Do you have a Sales Process?
Not having a sales process is much like baking with no recipe. Something might turn out, but it will rarely be edible. Having a sales process, on the other hand, will be your recipe to control the outcomes the best you can. If you experiment with different processes, like adding a contract rather than just a client opting in by TOS, then you have a control group to compare it to - did that speed up the process? or encourage fall off?