If you're low on sales, it might not be from a lack of leads.
A Midwest limo operator got 380 leads last month.
Nearly all went into a black hole.
No follow-up notes. No tracking. No clue which ones booked.
And when I spotted a $900 Sprinter job in the CRM, I found that his entire “sales process” was a three-letter email.
This is the stuff that quietly drains thousands from your business every month.
Quick real-world case study
Why your ROI is a mystery
How to incentivize your CSRs
In this article
Case Study: The Coach Who Didn’t Need a Quote
One of my Arizona clients owns four buses.
A high school coach reached out after getting two quotes from other companies. Both had sent them over email. No calls.
My client? He picked up the phone.
The coach explained they had to drive 500 miles, stay overnight, and return the next day because of DOT regs.
That meant paying for hotel rooms for the whole team.
Instead of just quoting a price, my client offered to fly a driver out so the team could sleep on the bus and skip the hotels.
He saved them $5k–$8k on the spot.
The coach booked immediately.
Without even asking about price.
The Rule for Big Jobs
Anything over $1,000? Pick up the phone and call.
Sprinters, buses, weddings, large hourly jobs — these need real conversations.
The bigger the job, the more room you have to add value and win the reservation.
If your team is just firing off template quotes for these leads, you’re leaving money on the table.
Why Your ROI Is a Mystery
Most operators know their ad spend.
Some know their cost per lead.
Almost none know exactly how much revenue each campaign brings in.
That is why we push every client to track the following:
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Was the lead qualified?
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Did they book?
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How much was it worth?
When you have this, you can stop guessing and start scaling what works.
How To Incentivize Your CSRs
In my world, if someone handles incoming leads and follow-ups, they’re a sales rep. Period.
Paying them hourly without commission means they have zero incentive to close more sales.
Think about it. A booking means more work for them, with no extra pay. Why hustle?
Here’s one way you can better incentivize your CSRs:
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Drop their base hourly rate
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Add 7.5–10% commission on revenue they close
If a rep brings in $750 in daily sales, that’s $75 in commission plus their base.
They make more. You make more.
You can also:
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Offer higher commission for sales above a monthly target
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Use a draw (guaranteed minimum) for stability
Bottom line
If you want to grow without spending more on ads:
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Call on every $1k+ job
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Track ROI, not just leads (and adjust your strategy as needed)
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Pay people to close, not just answer the phone
Here’s a video where I cover everything in detail:
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