Inquiry Risk Calculator

Start with your own operating numbers

Include calls, website forms and other genuinely new inquiries only once. For example, do not count the same customer as both a phone call and a website form. The example inputs below are illustrative, not Northstart client results.

New inquiries per monthCount distinct potential customers, not clicks or impressions. Not reached promptly (%)Use your observed response records if you have them. Eventually recovered (%)Of those not promptly reached, what share eventually get a meaningful reply? Hypothetical close rate (%)A scenario assumption, not the guaranteed close rate of this group. Average sale revenue ($)Use revenue, not profit. Do not count full lifetime value as one sale.

Potential monthly revenue associated with at-risk inquiries Enter your numbers

What this does not mean: This is not measured lost revenue, causal proof, guaranteed recoverable sales, or profit. Some inquiries would never purchase, some are duplicates, and the assumed close rate may not apply to people reached late. Increasing ad spend will not necessarily fix a response problem.

Read the number responsibly

First find out whether inquiries are going unanswered at all. Review calls, missed calls, web form receipts and CRM assignments over a recent representative period. A confirmation email alone does not prove a meaningful response. An actual conversation or assigned next action is the important distinction.

If you have no measurement, treat every field as an unknown. Run the lead-response checklist before putting weight on the result. Keep the same definition of inquiry across months so you can compare periods honestly.

Two problems this tool cannot separate

Demand quality: Poorly matched leads can make a good response operation look worse. Operations: A qualified lead can fail because of coverage, staffing, geographic mismatch or unavailable appointments. Fixing one issue may expose another. The calculator is useful for choosing what to investigate, not proving that one vendor caused a loss.

A practical next step

Sample ten recent inquiries at random. For each, note arrival time, first meaningful contact, accountable owner, next action and outcome. Repeat the exercise for after-hours inquiries. That gives you stronger evidence than any illustrative calculator output.

Keep exploring

These resources are free to use. No email address, appointment, or purchase is required. Browse all resources, or ask Northstart a question. If you want a fully managed operation rather than another tool to manage yourself, see what the Growth System includes.