Call scoring: the 10-point framework for booked jobs
Use a simple call-scoring rubric to compare strong and weak conversations with the calls you already have logged.
Most solo trades treat this as a fringe optimization. It isn't. Scoring calls is the only way to see whether you lost the job on the greeting, the price, or the follow-up — instead of guessing.
Why it moves the needle
The math is simple. Every service call that reaches your business has already survived three filters: search, click, and dial. By the time the phone rings, the caller is 6–9× more likely to convert than a fresh lead. Miss that call — or fumble the follow-up — and the CAC on that job effectively doubles.
The 3-step playbook
- Measure the baseline. Pull 30 days of call data. Count answered, missed, and voicemails. If you don't have a call log, install one this week.
- Fix the biggest leak first. Use your call log to identify the time, source, or script step losing the most qualified leads. Cover or retrain that point before optimizing smaller details.
- Instrument follow-up. Every missed call gets an SMS within 60 seconds. Every quote gets a 5-touch cadence over 14 days. That's it — no lead goes cold because nobody circled back.
What to expect
The first 30 days feel identical. What changes is the mechanics: you score the calls you land instead of guessing, every missed one gets a text back, and every quote gets worked on a schedule instead of when you remember. Same territory, same ads, same you.