Capturing enquiries · ASRR Tech
How do you distinguish a brochure request from an opportunity?
Record interest without assuming readiness to buy. Create an opportunity when the conversation reveals a concrete need and a possible next step.
A practical example
Someone downloads inspiration for later and does not yet want a consultation.
This is an illustrative situation for assessing your own process.
Checklist for your team
- Record interest.
- Check contact preferences.
- Define qualification.
What does success look like?
The pipeline contains defined journeys rather than general interest.
Test this with a recognisable record and have a colleague review the outcome. Note missing information or decisions. Use that finding to improve a working agreement before applying the process more broadly.
Capturing enquiries: the wider process
The entry channel determines what information an enquiry contains. A brochure form provides different context from a phone call or an Instagram message. Capture what you need to choose the next step. Keep the original request alongside structured fields so a colleague can understand its meaning. Agree who reviews new enquiries and how exceptions are recognised. Test the route with a normal enquiry, missing information and a returning customer. Then inspect the record the responsible employee actually sees.