"We just need more leads."

I've heard that sentence more times than I can count over 20+ years in sales and business development. Sometimes it's true. More often, it isn't.

The leaky bucket

If you're pouring water into a bucket with holes in it, more water isn't the fix. You'll spend more and still end up with roughly the same amount.

Leads work the same way. Before spending more to get them, it's worth an honest look at what happens to the ones you already have:

  • How quickly does someone get back to a new enquiry?
  • How many enquiries get a proper follow-up – not just one email?
  • Where do good prospects go quiet, and do you know why?
  • Are you clear on who your best-fit clients are, or chasing everyone?

Most businesses don't know these answers off the top of their head. That's usually where the growth is hiding.

Speed and follow-up

The simplest fixes are often the least exciting. Replying the same day rather than later in the week. Following up a second and third time instead of assuming silence means no. Picking up the phone instead of sending another email.

None of it needs a new tool or a bigger budget. It needs someone to own it.

Focus beats volume

The other trap is trying to be for everyone. It feels safer – more people to sell to. In practice it means a vague message, a lot of poor-fit enquiries and a sales process that's tiring for everyone.

Getting clear on who you're really for usually means fewer leads at first. But they're better leads, they convert more often and they tend to be the clients you actually enjoy working with.

Where to start

If you want to try this, keep it simple:

  1. Look at your last 20 enquiries. Track what happened to each one.
  2. Find the biggest drop-off point. That's your first job.
  3. Write down what your three best clients have in common. Use it to sharpen who you go after.
  4. Only then decide whether you need more leads – and if so, which kind.

You might find you don't need more at all. You need to look after the ones you've got.

A fresh pair of eyes

It's hard to spot the holes in your own bucket – you're too close to it. If you'd like an honest outside view on where growth is getting lost, I'm happy to help. Book a free 20-minute fit call and bring whatever's on your mind.