Lead Intake & Qualification Protocol

Document ID: SOP-01-LEAD-INTAKE

Version: 2.0 Premium

Effective Date: [Insert Date]

Review Cycle: Quarterly

Owner: [Operations Manager / Owner]

Standardize every incoming lead to maximize booking rate, set accurate price expectations, and dispatch the optimal technician.

This SOP exists to eliminate variation, ensure quality, and create a consistent customer experience that justifies premium pricing. When every team member follows the same procedure, customers receive the same exceptional service—whether it is their first call or their tenth.

All incoming phone calls, website forms, chat inquiries, and referral leads.

Roles covered:

• Owner/General Manager

• Operations Manager

• Dispatchers / Office Staff

• Service Technicians

• Sales Consultants

• Customer Service Representatives

Geographic scope: All service territories

Time scope: Business hours, after-hours, weekends, and holidays

• Premium Service: Service delivered with guaranteed response times, certified technicians, written quotes, and warranty protection

• Standard Service: Scheduled non-urgent service delivered during normal business hours

• Emergency Service: Same-day response to safety hazards, security exposures, or trapped vehicles

• FSM: Field Service Management software (ServiceTitan, Housecall Pro, Jobber)

• CRM: Customer Relationship Management system tracking all interactions

• KPI: Key Performance Indicator

• SOP: Standard Operating Procedure

Software

• ServiceTitan / Housecall Pro / Jobber: Active and updated with current pricebooks, customer history, and routing optimization

• Google Workspace / Microsoft 365: Email, calendar, document storage, and collaboration

• RingCentral / Nextiva / Similar: VoIP with call recording, analytics, and routing

• QuickBooks Online: Real-time P&L, job costing, and payroll integration

• Review Management Platform: Podium, BirdEye, or Grade.us for automated review requests

Physical Resources

• Laminated pricing cards: At every workstation and in every truck

• Branded uniforms: Clean, pressed, company-logo shirts and pants

• Vehicle signage: Professional wraps or magnets with company name, phone, and guarantee

• Tablet / Laptop: For digital estimates, photo documentation, and customer signatures

• Diagnostic tools: Multimeters, spring scales, laser levels, safety test equipment

• Cleaning supplies: Drop cloths, shoe covers, portable vacuum, sanitizing wipes

STEP 1: Answer Within 3 Rings (0:00-0:15)

Objective: Answer with: "Thank you for calling [Company], [City]'s highest-rated garage door service.

Detailed Procedure:

Answer with: "Thank you for calling [Company], [City]'s highest-rated garage door service. This is [Name]. How can I help?" Record 100% of calls. Quality standard: 95% answered live.

Exact Script (Where Applicable):

"Thank you for calling [Company], [City]'s highest-rated garage door service. This is [Name]. How can I help?"

Quality Checkpoint:

• [ ] Step completed according to standard

• [ ] Documentation entered in CRM within 5 minutes

• [ ] Customer informed of next step

• [ ] Manager spot-check: 10% random audit weekly

Common Errors to Avoid:

• Rushing this step to save time (costs more in callbacks)

• Skipping documentation (creates confusion and liability)

• Using apologetic language instead of confident value language

• Failing to set next-step expectations

Time Standard: Complete within allocated timeframe. Flag to manager if exceeded by >20%.

STEP 2: Identify Emergency Level (0:15-1:30)

Objective: Ask: 1) Is anyone trapped? 2) Is the door stuck open? 3) Did a spring snap or cable break? 4) Can you access through another door? 5) When did this start? Document in CRM.

Detailed Procedure:

Ask: 1) Is anyone trapped? 2) Is the door stuck open? 3) Did a spring snap or cable break? 4) Can you access through another door? 5) When did this start? Document in CRM.

Exact Script (Where Applicable):

"Use professional, empathetic language that reinforces premium value."

Quality Checkpoint:

• [ ] Step completed according to standard

• [ ] Documentation entered in CRM within 5 minutes

• [ ] Customer informed of next step

• [ ] Manager spot-check: 10% random audit weekly

Common Errors to Avoid:

• Rushing this step to save time (costs more in callbacks)

• Skipping documentation (creates confusion and liability)

• Using apologetic language instead of confident value language

• Failing to set next-step expectations

Time Standard: Complete within allocated timeframe. Flag to manager if exceeded by >20%.

STEP 3: Qualify Customer & Property (1:30-2:30)

Objective: Ask: Door type (single/double/commercial), height (7ft/8ft/10ft), opener brand and age, property type (residential/rental/commercial).

Detailed Procedure:

Ask: Door type (single/double/commercial), height (7ft/8ft/10ft), opener brand and age, property type (residential/rental/commercial).

Exact Script (Where Applicable):

"Use professional, empathetic language that reinforces premium value."

Quality Checkpoint:

• [ ] Step completed according to standard

• [ ] Documentation entered in CRM within 5 minutes

• [ ] Customer informed of next step

• [ ] Manager spot-check: 10% random audit weekly

Common Errors to Avoid:

• Rushing this step to save time (costs more in callbacks)

• Skipping documentation (creates confusion and liability)

• Using apologetic language instead of confident value language

• Failing to set next-step expectations

Time Standard: Complete within allocated timeframe. Flag to manager if exceeded by >20%.

STEP 4: Communicate Price Expectations (2:30-3:30)

Objective: Lead with value, then anchor price: "Our Priority Response team can have a certified technician at your home within [X] hours.

Detailed Procedure:

Lead with value, then anchor price: "Our Priority Response team can have a certified technician at your home within [X] hours. He will diagnose, provide a written quote, and carry common parts. The investment is $[X]-$[Y]."

Exact Script (Where Applicable):

"Our Priority Response team can have a certified technician at your home within [X] hours. He will diagnose, provide a written quote, and carry common parts. The investment is $[X]-$[Y]."

Quality Checkpoint:

• [ ] Step completed according to standard

• [ ] Documentation entered in CRM within 5 minutes

• [ ] Customer informed of next step

• [ ] Manager spot-check: 10% random audit weekly

Common Errors to Avoid:

• Rushing this step to save time (costs more in callbacks)

• Skipping documentation (creates confusion and liability)

• Using apologetic language instead of confident value language

• Failing to set next-step expectations

Time Standard: Complete within allocated timeframe. Flag to manager if exceeded by >20%.

STEP 5: Present Scheduling Options (3:30-4:00)

Objective: Offer two specific times: "We have availability at 11 AM or 2 PM.

Detailed Procedure:

Offer two specific times: "We have availability at 11 AM or 2 PM. Which works better?" Never ask "When do you want?"

Exact Script (Where Applicable):

"We have availability at 11 AM or 2 PM. Which works better?"

Quality Checkpoint:

• [ ] Step completed according to standard

• [ ] Documentation entered in CRM within 5 minutes

• [ ] Customer informed of next step

• [ ] Manager spot-check: 10% random audit weekly

Common Errors to Avoid:

• Rushing this step to save time (costs more in callbacks)

• Skipping documentation (creates confusion and liability)

• Using apologetic language instead of confident value language

• Failing to set next-step expectations

Time Standard: Complete within allocated timeframe. Flag to manager if exceeded by >20%.

STEP 6: Confirm & Close (4:00-5:00)

Objective: Confirm address, callback number, email for invoice.

Detailed Procedure:

Confirm address, callback number, email for invoice. Send confirmation text immediately. Technician calls 30 min before arrival.

Exact Script (Where Applicable):

"Use professional, empathetic language that reinforces premium value."

Quality Checkpoint:

• [ ] Step completed according to standard

• [ ] Documentation entered in CRM within 5 minutes

• [ ] Customer informed of next step

• [ ] Manager spot-check: 10% random audit weekly

Common Errors to Avoid:

• Rushing this step to save time (costs more in callbacks)

• Skipping documentation (creates confusion and liability)

• Using apologetic language instead of confident value language

• Failing to set next-step expectations

Time Standard: Complete within allocated timeframe. Flag to manager if exceeded by >20%.

STEP 7: Dispatch & Route (5:00-10:00)

Objective: Match technician to job based on parts inventory, location, and skill set.

Detailed Procedure:

Match technician to job based on parts inventory, location, and skill set. Update CRM with appointment time, technician assigned, and job type.

Exact Script (Where Applicable):

"Use professional, empathetic language that reinforces premium value."

Quality Checkpoint:

• [ ] Step completed according to standard

• [ ] Documentation entered in CRM within 5 minutes

• [ ] Customer informed of next step

• [ ] Manager spot-check: 10% random audit weekly

Common Errors to Avoid:

• Rushing this step to save time (costs more in callbacks)

• Skipping documentation (creates confusion and liability)

• Using apologetic language instead of confident value language

• Failing to set next-step expectations

Time Standard: Complete within allocated timeframe. Flag to manager if exceeded by >20%.

STEP 8: Pre-Arrival Communication (10:00-60:00)

Objective: Send confirmation text with technician photo and name.

Detailed Procedure:

Send confirmation text with technician photo and name. Technician calls 30 minutes before arrival. Update customer if delays occur.

Exact Script (Where Applicable):

"Use professional, empathetic language that reinforces premium value."

Quality Checkpoint:

• [ ] Step completed according to standard

• [ ] Documentation entered in CRM within 5 minutes

• [ ] Customer informed of next step

• [ ] Manager spot-check: 10% random audit weekly

Common Errors to Avoid:

• Rushing this step to save time (costs more in callbacks)

• Skipping documentation (creates confusion and liability)

• Using apologetic language instead of confident value language

• Failing to set next-step expectations

Time Standard: Complete within allocated timeframe. Flag to manager if exceeded by >20%.

Daily Dashboard (Reviewed in 10-Minute Morning Huddle)

• [ ] Yesterday's call volume vs. booking rate

• [ ] Today's scheduled appointments and gaps

• [ ] Emergency calls pending and assigned

• [ ] Callbacks requiring follow-up

Weekly Scorecard (Reviewed in 30-Minute Management Meeting)

• [ ] Average ticket by technician

• [ ] Close rate on consultations

• [ ] Customer satisfaction score

• [ ] Review velocity (new reviews this week)

• [ ] Lead cost by channel

• [ ] Revenue vs. target

Monthly Business Review (2-Hour Deep Dive)

• [ ] P&L by service type

• [ ] Gross margin analysis

• [ ] Technician productivity and quality rankings

• [ ] Marketing ROI by channel

• [ ] Membership enrollment and churn

• [ ] Pricing compliance audit (10 random jobs per technician)

• New Hire: Complete this SOP within first 48 hours. Shadow certified employee for 3 days.

• Certification Test: 20 questions covering this SOP. 90% pass required.

• Recertification: Annual refresher training + test.

• Performance Tie: SOP compliance included in quarterly bonus calculation.

• SOP-02: Sales Call Procedure

• SOP-03: New Customer Onboarding

• SOP-04: Systematic Follow-Up Protocol

• Template-01: Service Proposal Template

• Template-05: Follow-Up Email Sequence

• Calculator: Service Tier Pricing Calculator

The Garage Door Growth System Pro — Standard Operating Procedures

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