If you run a service business, there’s a particular kind of frustration that creeps in over time. You know your work makes a difference. You know people need help.
But demand is unpredictable, cash flow comes in waves, and most days are spent reacting rather than building.
That was the position Kooks, founder of M90X, found himself in.
M90X is a 90-day business coaching program designed to help business owners create more consistent demand through better marketing.
What wasn’t working was qualifying the right people (faster), so that Kooks could increase coaching clients and filter out those that weren’t the right fit (sooner).
“It’s not about you trying to sell to them. It’s about them getting help for themselves, and you being able to follow up with them afterwards. It’s a completely different approach.”
A look at Kooks’ scorecard.
Turning curiosity into something concrete
Using ScoreApp, Kooks built a qualification assessment (in the form of a waitlist).
The experience wasn’t about capturing details for the sake of it, and it certainly wasn’t about pitching.
It was about:
asking the right questions to qualify people for his program
giving them a personalised report in return
People completed the assessment knowing they’d receive a personalised report. And when Kooks followed up, he wasn’t starting cold or relying on guesswork.
“When they realised that they needed my help, I could contact them via the form and reference the report that I’d sent to them to have a conversation about how they could improve their business.”
Those conversations felt different because they were grounded in the person’s own answers.
Readiness wasn’t assumed; it was visible.
If you’re curious what this looks like in practice, have a look at our ready-to-use templates for building these kinds of diagnostic experiences – without starting from scratch.
Why the questions did more work than the pitch ever could
One of the biggest shifts came from how the assessment was structured.
Kooks followed a simple principle he’d picked up from the ScoreApp training – start with best practice, then move into someone’s current reality.
The structure:
first questions establish a baseline
next explore where they are now, where they want to be, and what’s getting in the way
final questions open things up even further
What surprised him most was how willing people were to share:
“You’d be really surprised how much information people are willing to give you. And because you are not trying to sell them anything, they are quite generous.
The good news is whether they do something with you or not, they’ve got some value from you.”
This is the core of what ScoreApp is designed to do – collect meaningful zero-party data, score it using criteria you define, and reveal readiness for the next step in the journey.
Give it a go and see how it’s useful across every part of your business.
Kooks’ instantly useful, personalized Report for his quiz-takers.
Why selling harder wasn’t the answer
Before ScoreApp, Kooks kept running into the same tension. He could help people, but not everyone he spoke to was actually ready for that help.
He explains:
“I realised that by using ScoreApp, I could give potential clients something of value for free upfront. I could really help them.”
Most business owners aren’t walking around thinking they need a 90-day coaching program. They’re thinking about:
cash flow that spikes and dips
days filled with activity but very little progress
That’s because determining lead readiness is often like scrambling around in the dark.
Picture ScoreApp as a trusty torch that lights up the right people. It helps you see which leads are ready for the next step and engages them sooner through an interactive assessment.
That matters, because it’s a sea of hard sells out there – and people are tired of it.
Rather than trying to persuade people earlier, Kooks decided to slow the process down.
Instead of selling first, he focused on helping people understand what was really going on in their business.
What changed once readiness was clear
Once his assessment was live:
117 people completed the qualification experience
12.8% converted into his paid programme at £697
22 people sat in his “really hot” pipeline – already in active conversation about joining the next cohort
“It’s a fantastic tool for me to be able to give some value upfront for people, because they’re answering the questions that I’ve designed.”
People effectively did the qualification themselves, simply by being honest in their responses.
Why ScoreApp works beyond coaching
M90X isn’t the only place Kooks uses this approach.
He actively encourages his own clients to use it, particularly those in service businesses. And even outside services, the same principles apply.
“I’ve got a food business as well and we’ve used it. We did a quiz, “What chilli are you?” It was fun for people to take, but it meant that we could capture data as well.”
Different formats, different industries – the same underlying idea.
Help people understand themselves first, then decide what comes next.
The takeaway
ScoreApp isn’t about lead generation. There are hundreds of tools that can fill your inbox with cold to lukewarm leads.
It’s about qualification and readiness.
When you create an interactive assessment, ScoreApp segments the people who answer it meaningfully, making it clear who’s ready for a real conversation – across sales, marketing, service, and onboarding.
If you’re ready to qualify readiness (ready-ception?) without selling harder, get started today.
