“The data was bad” is the most common verdict on a disappointing week, and the least useful. In our experience supplying advisory floors since 2008, the numbers themselves are the cause less often than one of three mismatches. Here is how to tell which one you have — and what to change before you change supplier.
Mismatch 1: the segment doesn’t fit the package
Symptom: people pick up, listen politely, and say no. Pickup is fine; conversion is poor.
This is the pitch reaching the wrong person. Intraday packages need people who already trade on the day; a positional investor doesn’t want three calls before lunch. Options packages need people who understand margin and expiry — the F&O segment, not a generic list. Account-opening pitches need demat holders who trade little, not active traders who already have three brokers. Fix: change the segment, not the supplier.
Mismatch 2: the state doesn’t fit the language
Symptom: pickup is fine, but calls end in the first fifteen seconds.
A Hindi-only floor dialling Tamil Nadu or Kerala will report terrible data, and the data is fine — the language isn’t. The reverse is subtler: Gujarati callers lift the ratio in Gujarat noticeably over Hindi callers, and Telugu callers do the same outside Hyderabad. Fix: buy the states your callers can actually speak to, and cut by state rather than Pan India until the floor is bigger.
Mismatch 3: the grade doesn’t fit the ratio
Symptom: the batch responded worse than the last one from the same supplier, same state, same segment.
Data that has been dialled heavily by other floors responds differently from data that hasn’t, and a supplier who grades batches on their own dialling can tell you which is which. If you bought a lower grade to save money and the ratio fell, that is the grade working as described. Fix: tell the supplier the ratio your floor achieves and let them match the grade to it. In cities like Indore, where many floors buy from the same suppliers, this matters more than anywhere.
The fourth cause: the dialling window
Not a mismatch, but often overlooked. Salaried traders in the IT belts of Bengaluru, Hyderabad and Pune answer in the evening; business-owner traders in Surat, Ludhiana and Jaipur answer in the day; MCX traders answer during the evening commodity session. A floor that dials everyone at 11 am will conclude that half the batch is dead.
How to run the diagnosis
- Pull last week’s dispositions: not reachable, picked up and refused, picked up and interested.
- High not-reachable → check the numbers against the replacement policy (invalid and switched-off are replaceable; not-picking-up isn’t) and check the dialling window.
- High picked-up-and-refused within 15 seconds → language mismatch. Check which states you dialled and who dialled them.
- High picked-up-and-refused after a full pitch → segment mismatch. Check whether the segment matches the package.
- Only then compare to the previous batch’s grade.
If you want a second opinion on your own numbers, we’ll do it on a call — we would rather fix a mismatch than sell you a bigger batch of the wrong thing. Start from the traders database catalogue to see how we cut segment, state and grade.