SwiftSocial / Dealer resources
A monthly operating worksheet
Generator dealer acquisition scorecard
Know what happened after the enquiry. Follow estimates, completed installations and collected payments in one practical monthly review.
Use this with the person responsible for sales and the person who reconciles payments. Choose one new-enquiry cohort and an “as of” date. Update that same cohort as jobs progress.
Print or save your completed copy; entries are not saved automatically.
1. Set the review boundary
2. Reconcile the six numbers
Keep the supporting records in your own system. Use enquiry or opportunity references to reconcile the totals below.
| Measure | Count | Evidence required |
|---|---|---|
| Unique new enquiries | Enquiry log with duplicates merged; first received date retained. | |
| Qualified installation enquiries | Confirmed territory and requested work fit your actual service. Record qualification criteria and unresolved questions. | |
| Estimates issued | Dated written estimate attached. An appointment alone is not an estimate. | |
| Jobs accepted | Documented customer acceptance under your normal process. Keep cancelled work visible. | |
| Installations completed | Completion recorded by the responsible team. A scheduled job is not a completed installation. | |
| Jobs with a collected payment | Payment reconciled to the job. Distinguish a deposit, partial payment and fully paid balance. |
Payments can arrive before completion, so the last two rows are separate outcomes rather than a strict funnel. If one enquiry creates multiple jobs, keep enquiry conversion and job counts separate.
3. Keep the original source and later touches separate
Original acquisition source
Retain the earliest supported source tied to the enquiry: paid campaign, unpaid search, referral, organic social, YouTube, direct or unknown. Store the evidence and timestamp.
A missing tag is not proof of organic search. An existing customer opening a booking link does not become a newly acquired search customer.
Later influence
Record later visits, videos, emails and referrals as assists. Keep the buyer’s self-reported answer as a separate field when it differs from observed tracking.
Do not replace first source with the latest booking touch. Use “unknown” where evidence is missing.
The first two counts should reconcile to unique new enquiries. Search clicks and enquiries are different measurements; do not force one-to-one matching without evidence.
4. Turn open opportunities into next actions
What is missing?
- Confirm territory, requested work and the right decision-maker.
- Record which site details require a qualified installer’s assessment.
- Assign one owner and a dated next action for unresolved questions.
What moves the job forward?
- Record acceptance, a question, a documented loss reason or an open next action.
- Check actual crew capacity before promising installation timing.
- Keep completion, invoicing and payment follow-up separately owned.
5. Separate sales value, cash and costs
For jobs associated with this cohort, reconcile gross receipts, refunds and directly attributable costs. Keep money received from other cohorts out of this view. A monthly bank total alone cannot establish which acquisition source produced it.
Record separately
- Accepted contract value, including later changes
- Gross payments received by the review date
- Refunds and payment reversals
- Direct job costs incurred and costs still expected
- Acquisition costs allocated to the cohort, with the allocation rule
Compare like with like
Net collected cash is receipts less refunds and reversals. Cash collected less costs paid is a cash-timing view. Contribution requires the appropriate job costs, including unpaid costs already incurred.
Neither is company profit before overhead, tax and other obligations are accounted for. Label incomplete jobs and missing costs.
One completed job has $15,000 collected, no refunds and $10,000 in direct job costs. That leaves $5,000 before acquisition costs and overhead. A $3,000 deposit on a different unfinished job is collected cash, but it does not establish that job’s final contribution.
6. Choose your next move
- Check the records. Resolve missing source, duplicate and stage evidence before calling a channel a winner.
- Check maturity. Compare similarly aged cohorts. A new cohort may still be waiting for estimates, installation or payment.
- Check the bottleneck. Decide whether to fix enquiry quality, follow-up, estimating, capacity or collections.
- Change one defined process. Record the change and review the next comparable cohort. A before-and-after difference alone does not prove causation.
Your next move, made clear. Use the review to find one operational gap, assign its owner and check the next cohort.
Explore SwiftSocial’s generator marketing system or read an attributed dealer interview with its historical context.
