Writing down what happens between an enquiry and a payment is how you find the step that is losing you work. It is almost always a step nobody is doing rather than a step done badly, and once you can see it the fix is usually small.

Most lost sales are not lost on price. They are lost in the gap between someone asking and someone being asked to buy.

Think through your last five enquiries, including the ones that went nowhere. For each one: how did they reach you, what happened next, and at what point did it go quiet?

The ones that went quiet are the valuable data. Everyone remembers the jobs they won.