Most appointment businesses that want more bookings start by asking how to get more enquiries. More ads, more SEO, more social content. But the uncomfortable truth is that most of the demand you are already generating is leaking before it ever reaches your diary, and the biggest single cause is how long it takes you to reply. A 2-minute response time will do more for your bookings than doubling your lead volume. This post explains why that is true, where the delays are happening in your business right now, and what you can actually do about it before spending another pound on advertising.