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Sample report · Dental clinic

Demo business — real audit patterns, anonymised

High-intent patients are leaking before the first call.

A full demonstration report. The business is fictional; every pattern in it is one we have measured in real audits.

The team is warm and courteous when it engages — but slow first replies, prices that don’t match the clinic’s own website and Instagram, and zero follow-up mean implant and Invisalign enquiries are quietly choosing the clinic that answered first.

Business
Example Dental Studio (demo)
Market
United States
Audit period
Jul – Aug 2026
Channels shopped
5 of 5 · 7 days each
Revenue at risk

Revenue at risk on two of five channels

One channel never replied, one was returned from a number not on the staff list, and two quoted a price that doesn’t match what the clinic publishes.

  • Enquiry form · 0/100 · Not scored — no reply in 7 days
  • Email enquiry · 69/100
  • Live chat · 77/100
  • WhatsApp · 62/100
  • Phone call · 44/100
Slowest first reply
9h 27m

Email enquiry sent Tuesday morning — answered after closing time.

Biggest price gap
$550

$3,200 quoted by email vs. the $2,650 on the clinic’s own website.

Red flags found
1

A callback from a number not on the staff list, with evidence attached.

What you're looking at

A demonstration report for a fictional dental clinic, built from anonymised patterns we see in real audits.

One score, nine criteria

Speed, accuracy, personalisation, qualification, follow-up, close, tone, red flags.

Evidence on every finding

Timestamps, transcripts, screenshots and recordings attached in the full report.

Fixes ranked by revenue

What to change this week, in order of money at stake.

01 — Per-channel scorecard

How each channel treated a real prospect

ChannelFirst replyQuoted vs listed priceFollow-upsCourtesyScore
Enquiry formNo reply in 7 days— nothing to compare0 in 7 days—0/ 100

Not scored — no reply in 7 days

Email enquiry9h 27m — Tue 18:41✗ $3,200 quoted · $2,650 according to your website0 in 7 daysWarm · 8069/ 100
Live chat7 min✓ $399 whitening · matches your website1 in 7 daysCourteous · 6877/ 100
WhatsApp5h 35m✗ $6,500 quoted · $4,200–$5,800 according to your Instagram1 in 7 daysWarm · 9562/ 100
Phone callRed flagCallback came from a number not on the staff listAnswered in 3 rings✓ $4,900 quoted · at or above “from $4,200” according to your website1 in 7 days — from an unlisted numberWarm · 8544/ 100

First reply, price accuracy, follow-up and courtesy are four of the nine criteria. A channel with no reply in 7 days scores 0 — there is nothing to judge, so it gets no partial credit. Listed price = what you publish on your website or social profiles. A quote at or above a “from” price counts as consistent; where nothing is listed we show “No listed price to compare” instead of a score. The overall score is the weighted total across the nine criteria.

02 — Criterion scores

Nine criteria, scored across every channel

Response time22/100
weakest: email enquiry

Email enquiry sent Tue 09:14. First reply Tue 18:41 — 9h 27m later. The Lead Response Management study (MIT / InsideSales.com, 2007, vendor-funded) found the odds of contacting a lead drop about 100-fold between a 5-minute and a 30-minute response.

Answered at all70/100
weakest: enquiry form

Email enquiry, live chat, WhatsApp and phone call answered. The enquiry form submission (Mon 09:40) never received any acknowledgement during the 7-day window.

Price accuracy vs listed price35/100
weakest: email enquiry

Email quoted $3,200 for a single implant; the clinic’s website lists $2,650. WhatsApp quoted $6,500 for Invisalign against $4,200–$5,800 according to the clinic’s Instagram. The phone quote of $4,900 sits above the website’s “from $4,200”, so it counts as consistent.

Listed price = what you publish on your website or social profiles.

Personalisation55/100
weakest: email enquiry

First name used in the email reply; the stated concern (front tooth, wedding in June) was never referenced again.

Qualification questions40/100
weakest: WhatsApp

One question asked (“have you had an X-ray?”). No timeline, budget or decision questions on any channel.

Follow-up cadence15/100
weakest: email enquiry

No follow-up after the first email reply, and the enquiry form was never picked up. The only follow-up call came from an unlisted number.

Close attempt / next step30/100
weakest: email enquiry

“Feel free to call us to book” — a passive invitation. No specific slot offered, no booking link sent.

Tone & professionalism82/100

Courteous and well-written where responses occurred.

Red-flag screen60/100
weakest: phone call

One flag raised — see below.

03 — Red flags, in plain English

What the shopper found first

Red flag

Callback from a number not on the staff list

Our phone enquiry (Thu 14:20) was returned the following morning from a mobile number not on the clinic’s authorised staff list, by a person who introduced themselves as working “with” the clinic and offered to arrange a consultation “directly”. We report what the evidence shows; we make no claim about intent.

Evidence: Call log and number attached in the full report.

Fix → Verify call-forwarding configuration and confirm who holds access to the enquiry line.

Missed revenue

One reply, then silence

After the first email reply nobody followed up in seven days — on a prospect who put her wedding deadline in the first line of her email.

Fix → A day-2 check-in and a day-5 last-chance message, written once, sent every time.

04 — Reply A vs Reply B

The reply you sent, next to the reply that wins the job

Left: the reply the business actually sent. Right: what a best-in-class reply to the same enquiry looks like — the name, the exact question answered, the price from the business’s own list, the timeline, what happens next, something to keep, a concrete time to talk, and a real person to call.

What Sophie asked · Email enquiry · Tue 09:14
“Hi, I chipped my front tooth and I’m getting married in June — do you do implants and roughly what would one cost?”
Reply A — what the business sent45/100

From the audit record: the reply the business actually sent.

Front desk, shared inbox 9h 27m after the enquiry

Hi S____, thanks for reaching out! A single implant is around $3,200. Feel free to call us to book a consultation.
Speed
25
Answered
100
Price
30
Personal
55
Questions
20
Follow-up
10
Next step
30
Tone
80
Red flags
100
Reply B — the reply that wins the job96/100

What a best-in-class reply looks like — the standard your competitors are measured against

Treatment coordinator, her own clinic address 12 min after the enquiry

Hi Sophie, Congratulations on the wedding — and yes, we do implants. June is realistic if we start this month. Price: a single implant is $2,650, the price on our website, crown included. If the consultation shows you need anything extra, you’ll have the cost in writing before anything is booked. Timing: a consultation and X-ray first (about 45 minutes). The implant goes in soon after, and a temporary tooth covers the gap until the final crown is fitted — well before June. One question so we can plan properly: is the tooth still in place, or has part of it come away? I’ve attached our implant guide (PDF) — the stages, what’s included and aftercare. Can I call you Thursday between 5 and 7 pm to book the consultation? If another time suits, reply with it and I’ll hold it. If I don’t hear back, I’ll check in on Friday morning.

Implant guide — stages, price and aftercare (PDF)

Maria Lopez
Treatment coordinator, Example Dental Studio
Direct line: (212) 555-0147

Speed
95
Answered
100
Price
100
Personal
95
Questions
90
Follow-up
90
Next step
100
Tone
95
Red flags
100

The difference · 51 points

Same enquiry, same business, same facts.

  • Answered in 12 minutes, not 9h 27m — before she emailed the next clinic on her list.
  • Quoted $2,650, the clinic’s own website price, instead of $3,200.
  • Answered the question behind the question: can it be done before June?
  • Explained what happens next and roughly how long each step takes.
  • Asked one question that moves the booking forward.
  • Attached a guide she can keep and forward.
  • Offered a specific call — Thursday, 5–7 pm — instead of “feel free to call us”.
  • Signed by a named person with a direct line, and a dated check-in if nobody replies.

Reply B is written by us from the facts the business already had — its own published price, its own next step — so the gap is the reply, not the offer. It is the standard, not a named rival: this sample is fictional. In a live audit this panel is built from your own replies, and on SalesWitness Watch Pro the quarterly competitor benchmark shops two real competitors and scores their replies the same way. Follow-up on Reply B is scored on the dated check-in it commits to.

05 — Review snapshot and monitoring

What prospects read before they enquire

Rating
4.3

112 reviews on Google

Negative reviews
6

1–3★ in the last 90 days

Negatives unanswered
4 of 6

No owner reply on the profile

Oldest unanswered
38 days

Still waiting for an owner reply

What it means Two of the four unanswered 1★ reviews say “never got a call back” — the same leak the shop found.

On SalesWitness Watch, the next one never waits 38 days

The audit reads every profile once. Watch keeps reading them every day — and when a negative review lands, you hear about it within hours, with the reply already drafted.

  1. 01Watched daily

    Google, Trustpilot, Facebook, Clutch, Yell, Houzz, Sortlist, Sitejabber and any other review site we find. Every negative review in each profile’s full history is captured on the first sweep.

  2. 02Alert within hours

    A new 1–3★ review triggers an alert, with the review quoted in full and the profile it is on.

  3. 03A drafted reply

    Empathetic, de-escalating, no admission of fault — marked “review before use”, ready to paste.

  4. 04A removal path, when the rules allow

    If the review breaks the platform’s own policy, you get the rule it breaks and the exact appeal route.

One of the 4 unanswered reviews above, as the alert would arrive

Review alert · Google

Sent within hours
R. D.
“Left two messages about an implant consultation and never got a call back. Booked somewhere else in the end.”

Policy check: a genuine customer experience — not removable. Reply publicly, and fix the cause.

Drafted replyReview before use

Hi R., thank you for taking the time to tell us, and I’m sorry you didn’t get the call back you were expecting. That isn’t the experience we want anyone to have. I’d like to understand what happened — please call me directly on (212) 555-0147 and I’ll look into it myself.

— Maria, Example Dental Studio

When a review breaks the rules · Google

  1. 1Check the review against Google’s “Prohibited and restricted content” policy — e.g. not based on a real experience, a conflict of interest, personal information.
  2. 2Gather the evidence: most often, no matching booking, order or enquiry on your records.
  3. 3Report it: Business Profile → Read reviews → Report, or Google’s Reviews Management Tool. Google says decisions typically take several days.
  4. 4If it’s refused: one appeal through the same tool, with the case ID and the evidence. That decision is final.

SalesWitness Watch: the appeal drafted for you, citing the rule — you file it.SalesWitness Watch Pro: we file the appeal for you.

Platforms remove policy breaches, not bad opinions. We never file a false report, and we never post or solicit reviews — the public reply goes up either way, because it is the part prospects actually read. Every platform we read has its own route; the same checks apply.

06 — The tape: one enquiry, two replies

One enquiry. Two replies.

Our enquiry · email enquiry

📨 Prospect emails hello@abc-company.com asking for a quote.

✅ Reply 1 — from the company

sales@abc-company.com · quotes list price · books a call

🚩 Reply 2 — from a rep, personally

j.smith.freelance@gmail.com · “I can do it cheaper directly” · asks to move to WhatsApp

What the report says“The enquiry was answered from an address not on the authorised staff list, with an offer to transact off-channel (evidence attached).” Evidence-led, defamation-safe — and the kind of leak that costs more than a year of SalesWitness.
One customer enquiry receiving two separate replies — one official, one from a personal phone

07 — Evidence excerpt

The email thread

[Tue 09:14] Auditor → Hi, I chipped my front tooth and I’m getting married in June — do you do implants and roughly what would one cost?

[Tue 18:41] Clinic → Hi S____, thanks for reaching out! A single implant is around $3,200. Feel free to call us to book a consultation.

[— no further contact from the clinic during the 7-day window —]

08 — Case closed: what changes next month

Three fixes, under two hours

None of this needs new software or a new hire. In order of revenue impact.

  1. 01

    15-minute first-response target

    Route enquiry notifications to a phone that is always staffed; add an auto-acknowledgement after hours.

    45 minReception lead
  2. 02

    One price list, everywhere

    Match the website, Instagram and the front-desk sheet, then reissue it to everyone who answers enquiries; spot-check monthly.

    30 minPractice owner
  3. 03

    A next step in every reply

    Replace “feel free to call” with two concrete slot offers and a booking link.

    15 minReception lead

Before → after

Illustrative — what the three fixes typically change within 30 days.

  • First-reply time

    9h 27munder 1 h

    via 15-minute first-response target

  • Follow-ups

    0 of 7 daysday 1 and day 3

    via A next step in every reply

  • Quotes matching published prices

    2 of 44 of 4

    via One price list, everywhere

Confidential. Prepared under the written authorisation of the business owner. Findings reflect the audit record only and are phrased to describe evidence, not intent. Not legal advice. The business and every figure above are illustrative, not a guarantee.

Your report looks like this — with your channels, your prices, your evidence

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