I know that sounds like I'm splitting hairs, but hear me out.
I've been looking closely at the kind of work I'm doing lately, and it hit me that there are actually several things happening between “I need customers” and “I have customers.”
First, you have to find the people who could actually buy from you. Then you need to figure out who the right person is to speak to, get in front of them, give them a reason to listen, follow up when they don't respond and eventually get to an actual sales conversation.
That whole process is where things can get messy.
What happens after you find them?
So when a business owner tells me, “We need more leads,” my first question is becoming: “Okay, what happens after you find them?”
You can have 100 names sitting in a spreadsheet and still have no business.
You can also have 10 really good prospects and have a completely different situation when you know why you're contacting them, who you're speaking to, what you're offering and what you want to happen next.
Finding the opportunity is one thing. Knowing what to do with it is another.
That's why I'm becoming less interested in the whole “let's get more leads” conversation.
I want to know who we're looking for, why they're a good fit, who we need to speak to, how we're going to start the conversation and what happens after they respond.
That, to me, is where the interesting work is.
And honestly, I'm enjoying digging into that part more and more. 👀
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