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Join waitlistSOP-01: Lead Intake & Qualification
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Clozo Academy Proprietary Curriculum — Standard Operating Procedure
Version: 3.02
Effective Date: [Date]
Owner: Operations Manager
Review Cycle: Quarterly
Tools: ServiceTitan, CallRail, Podium, phone system
Purpose
Standardize every incoming lead interaction to maximize booking rate, qualify urgency, and capture complete customer information for optimal dispatch decisions.
Scope
All incoming leads via phone, website form, chat, social media, email, and referral. All dispatchers, office staff, and owner-operators who handle initial customer contact.
Key Performance Indicators
| Metric | Target | Measurement |
|---|---|---|
| Answer rate | 95%+ | Calls answered / total calls |
| Booking rate | 70%+ | Appointments booked / qualified leads |
| Average call duration | 3-5 minutes | Quality vs. speed balance |
| Lead data completeness | 100% | All required fields in CRM |
| Lead response time | <5 minutes | Time from lead creation to first human contact |
Procedure
Step 1: Answer Standards (All Channels)
Phone:
Answer within 3 rings during business hours (7:00 AM - 7:00 PM)
Answer with: "Thank you for calling [Company Name], this is [Your Name]. How can I help you today?"
Smile while speaking — customers hear vocal warmth
Never put a new caller on hold without permission: "May I place you on a brief hold while I check something?"
After-hours (7:00 PM - 7:00 AM):
Emergency line forwarded to on-call dispatcher
Non-emergency calls: voicemail with commitment to callback within 1 hour starting at 7:00 AM
Text auto-response: "We received your message. For emergencies, call [emergency line]. Otherwise, we will call you at [time]."
Web form / Chat:
Auto-response within 60 seconds confirming receipt
Human response within 5 minutes during business hours
If after hours, commitment to first response by 8:00 AM next business day
Step 2: Discovery Protocol (3-4 Minutes)
Gather the following information in this order:
Name and callback number
"May I have your name and the best number to reach you?"
Verify spelling if unusual
Confirm: "And if I need to reach you, [number] is the best choice?"
Service address
"What is the address where we will be working?"
Verify service area match immediately
If outside service area: "We service [area]. For your location, I can recommend [partner company]."
Problem description
"Can you tell me what is happening?"
Let customer speak without interruption for at least 30 seconds
Follow-up questions:
"When did this start?"
"Is this affecting one area or the whole house?"
"Have you shut off the water?" (if leak-related)
"Is anyone in immediate danger?" (gas leaks, major flooding)
Urgency assessment
Emergency: Active flooding, gas leak, sewer backup, no water in home, burst pipe
Same-day: Water heater failure, major leak contained, multiple fixtures affected
Next-day: Slow drain, running toilet, minor leak, preventive service
Scheduled: Inspections, maintenance, installations, non-urgent upgrades
Property context
"Is this a home or a commercial property?"
"How long have you lived there?"
"Have we serviced your home before?" (check CRM immediately)
Decision-maker availability
"Will you be the person making the decision about the repair, or will someone else need to approve the work?"
If spouse/partner decides: "Should we schedule when both of you can be present?"
Step 3: Value Framing (30-45 Seconds)
Before offering times, embed value anchors:
"The good news is we have a [licensed master plumber / experienced technician] in your area today. He carries fully stocked trucks, so most repairs are completed on the first visit. We use flat-rate pricing, which means you'll know the exact cost before any work begins. Our diagnostic fee is $89, which is applied toward your repair if you choose to proceed."
Key elements:
Technician credential (builds trust)
First-visit fix rate (reduces anxiety)
Flat-rate pricing (eliminates price uncertainty)
Diagnostic fee applied to repair (reduces risk)
Step 4: Scheduling (1 Minute)
Offer two time windows — never open-ended:
"I have two windows available today: between 2:00 and 4:00 PM, or between 4:00 and 6:00 PM. Which works better for your schedule?"
If same-day is not possible:
"Our next available window is tomorrow between 8:00 and 10:00 AM, or between 10:00 AM and 12:00 PM. Which would you prefer?"
Confirmation requirements:
Confirm address and cross-street
Confirm callback number
Confirm email for appointment confirmation and technician photo
Confirm: "Will someone 18 or older be home during the window?"
Step 5: Pre-Job Communication Setup
Immediately after booking:
Send confirmation text within 2 minutes with:
Date and time window
Technician name and photo (if assigned)
What to expect: "Our technician will call 15 minutes before arrival."
Diagnostic fee reminder: "The $89 diagnostic fee will be applied to any repair."
Add to dispatch board with all discovery notes
Set technician notification: "New booking — [Address]. Customer reports [problem]. Urgency: [level]. Notes: [details]."
If emergency: Flag as "EMERGENCY" in CRM and notify on-call manager
Step 6: Lead Documentation (30 Seconds)
Record in CRM before ending call:
Lead source (Google LSA, Facebook, referral, repeat, direct mail, etc.)
Urgency level (Emergency, Same-day, Next-day, Scheduled)
Service category (Drain, Water heater, Emergency, Installation, etc.)
Customer type (New, Repeat, Maintenance member, Commercial)
Decision-maker status (Present, Spouse approval needed, Property manager)
Any special notes (pets, gate codes, parking instructions)
Step 7: No-Book Protocol
If lead does not book on initial call:
Identify objection: "What would make today the right time to schedule?"
Address concern: Use objection scripts (see Scripts Library)
Offer alternative: "Would a weekend window work better?" or "Would you like me to hold a slot for 24 hours while you decide?"
If still no book: Set follow-up task in CRM for 24 hours
Follow-up call (24 hours): "Hi [Name], [Your Name] from [Company]. I wanted to follow up on your [problem]. Have you been able to get it resolved, or can I get you on the schedule?"
If voicemail: Leave message + send text: "Hi [Name], [Company] here. Following up on your [service] request. Call or text me back at [number]. We have openings this week."
Final attempt (72 hours): Email with "$25 off any service booked this week" offer
If no response after 72 hours: Move to long-term nurture sequence
Quality Control Checklist
[ ] Caller was greeted within 3 rings
[ ] Dispatcher identified self and company
[ ] All 6 discovery questions were asked
[ ] Urgency was correctly assessed
[ ] Value framing was delivered
[ ] Two time windows were offered
[ ] Confirmation text was sent within 2 minutes
[ ] CRM record is complete with all required fields
[ ] If no-book, follow-up task was scheduled
Common Mistakes & Corrections
| Mistake | Correction |
|---|---|
| Answering "How much?" with a number before discovery | Use price range script: "It depends on the specific issue. Let me ask a few questions so I can give you an accurate estimate." |
| Scheduling without confirming decision-maker | Always ask: "Will you be the one approving the work, or should we schedule when the decision-maker is home?" |
| Failing to check CRM for existing customer | Always search by phone number before treating as new lead |
| Putting caller on hold without permission | Always ask permission; never leave new callers on hold >60 seconds |
| Not sending confirmation text | Set auto-reminder or use CRM automation |
| Failing to tag lead source | Every lead must have source attribution for marketing ROI |
Training Requirements
New dispatchers: 40 hours shadowing + 20 hours supervised calls
Annual refresher: 4 hours role-play and script review
Call recording review: Manager listens to 5 random calls per dispatcher per week
Quiz: 10-question assessment on SOP compliance (pass: 90%)
Clozo Academy Proprietary SOP
The Plumbing Business Growth System
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