Everything — new customers, callbacks, after-hours, weekends. A rough number is fine.
Industry studies report missed-call ranges from 25% to 62%; your shop may differ.
That's ≈ 12 calls a week ringing out. An industry estimate reports that 85% of callers who reach voicemail do not call back; your results may differ.
Blend your service calls and bigger jobs into one honest number.
Estimated missed-call exposure
per modeled 4-week month
Across 12 modeled 4-week months, that's $86,400. Many callers who cannot reach you call the next company, and some of those calls may become someone else's job.
Model: weekly calls × unanswered share × 4 weeks × a fixed 25% win-back assumption × average job value. This estimates exposure, not guaranteed lost or recovered revenue.