Speed-to-Lead SLA for Small Sales Teams
A realistic response-time SLA for founder-led teams that need better conversion without hiring a call centre.
Why this matters
Most service businesses lose leads before the first real conversation. Not because demand is weak, but because response times drift.
A practical SLA
Use this baseline:
- Business hours: first touch within 5 minutes
- Out of hours: auto response immediately, manual response by 9:00 next morning
- Second attempt: within 3 hours if no answer
Define ownership
Every incoming lead should have one owner at any given time.
- Primary owner handles first call.
- Backup owner handles overflow.
- If untouched after SLA threshold, escalate automatically.
Message sequence
- SMS/WhatsApp acknowledgement
- First call attempt
- Follow-up message with two slot options
- Final check-in next day
Language that converts
Use short operational language instead of generic sales copy.
We received your request for [service]. I have two visit slots available tomorrow at 10:30 or 14:00. Which works better?
Weekly SLA review
Track:
- Median response time
- Leads touched within SLA
- Contact rate
- Booked appointments per 100 leads
If contact rate is low, review timing and channel, not just scripts.
Bottom line
A simple SLA with clear ownership beats complex CRM automation that nobody monitors.
⚠ Important Disclaimer
This guide is for general informational and educational purposes only. It does not constitute professional advice of any kind.
Before making business decisions: Consult qualified professionals who can assess your specific circumstances.
ServiceLeads and the article authors accept no liability for decisions made based on this guide.
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