In short
A local business misses roughly a third of its calls. This calculator turns that into the only number a buyer cares about: revenue at risk. Use their own figures, show the result, and the deal makes itself.
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Revenue at risk per year
$7,140
24 missed calls/mo · 17 recoverable · $595/mo recovered
Retainer payback3.0×
At $199/mo, the recovered revenue is 3.0× the cost. One recovered job typically covers the month several times over.
The formula
- Missed calls / month = total calls × missed rate (use 30% if unknown).
- Recoverable jobs = missed calls × answer rate (use 70%).
- Revenue at risk = recoverable jobs × average job value.
- Retainer payback = revenue at risk ÷ your monthly retainer (aim for >5×).
Worked examples
| Business | Avg job | Missed/mo | Revenue at risk | Retainer payback |
|---|---|---|---|---|
| Plumber | $420 | 25 | $7,350 | 37× |
| Dental practice | $260 | 40 | $7,280 | 36× |
| Law firm | $1,800 | 12 | $15,120 | 76× |
| Salon | $90 | 35 | $2,205 | 11× |
How to use it in the pitch
- Run their missed-call reportCall their line after hours; note what happens.
- Fill in their numbers liveUse their average job value, not a generic one.
- Show the payback multiple'One recovered job a month pays for this 30 times over.'
- Keep 30% conservativeUnder-promise; the real answer is usually higher.
Assumptions to validate before you quote
- How many calls actually go unanswered? Ask them to check the phone log for a week.
- What share of calls are new enquiries versus existing customers?
- What is the average job value, not the average invoice?
- What is a realistic close rate on answered enquiries? Use 25–40%, not 100%.
- How many months does a customer stay? That is the lifetime value.
A 12-month view
| Input | Conservative | Typical |
|---|---|---|
| Missed calls / week | 10 | 25 |
| New-enquiry share | 40% | 60% |
| Close rate | 25% | 35% |
| Average job value | $250 | $600 |
| Revenue at risk / year | $13,000 | $87,000 |
How to present it in 60 seconds
- 1Ask for their weekly missed-call count and average job value.
- 2Do the maths on the call, out loud, with conservative numbers.
- 3Compare the annual figure to the install and care plan.
- 4Offer a 14-day trial on their main line, then review the recovered bookings.
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