Restaurant Ranker · Sales playbook

Working a lead, start to close

Every lead arrives already researched — you know their score, their weak spot, and the rival beating them before you say a word. This is how to turn that into a booked call.

1What happens the moment a lead comes in

A restaurant owner runs the free AI scan, opens the deep scan, and enters their email. The instant they do, all of this fires automatically — you don't lift a finger:

✉They get the report — signed by you. An email lands in their inbox with the full report under your name, and replies come straight to your mailbox (yousuf@primidigital.com).
🔔Teams pings you. A card drops in the channel with every detail — score, rival, first name, phone, cuisine, city, website, and buttons to their report, site and Google Maps.
◆Brevo logs it. A contact is created on the Restaurant Ranker Leads list, a deal opens in the Deals Pipeline at New, and a follow-up task is set for 2 days out.
🔥You're told when they come back. If a lead reopens their report or deep scan days later, Teams fires a hot-signal card and Brevo creates a call-today task. A re-open means they're actively deciding — same-hour touches qualify at roughly 7× the next-day rate.
↻Returning leads flag themselves. If someone re-enters their email later, a RE-ENGAGED, call today task appears on their contact.

2Read the lead in 20 seconds

The Teams card (and the Brevo contact) carry these fields. Here's what each one is telling you:

Field
What it tells you
AI score
The urgency dial — and it's inverted. A low score (say 28/100) means AI is ignoring them = maximum pain = your hottest lead. A 90+ barely needs you.
Top rival
Your opener, handed to you. "AI is sending your diners to [rival]." You never have to invent a hook — and it's true.
Their phone
They asked for a call. A phone number on the card means they typed it into the report's contact form, and the page promised them a same-day call. Call first, before anything else on this list.
First name
New — the form finally asks for it. Use it; "Hi Sam" beats "Hi there" every time.
Gap
The % of local searches where a rival is named instead of them. Higher = more they're losing.
Locations
1 vs 2–5 vs 6–20 vs 20+. Multi-location groups are custom-quote territory — bigger deal, longer close.
Cuisine · City
Where and what they are — lets you talk their market, not generic marketing.
Rating · Price
Their reputation and tier. A great rating + low AI score = "you're loved locally but invisible to AI" — a powerful angle.
Website · Maps
One click to research them before you reply. Open-status flags if they've closed.
View AI report
Their exact report — skim it so you're specific on the call.
◆ The one rule that flips intuition

A low AI score is a good lead, not a bad one. The worse they're doing, the more they need us — and the easier the win. Call the low scores first.

3Reply in the same thread

The report email is signed by you and replies land straight in your mailbox. Reply in that same thread — same subject line, same conversation. To them it's one continuous chat with you, not a hand-off. (The system also sends a day-2 walkthrough offer and a day-5 fix-list automatically — if they reply to either, same rule: stay in the thread.) Open on their number and their rival:

A cold-open that works

Lead with the threat + the named rival — it's specific and true, so it earns a reply.

"Saw your AI scan — when diners ask ChatGPT for [cuisine] in [city], it's naming [rival] over you in [gap]% of searches. That's fixable in a couple of weeks. Worth a quick call?"

4Move it through the pipeline

In Brevo's Deals Pipeline, drag the deal along as it progresses so nothing slips. The stages:

New→ Qualifying→ Demo scheduled→ Pending commitment→ In negotiation→ Won Lost

Each new lead also creates a follow-up task (due in 2 days) — work your task list daily so no lead goes cold. Log a quick note on the deal after every touch.

5Your first five minutes with a hot lead

  1. Open the Teams card. A phone number = they asked for a same-day call — dial it. Otherwise check the AI score; low = hot.
  2. Hit "View AI report". Skim their weak pillars and the rival so you're specific.
  3. Reply in-thread using the cold-open above, filled with their cuisine, city, rival and gap.
  4. Move the deal to Qualifying in Brevo and jot a one-line note.
  5. Set the next step — a call time, or a nudge in 2 days via the task.

Primidigital · Restaurant Ranker · internal sales guide