Brigham Dickinson On 93 Percent Booking Rates:
Six CSR Coaching Lessons

CSR Coaching Framework: Turn Ad Clicks Into Booked Calls

Your marketing dollars only earn money when calls turn into jobs, (commonly known as CSR Booking Rate.) Yet many service area companies treat the call center like a cost center, not a profit switch. In a recent conversation, LeadsNearby President Mark Sherwin asked Brigham Dickinson, coach to more than 1,400 CSRs, how the CSR Coaching Framework he teaches ties advertising goals to customer-service habits.

“If they can fog a mirror, it’s a lead—if it’s your mother or a friend, it’s still a lead.”

Brigham’s blunt truth reminds owners that every caller carries potential profit. Below you’ll find six common questions—and actionable fixes—that move callers from curious to booked.

What Is A Good CSR Booking Rate?

Benchmark data shows that top contractors book 85–90 % of qualified calls. Power Selling Pros’ in-house center averages 93% ! If your number sits anywhere under 80%, start coaching today.

For detailed tips, see our guide on improving your phone booking rate.

How Fast Should My Team Respond To New Leads?

Speed wins!

A Harvard Business Review study found companies that respond within an hour are 7 times more likely to qualify a lead than those who wait longer. Think of attention like melting ice—every minute that passes turns a hard opportunity into water you can’t hold.

1. Goal: Answer live within three rings.
2. Backup: Return any missed call within five minutes.

How Can I Train CSRs To Build Trust In The First 50 Seconds?

Brigham’s “Pattern for Excellence” begins with three moves: Listen → Care → Reassure. He warns that “the ultimate outcome of any call is decided in the first 50 seconds.” Treat those seconds like the opening scene of a movie—hook the audience, or you’re going to lose them.

1. Listen: Repeat the problem to show you heard it.
2. Care: Use empathy tags like “That must be frustrating.”
3. Reassure: Promise specific next steps and book a slot.

Are Price Shoppers Real Leads Or Wasted Time?

Labeling a caller “just shopping” is like tossing out a lottery ticket before scratching the numbers. They are all moving along the Buyer’s Journey and will eventually purchase from someone. Why not you?  Brigham often encourages people to start with a maintenance plan agreement because it comes with a low barrier of entry and the value is usually very easy for anyone to see.

“For $25 a month, we maintain your system so this breakdown never surprises you again—want me to start with/add that?”

A McKinsey survey on loyalty programs found that members of paid loyalty programs are 60% more likely to increase their spend with a brand after subscribing.

Can AI Programs Replace A Human CSR?

Six contractors in Brigham’s circle tried AI bots, and all six switched back within one season when empathy gaps crushed conversion. Data from the ICS shows 58% of consumers value a live human for complex issues.

For a broader perspective, see our AI marketing takeaways with Joe Garcia.

How Often Should You Coach Your CSRs?

Elite teams run twice-monthly one-on-one sessions, reviewing recorded calls and leveling up over 12 months. Consistency trumps cramming—just as you can’t build muscle in one weekend, you can’t master empathy in a single workshop.

Track progress with a shared scorecard covering:

• Booking percentage
• Average response time
• Call-quality notes

Owners who follow the plan see marketing ROI climb because more ad clicks now end in a booked job.

How Do I Keep Techs And CSRs On The Same Page?

Ride-along coaching can turn technicians into storytellers who capture before-and-after media on site. Pair those clips with our content-creation cheat sheet to bolster your social proof. When the office and the field share wins, morale shoots up like the thermometer on a hot day.

It’s Time To Make Every Call Count

You’ve just walked through the recipe for 93 percent booking success, including practical tips on speed, empathy, and the secret weapon of memberships. The difference between reading advice and reaping revenue is execution. Let's talk today about what we can do to help you turn more calls into cash.

Frequently Asked Questions: CSR Booking Rate