PSP Conversion Audit
Pipeline analysis, root cause, and recommendations to improve lead-to-booking rate. Prepared by LeadMate, June 19 2026.
Performance snapshot · 30 days
Leads In
81
From ads (30D)
Confirmed Bookings
8
9.9% conversion
Revenue Tracked
$8,385
Won opportunities
ROAS
2.8x
$3,049 ad spend
The ads are working — 81 leads at $37.64 CPL over 30 days is efficient for a high-ticket surface protection offer. The problem is downstream. Of every 10 leads generated, fewer than 1 in 10 converts to a booking. That gap represents ~$57,000+ in quoted pipeline that didn't close.
Pipeline audit · at time of review
We pulled the full GHL pipeline to see where leads were sitting. The Quote Provided stage had 38 open leads — far more than expected. Many had been there for weeks with no movement.
Issue found
Quote Provided
38
18 had completed their follow-up workflow but were never moved out — stuck due to a missing automation step.
Price objections
Price Sensitive
10
Explicitly responded to quote with price concerns. No effective re-engagement sequence in place.
Silent
No Response
6
Did not respond after receiving quote. Mostly recent entries, still within window.
Active
Quote Provided (active)
20
Within the 21-day workflow window. All legitimate, being followed up automatically.
Won
Booking Confirmed
8
30-day confirmed bookings from ad leads (facebook ad lead tag filter applied).
Total Quoted Value
$71,651
Across 38 leads in Quote Provided at time of audit — the opportunity in the pipeline.
Root cause analysis
The call process is working. Leads are engaging, providing measurements, and receiving quotes. The breakdown happens after the quote is sent.
The post-quote SMS fires automatically when a lead moves to Quote Provided — which is good. But the message is purely transactional: it states a dollar amount with no value context. By the time a lead reads it — sometimes hours or days after the call — the emotional connection from the conversation has faded. The price lands cold.
Here is what we see in the actual conversations:
"Sorry that's very expensive for me"
Lead — $5,220 quote. Received quote SMS, no call-back follow-up. Now sitting in Price Sensitive.
"Wasn't expecting it to be as pricey, I will need to save up a bit more"
Lead — $2,370 quote. Received generic quote SMS ~3 minutes after the call ended.
"That's a bit more than I was expecting, let me think about it"
Lead — Mid-range quote. Went silent after initial objection. Currently in No Response.
These are not unqualified leads. They made it through the full process — form, AI chat, call, measurements. The issue is that the quote message doesn't carry any of the value context that was communicated on the call. The number appears without anchoring.
Recommendation 1 · Post-quote SMS rewrite
The goal is to reconnect the lead to the conversation they just had — not write a generic sales pitch. The phrase "as discussed" does most of the work. It reminds them that context exists; the number isn't arriving from nowhere.
"Hi [Name], just following up on our recent call. Based on our discussion, your quote comes to $2,370.00, inclusive of a 10-year warranty. The film is anti-scratch, anti-stain, and heat resistant up to 200°C. To proceed, reply YES and we'll call you. You can also view our work on Instagram at Pro Surface Protection. Thank you."
"Hi [Name], great speaking with you today. As discussed, your quote for surface protection is $2,370 — covering a 10-year warranty against scratches, stains and heat damage. This is the same film protecting commercial stone and benchtops across Sydney, built to last the life of the property. To lock in your install, reply YES. — Shayma"
"As discussed" — ties the number back to a real conversation
Value outcome framing ("last the life of the property") not feature list
Personal sign-off builds trust and reminds them who they spoke to
"Lock in your install" implies forward momentum, not just a reply
Recommendation 2 · Price sensitive response
When a lead says "too expensive," the current response is a 10% cash discount via SMS. This hasn't been moving anyone. A $237 discount on a $2,370 quote is unlikely to change a buyer's psychology — and offering it immediately signals that the price was soft to begin with.
Ask about preferred payment method → if cash, offer 10% discount (e.g. $237 off $2,370).
Discount signals the price was inflated
SMS-only — no human conversation to understand the objection
No leads in Price Sensitive have converted with this approach
Trigger a call-back when a price objection is detected. If unable to call, open a real conversation — understand whether it's budget or just hesitation.
A phone call converts price sensitive leads; another SMS doesn't
Explore scope reduction (kitchen only vs. full quote)
Reinforce cost comparison: $2,370 vs. $8,000+ to replace benchtop
Suggested Price Sensitive workflow (GHL automation):
1
Immediate — internal notification
Trigger a task or Slack notification to Shayma flagging the lead as price sensitive. Prompt a call-back within 2 hours.
2
Day 0 — cost comparison SMS (if no call made)
Send a value-anchoring message that reframes the price in context of the alternative.
"Hi [Name] — I understand it's an investment. Worth knowing: replacing a standard kitchen benchtop typically runs $6,000–$12,000. Our film protects what you already have for a fraction of that, with a 10-year warranty. Happy to chat through options — even a partial job if that suits better. Just reply or call us on [number]."
3
Day 7 — scope reduction offer
If no response, suggest starting with the highest-traffic surface (kitchen benchtop) rather than the full quote.
"Hi [Name], following up one more time. If the full package isn't the right fit right now, we can start with just your kitchen benchtop — it's usually the most-used surface and the biggest win for the cost. Let me know if you'd like a revised quote."
4
Day 14 — move to Cold Lead
No response after two touches — auto-move to Cold Lead to keep the pipeline clean. Lead can be re-engaged in a future campaign.
Actions taken
✓
Pipeline cleaned — 18 stale leads moved to Cold Lead
18 leads that had completed the 21-day quote follow-up workflow (entered before May 29) were stuck in Quote Provided due to a missing automation step. All 18 have been manually moved to Cold Lead. Quote Provided now shows only 20 active leads, all within their 21-day window.
Done
✓
Auto-move step added to Quote Provided workflow
The "move to Cold Lead" step at Day 21 is now in the workflow. Future leads that reach the end of the sequence without responding will be automatically moved out — this backlog won't rebuild.
Done
→
Update post-quote SMS in workflow
Replace the current transactional quote SMS with the value-anchored version shown above. Update in GHL under the Quote Provided workflow trigger.
To do
→
Build Price Sensitive workflow
Create a new GHL workflow triggered when a lead is moved into the Price Sensitive stage: internal notification → Day 0 cost comparison SMS → Day 7 scope reduction offer → Day 14 auto-move to Cold Lead.
To do