Sample report · Aesthetics / cosmetic clinic

Demo business — real audit patterns, anonymised

High-intent clients are leaking before the first reply.

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, quotes that don’t match the aesthetics clinic’s own published prices, and no follow-up mean clients asking about the treatment are quietly choosing whoever answered first.

Business
Example Aesthetics Clinic (demo)
Market
Leeds, UK (demo)
Audit period
Jul – Aug 2026
Channels shopped
5 of 5 · 7 days each
Revenue at risk

Revenue at risk on three of five channels

The enquiry form never replied, the email quoted below the published “from” price, and a follow-up came from a contact not on the staff list.

  • 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

On the email. Benchmark for an aesthetics clinic: consultation within a week.

Biggest price gap
£50

Quoted £200 on the email vs. “treatments from £250” on the aesthetics clinic’s own website.

Red flags found
1

A follow-up from a contact not on the staff list, with evidence attached.

What you're looking at

A demonstration report for a fictional aesthetics 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✗ £200 quoted · from £250 according to your website0 in 7 daysWarm · 8069/ 100
Live chat7 min✓ £250 · matches your website1 in 7 daysCourteous · 6877/ 100
WhatsApp5h 35m✗ £190 quoted · from £250 according to your Instagram1 in 7 daysWarm · 9562/ 100
Phone callRed flagFollow-up came from a number not on the staff listAnswered in 3 rings✓ £290 quoted · at or above “from £250” 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 9h 27m, live chat 7 min, WhatsApp 5h 35m and phone line answered live. The enquiry form never replied. The slowest reply took 9h 27m. Benchmark for an aesthetics clinic: consultation within a week.

Answered at all70/100
weakest: enquiry form

Four of five channels replied. The enquiry form submission never received an acknowledgement during the 7-day window.

Price accuracy vs listed price35/100
weakest: email enquiry

The website and the aesthetics clinic’s Instagram both say “treatments from £250”. The live chat and phone line quotes are at or above that, so they count as consistent. The email quoted £200 — £50 below the published “from” price. The WhatsApp quoted £190 — £60 below the published “from” price.

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

Personalisation55/100
weakest: phone call

The live chat reply used our name and picked up what we’d asked about. The phone line reply was a template that could have gone to any client.

Qualification questions40/100
weakest: phone call

Good questions on the live chat: what we needed, how soon, and whether we’d been seen before. The phone line asked nothing before pushing for a booking.

Follow-up cadence15/100
weakest: email enquiry

The live chat followed up once, the WhatsApp followed up once and the phone line followed up once (from a contact not on the staff list). The email never followed up. The enquiry form never replied at all.

Close attempt / next step30/100
weakest: phone call

The live chat offered a consultation at a specific time. The phone line ended “let us know if you’d like to go ahead” — no time offered.

Tone & professionalism82/100

Courteous and well-written where replies came.

Red-flag screen60/100
weakest: phone call

One flag raised — see below. Also noted: before/after photos promised but not sent.

03 — Red flags, in plain English

What the shopper found first

Red flag

Follow-up from a number not on the staff list

Our phone line enquiry (Thu 14:20) was followed up the next morning from a mobile number not on the aesthetics clinic’s authorised staff list, by someone who said they worked “with” the business and offered to arrange a consultation “directly”. We report what the evidence shows; we make no claim about intent.

Evidence: Contact log and the sending details are attached in the full report.

Fix → Check how phone line enquiries are forwarded and confirm who can reach clients from outside the business.

Missed revenue

One reply, then silence

After the first email reply nobody followed up in seven days — on a client who said they wanted to book soon.

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

Also noted

Before/after photos promised but not sent

On the phone line: before/after photos promised but not sent. Not a red flag on its own — but it is the kind of gap that sends a client to whoever spelled it out.

Fix → Write down how the team handles this, and check it in next month’s audit.

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’m interested in anti-wrinkle treatment for my forehead. What does it cost, and how soon could I come in?”
Reply A — what the business sent45/100

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

The team, shared inbox 9h 27m after the enquiry

Hi S____, thanks for reaching out! The treatment is around £200. Feel free to get in touch to book.
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

A named person at the aesthetics clinic, same email 15 min after the enquiry

Hi Sophie, Thanks for getting in touch — yes, we can help, and here is everything you asked. Price: our website says “treatments from £250”. That’s the figure we work from; the exact price depends on the details. Timing: consultation within a week, as standard. What happens next: a consultation, then the exact figure in writing within 24 hours. One question so I can be exact: is there a date you need this sorted by? I’ve attached “Example Aesthetics Clinic — prices and what’s included” (PDF), so you have it all in writing. Can I call you Thursday between 5 and 7 pm to arrange a 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.

Example Aesthetics Clinic — prices and what’s included (PDF)

Maria Lopez
New enquiries, Example Aesthetics Clinic
Direct line: 07700 900461

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 15 minutes, not 9h 27m.
  • Quotes the published price (“treatments from £250”) instead of £200.
  • Greets Sophie by name and answers the question that was asked.
  • Says what happens next and when: consultation within a week.
  • Asks one question that moves the booking forward.
  • Attaches a fact sheet the client can keep.
  • Offers a specific call — Thursday, 5–7 pm — instead of an open “let us know”.
  • 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 reviews say “never heard 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, Checkatrade, Yell, Facebook, Houzz 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 and never heard back. Went 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 this wasn’t the experience you expected. That isn’t how we want anyone to be treated. I’d like to understand what happened and put it right — please call me directly on 07700 900461.

— Maria, Example Aesthetics Clinic

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’m interested in anti-wrinkle treatment for my forehead. What does it cost, and how soon could I come in?

[Tue 18:41] Team → Hi S____, thanks for reaching out! The treatment is around £200. Feel free to get in touch to book.

[— no further contact from the aesthetics 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 email notifications to a phone that is always staffed; add an auto-acknowledgement after hours.

    45 minFront-desk lead
  2. 02

    One price list, everywhere

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

    30 minOwner
  3. 03

    A next step in every reply

    Replace “feel free to get in touch” with two concrete times for a consultation and a booking link.

    15 minFront-desk 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.

09 — What this costs

What slow and missed enquiries cost a business like this

Enquiries a month
90

Typical for an aesthetics clinic

Close rate
4 in 10

40% · lost to slow or missed replies: 2 in 10 of those

Value of one treatment case
£1,200

What one case is worth

Lost a month
£8,640

£103,680 a year

90 enquiries × 40% close rate × 20% lost to slow or missed replies = 7.2 cases lost × £1,200 = £8,640 a month

One recovered sale (£1,200) pays for a whole year of SalesWitness Watch (£990, 2 months free) — 1.2 times over.

Typical figures for this kind of business, not a benchmark and not a promise. A lost enquiry isn’t a lost sale, so only the share you’d normally close counts. Put your own numbers into the calculator for your figure.

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

See yours.

One SalesWitness Audit shops every channel you offer — enquiry form, email enquiry, live chat, WhatsApp, phone call — twice, 15 days apart, scores them against your own fact sheet and lands in your portal. Owner-authorised, evidence-led.

Audit my sales channels — $299See what one lost sale costs you
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