Shortening Inquiry Processing Time by 19 Hours
We implemented a simple lead filtering system, so sales reps stopped wasting time on people who only ask about the price.
At Logistyka Polska Sp. z o.o., sales reps were drowning in emails that led nowhere. Mazowiecki Inkubator Rozwoju analyzed 142 recent conversations and found a simple error in the data collection method.
The challenge
The sales department was losing an average of 22 hours a week replying to people who were only looking for the lowest price without providing specifics. The conversion from inquiries to real orders in March 2024 dropped to 4.2%. Sales reps were tired of repeating the same questions about load weight and unloading location over the phone, which blocked time for serving regular, large partners.
Our approach
For 3 days, we observed the team's work in their office. Instead of implementing expensive systems, we focused on rapid information selection. We identified 4 key pieces of data without which a quote made no sense. Mazowiecki Inkubator Rozwoju prepared a simple client verification scheme that separated companies from individuals looking to ship a single package.
The solution
We changed the form on the website to one that forces the entry of a Tax ID (NIP) and specific cargo parameters. If the inquiry was incomplete, the system automatically sent a request for completion with a ready-made template. Additionally, we implemented a Google Sheets spreadsheet that sorted inquiries by potential margin, so sales reps called companies with the greatest profit potential first.
Results
Thanks to the changes, the team regained almost two business days each week. Focusing on specific clients allowed for closing 9 more orders in October alone.
Timeline
-
September 2024Audit of 142 historical inquiries and interview with 3 sales reps.
-
October 2024Launch of a new form and automatic response templates.
-
November 2024Analysis of initial results and correction of form questions.
"I was afraid the form would discourage people. The opposite happened. Serious companies appreciate that we ask for specifics and reply in 38 minutes, not after two days."