Two firms can buy identical enquiries and get results three times apart. The difference is rarely the leads. It's what happens in the first hour and the following two weeks.
1. Speed wins, and it isn't close
Contact rates fall off a cliff within minutes of an enquiry. Call the moment the lead lands, not at the end of the meeting you're in. Real time delivery only matters if your response is real time too.
2. Call more than once
Most conversions happen after the third contact attempt, most advisers stop after the second. A simple pattern works: call immediately, again that evening, next morning, then space attempts over two weeks, mixing calls with a short SMS.
3. Open with their enquiry, not your script
"You asked about life cover for £250,000 over 25 years" beats any introduction. Exclusive enquiries make this easy because the customer only spoke to you.
4. Make the first call useful
Give something in the first two minutes: a ballpark premium, a fact about cover types, an answer to their actual question. Advice converts; interrogation doesn't.
5. Measure the funnel, not the feeling
Track contact rate, quote rate and conversion per source every week. Firms that measure per stage fix the right problem; firms that track only "leads were rubbish" fix nothing.
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