Review the actual conversation
Define suitability according to the operation at the time of the request. Record service, vehicle or equipment needs only to the extent the operator can assess them, coverage, timing and missing information. Allow multiple supported reasons and an unknown state. Keep outcome separate: suitable work may still be declined because of price or customer choice.
A worked example
Fictional cohort: one request needs an unsupported service; one is outside the accepted pickup area; one fits but arrives when no capacity is available; one is never clarified. These become service mismatch, geography mismatch, capacity constraint and unknown. Calling all four “bad leads” would erase the different remedies.
Choose the next action
Assign a primary review reason and preserve secondary reasons where useful. Link each reason to a next action: clarify service messaging, review geographic targeting, inspect the capacity plan or gather missing context. Do not let the category change merely to make a campaign’s conversion rate look better.
Check whether it worked
Review borderline cases with the person who accepts work. Compare known and unknown classifications over time and document rule changes. If suitability improves but booking remains weak, move to the quote-loss review. If the same missing information prevents classification repeatedly, improve intake before judging the source.
Put it to work
A record you can use
- Suitability rule version
- Confirmed service, area and timing
- Primary and secondary reason
- Unknown evidence needed
- Reason-specific action and owner
Plain text. No email required. Store completed records in your approved business systems.
Next useful step
Need help applying this to your marketing? A strategy call starts with your business and the evidence you have.
Talk through your next step →For a general editorial question, email Chris. Please leave out customer details. Questions are private, and no response time is promised.