Designing a Lead Response and Client Management System
Role: Co-Owner and Systems Designer
The Challenge
As Something Small Catering grew, inquiries began arriving from multiple channels — email, Squarespace, social media, Yelp, and phone calls — often all at once. Managing each lead manually became overwhelming, especially during weekends and event weeks. Missed or delayed responses occasionally caused potential clients to go quiet, and there was no automated way to re-engage those leads once initial outreach was sent.
I needed a system that would make lead handling consistent, reduce lost opportunities, and keep both me and my business partner aligned on active events.
The Process
I began by mapping the client journey from first inquiry to confirmed booking, identifying where communication lagged or tasks were duplicated. The new workflow includes:
Calendly integration to allow clients to schedule discovery calls directly, reducing back-and-forth emails.
Template-based initial responses written in my voice but personalized by name to maintain friendliness and authenticity.
Inquiry tracking through a Google Sheet and visual paper system — legal pad notes for pending clients, printed invoices for confirmed ones — to balance digital tracking with physical reliability.
Email list integration for passive follow-up, ensuring that even inactive leads remain connected through newsletters and updates.
When a quote is sent, I mark the event in our shared calendar with “NC” (not confirmed). Once booked, I update the calendar entry with guest count and replace “NC” with the confirmed status. Invoices are printed, attached to notes, highlighted by event date, and stored chronologically for quick reference by my business partner.
This hybrid digital-analog system keeps client communication, scheduling, and financial tracking aligned.
The Outcome
The lead response process is now consistent and transparent. Inquiries no longer fall through the cracks, communication stays organized, and team members always know the current status of each event. The system also allows quick onboarding of new staff or collaborators, since every event has a clear paper and digital trail.
By automating the most time-consuming steps while keeping a personal touch in communication, the business can scale without sacrificing responsiveness or warmth.
Reflection
Designing this system taught me the value of blending efficiency and empathy — using automation to create space for genuine connection. I also learned that no system is static; it’s an evolving structure that must grow with the business.
The next iteration of this system will focus on automated re-engagement for inactive leads and improving the shopping list process to save hours of manual work. Each improvement builds toward the same goal: creating a sustainable structure that supports creativity, clarity, and collaboration.
