EXCERPT / ONE BUSINESS QUESTION
More marketing.
Or better follow-up?
A practice owner is thinking about spending more on marketing. Before making that commitment, we need to know what happens to the people already asking for help.
ONE FINDING / WHAT THE NUMBERS SAY
The counts don’t tell
the whole story.
In this invented quarter, 60 people attended a consultation and 24 people started a service.
24 out of 60 is 40%.
But those 24 starts have not been matched to the same 60 people. Some may have attended earlier. Others may still be deciding.
What this means: We cannot yet tell whether follow-up is the problem. Spending more on marketing would not answer that question.
The next check: Follow one group from consultation to a final decision. Use totals only, with enough time for people to decide.
The decision this supports: Find out where people stop before choosing whether to improve follow-up, change the offer, or bring in more inquiries.
This finding alone does not justify stopping marketing or predict an increase in revenue.