where momentum slows.
Yet, for some solo operators, how enquiries are handled isn’t given the same attention as how they are generated. And without a clear and consistent process for capturing and responding to interest, good leads may go unanswered – not because it is not your intention, but because you are already stretched.
Where growth quietly slows down
In conversations with sole traders across Australia and New Zealand, whether they are mobile mechanics, florists or health professionals, there is a recurring theme: “I’m working non-stop, but I’m still not getting enough business.”
In many cases, the challenge isn’t visibility or marketing. It’s what happens next.
You have done the work to be found. Your website is ranking, your social presence is active, maybe you have even launched a campaign. Enquiries start coming in, but then?
They sit in your inbox, or land in your DMs after hours while you are on the job. You see the notification, intend to follow up, but with everything else demanding your attention, it slips past.
This is where growth often slows, not because of a lack of demand, but because the process for handling that demand isn’t keeping pace. And because it happens quietly in the background, it often goes unnoticed until the pipeline starts to feel dry.
Speed matters more than charm
We all like to think that a business’s quality of offering or product, personality or reputation will carry through to success and growth. However, research consistently shows that when it comes to lead conversion, speed is also fundamental. If your business doesn’t respond within the hour, your chances of converting that enquiry drops dramatically.
It doesn’t mean you need to be glued to your phone 24/7. However, it does mean you need a system – an effective and reliant process. Something that ensures no lead slips through the cracks just because you are onsite, out of range or off duty.
Automation is about buying yourself time to respond properly, without leaving potential customers in the dark.
Where leads are getting lost
Consider for a moment how many channels your customers can use to get in touch. It might be email, text message, Facebook, Instagram, WhatsApp, your website, Google or even third-party platforms.
Individually, each channel makes sense. However, together, they can create a fragmented experience – both for you and your customers. Without a clear and centralised way to manage enquiries, it’s easy for conversations to be missed, delayed or duplicated. It also adds pressure to keep on top of everything, while still delivering your core service.
Creating a single, streamlined system for managing incoming enquiries doesn’t just reduce stress, it also improves your responsiveness, professionalism and conversion. It gives you back control.
Your lead response process is your first impression
Many sole traders assume the sales process begins with a quote. It begins the moment a potential customer reaches out. The way you respond, including how promptly, how clearly and how confidently – shapes the customer’s first impression of your business.
If someone has to follow up just to receive basic information or clarification, confidence in your reliability may quickly erode. Even if your work is exceptional, that early hesitation may linger.
You don’t need to be available around the clock. But being timely, consistent and professional in your initial response goes a long way in building trust from the outset.
Handling enquiries well is a quiet but powerful driver of growth, one that often goes unnoticed until opportunities start slipping through.
If you are looking for a practical way to strengthen your business this month, start by reviewing how enquiries are received, how quickly you are responding and where follow-up might be falling short.
Chances are, your next great customer may have already reached out. The key is making sure they hear back.
Contributed by Elise Balsillie, Head of Thryv Australia and New Zealand