You don’t need me to tell you that there’s never been a better time to be an entrepreneur than right now.
Compared to even just a few years ago, it’s now easier than ever for companies to do business with pretty much anyone on the planet – provided they have an internet connection.
With the ability to cast such an incredibly wide net – and to do so with much less effort than it would have taken a few years ago, you might assume that approaching lead generation as a “numbers game” would be an effective way of doing business.
The problem, though, is that the vast majority of people you reach aren’t going to have a need for the products or services you provide.
And even if they would benefit from using whatever it is you offer, there are a variety of factors that could end up getting in the way of them actually making a purchase.
Not everyone that comes to your door (or website) is going to be a good fit for your company.
Or, if they do end up making a purchase despite not being a good fit, they probably won’t end up returning anytime soon. We’ll talk more about this in a bit.
The point here is that you absolutely need to qualify the leads that engage with your brand from the very first moment you come into contact with them.
In doing so, you’ll be able to focus your energy on providing value to those who have a high probability of converting, rather than wasting resources on those who don’t.