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Converting Leads to Clients

Turn successful leads into client records when they become customers

Hayden Zammit Meaney avatar
Written by Hayden Zammit Meaney
Updated today

Converting Leads to Clients

When a lead decides to book with you or becomes a customer, it's time to convert them from a lead to a client. This process moves their record from your leads pipeline into your client database, preserving all the history and information you've gathered.

When to convert a lead

Convert a lead to a client when they:

  • Make their first booking

  • Sign a contract or agreement

  • Pay a deposit

  • Commit to working with you

  • Complete their first purchase

Don't convert leads who are still in the decision-making process — keep them as leads until they've made a commitment.

How to convert a lead

From the lead record

  • Go to Leads

  • Find and open the lead you want to convert

  • Click Convert to Client in the top right

  • Review and complete the conversion form

  • Click Convert

Quick convert from the list

  • Go to Leads

  • Find the lead in the list

  • Click the more options icon (three dots)

  • Select Convert to Client

  • Confirm the conversion

The conversion process

When you click Convert, you'll be guided through these steps:

Step 1: Confirm client details

Review and update the information that will create the client record:

  • Business name — for B2B clients, enter the organisation name

  • Contact name — the person you've been dealing with

  • Email — primary contact email

  • Phone — contact phone number

  • Location — their address or location

Step 2: Set client type

Choose the appropriate category:

  • Tour Operator

  • Accommodation

  • Attraction

  • Corporate

  • Retail Customer

  • Other

This helps with filtering and reporting later.

Step 3: Add to organisation (if applicable)

If the lead represents a person at an organisation:

  • Search for an existing client organisation

  • Select it to add this person as a contact

  • Or create a new client organisation

Step 4: Apply tags

Add any relevant tags to the new client:

  • Select from existing tags

  • Create new tags as needed

  • Common tags: "New Customer", year of first booking, referral source

Step 5: Link first booking (optional)

If they've already made a booking:

  • Click Link Booking

  • Search for their booking

  • Select it to associate with the new client

Step 6: Complete conversion

  • Review all details

  • Click Convert to Client

  • The lead is converted and moved to your clients

What happens during conversion

Data that moves across

All information from the lead transfers to the new client:

  • Contact details

  • Communication history (emails, calls)

  • Notes and observations

  • Tasks and follow-ups

  • Files and attachments

  • Activity timeline

Lead status

The lead record is marked as "Won" and archived. You can still see it in your lead reports, but it's no longer in your active pipeline.

New client record

A new record appears in Clients with:

  • All transferred information

  • Status set to "Active"

  • Type set to your selection

  • Tags you applied

Converting to an existing client

Sometimes a lead is actually from an existing client — perhaps a different contact at an organisation you already work with.

Merge with existing client

  • Start the conversion process

  • At the organisation step, click Link to Existing Client

  • Search for and select the existing client

  • Choose how to handle the contact:

- Add as a new contact at that client - Merge with an existing contact

  • Complete the conversion

The lead's history is added to the existing client's record.

Automatic conversion

In some cases, leads convert automatically:

Booking made

If you've enabled automatic conversion:
​

  • When a lead makes a booking, they're automatically converted

  • A client record is created with the booking linked

  • You're notified of the conversion


​

Enable automatic conversion

  • Go to CRM Settings

  • Click Lead Settings

  • Turn on Auto-convert on booking

  • Choose default settings for auto-converted clients

  • Save

Post-conversion tasks

After converting a lead, consider:

  • Welcome email — send a welcome message as a new client

  • Update records — add any additional information you know

  • Create segments — ensure they're in relevant marketing segments

  • Set follow-ups — schedule post-purchase check-ins

  • Request feedback — after their first experience

Conversion reporting

Track how well you convert leads:

Key metrics

  • Conversion rate — leads won / total leads

  • Time to convert — average days from lead to client

  • Source performance — which lead sources convert best

  • Team performance — conversion rates by team member

Viewing reports

  • Go to Insights

  • Select CRM Reports

  • Choose Lead Conversion

  • Filter by date range, source, or team member

Tips for successful conversions

  • Don't rush — ensure the lead is truly committed before converting

  • Complete details — take time to fill in all available information

  • Apply tags — good tagging from the start helps later

  • Link bookings — connect any bookings to the client record

  • Follow up — a converted lead is just the beginning of the relationship

Handling unconverted leads

Not all leads convert. When a lead decides not to proceed:

  • Open the lead record

  • Change status to Lost

  • Select a reason (price, timing, competitor, etc.)

  • Add a note with any details

  • The lead is archived

This data helps you improve your conversion process over time.

Converting a lead is a moment to celebrate — it's the start of a new customer relationship. Take time to set it up for success.

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