SOP: Responding to New Leads

To make sure no inquiry is missed and every person gets a useful, consistent response fast. Speed of first response is one of the strongest predictors of whether an inquiry becomes a customer.

Covers all inbound inquiries from [website form], [email], [phone], [social DMs], and [walk-ins]. Does not cover existing customers raising new requests — see SOP: Maintaining CRM Records.

Primary owner: [Name]. Backup when unavailable: [Name]. Escalation for complex inquiries: [Name].

- [Shared inbox or email]
- [CRM or pipeline tracker]
- [Calendar with booking link]
- Templates: Follow-Up After an Inquiry, Qualification Questions, Lead Scoring Worksheet

- The inquiry itself, with whatever details were supplied
- Source of the inquiry
- Current availability and pricing
- Service-area boundaries

STEP 1 — Acknowledge (within [1] working hour)
Send a short acknowledgement even if you cannot answer fully yet.
"Thanks [First Name] — got your message about [topic]. I'll come back to you properly by [time]."

STEP 2 — Log it (within [1] working hour)
Create the record in [CRM] with: name, contact details, source, date, what they asked for, stage = NEW.

STEP 3 — Research (5 minutes)
Look at their website or profile. Note anything that changes your answer. Check whether they are an existing or past customer.

STEP 4 — Score the lead
Apply the Lead Scoring Worksheet. Record the score and the priority band.

STEP 5 — Respond properly (within [4] working hours)
Use Follow-Up After an Inquiry. Answer their actual question first. Offer one specific next step with a date and time.

STEP 6 — Set the next action
Every lead record gets a next action and a next-action date before you close the tab. No exceptions.

STEP 7 — Follow up
If no reply in [3] days, follow the Sales Follow-Up Sequence.

STEP 8 — Close the loop
Move the record to QUALIFIED, NURTURE, or LOST. Record the reason on every LOST.

[ ] Acknowledged within [1] working hour
[ ] Logged in [CRM] with source recorded
[ ] Their actual question answered before any pitch
[ ] One specific next step offered, with a date
[ ] Lead scored and prioritized
[ ] Next action and date recorded
[ ] No inquiry older than [24] hours sitting without a response
[ ] Spelling of their name checked

The inquiry has a complete record in [CRM], the person has received a substantive reply, a next action with a date exists, and the stage reflects reality. Nothing in the NEW stage is more than [24] hours old.

Last reviewed: [Date]
Next review: [Date] (review at least every [6] months, or immediately after any incident involving this process)
Reviewed by: [Name]
Version: [1.0]