This is a risky post to share.

This is a risky post to share. I'm going to share something about sales and marketing that's going to absolutely shock you, especially if you run a business. Now, you're going to want to bookmark this and come back to it. This could be the highest value video that I ever make because there's something that they're not telling you. So this post will change the way that you think about getting customers. And who am I to say? So I run a company that specializes in growing businesses. And we're very good at it. I've generated millions of leads across so many different sectors. So bookmark it. And this is it. Lead generation is nowhere near as important as what you think, or the lead generators are telling you. There are companies out there making millions of pounds generating and selling leads. Now, here's the curveball, okay? Businesses, they believe their life, their blood to the business is leads. And lead generation companies know that. And lead generation companies want businesses that want to buy more leads, as many as possible, because that's how they make money. Businesses, they don't necessarily want leads. They want sales and business and paid customers. And they think that to generate more leads, that will bring in more business. And the lead generators know that. Now, would a lead generator want to sell 100 leads to a business or 1,000 leads to a business? It might seem like a stupid question. They'd obviously want to sell 1,000 leads to a business. The only problem is is that businesses, I would say 90% of businesses are not equipped to handle leads anyway. They don't understand them, they don't understand lead nurture, they don't understand appointment setting if they're in service based businesses, and a lot of them don't understand closing. But they believe that lead generation is the most important part to the business. And lead generators are okay with that. In fact, the worse they are at converting them into appointments, as long as they're just not like getting any appointments, the worse they are at converting them into appointments and sales, almost the better for the lead generators, because the companies will need more leads. When the actual situation is is that the businesses need to be better at converting the leads into appointments and sales, and then converting the appointments and sales into paying customers at much higher rates. So therefore, they don't need as many leads. And the lead generators don't want the businesses to know that. So this is how it's normally broken down. So a business could get 100 leads, they would convert 10 appointments out of the 100 leads, okay? And then they would turn if they're not bad at closing, they would turn three sales out of the 10 appointments into sales. Now, this is not a great conversion right across the board, right? And companies seem to think that they need to always improve this number here. When the real fact is is they're not converting enough of the leads into opportunities, and the agencies do not want them to to to fix this problem. Because the companies feel like they need to fix this problem here, and the way to do that is to times this by 10. So if they times this by 10, it'll turn into 1,000 leads, which would mean that they would get 30 sales. So the lead generation companies won't say, hold on a minute, if you fix this situation here, your sales will automatically go up because the close rate here isn't so bad. Now, look at this from the same budget. 100 leads, 40 appointments, and 13 sales, okay? The conversion rate is the same, roughly, but this is where we've improved here, okay? Now we don't need to buy 1,000 leads. We can uplift it a little bit or we can stay the same, but the fact is is that people are always focused on this area here, rather than focused on this area, which is converting the leads really quickly. And that is the secret. And most lead generators don't want to tell you that because they want the leads to keep flowing and keep the revenue going. So fix your lead nurture.