Your Business Doesn't Have A Lead Problem

Most founders who think they have a lead problem do not have a lead problem. They have a conversation problem. More leads fed into a broken conversation process produces more of the same result.

Why Lead Generation Is Overemphasised

Lead generation is visible and measurable. What happens after the lead arrives is harder to measure and therefore gets less attention.

The Conversation Gap

The conversation gap is the distance between what a prospect needs to hear to trust you and what most founders actually say in their first interactions. Most founders lead with what they do. The prospect is asking can this person solve my specific problem.

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Converting Attention Into Trust

Attention is abundant. Trust is scarce. Trust is built through specificity, consistency and follow-through.

The Networking Multiplier Effect

The most efficient trust-building mechanism available to any founder is a warm introduction from someone the prospect already trusts. The conversion rate difference between a warm introduction and a cold lead is significant.

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Building A Relationship-First Growth Engine

The growth engine that produces the most sustainable revenue for most founders is not a lead generation system. It is a relationship system.

--- *About the author: Jason Barrett is the BNC Founder. He is a former Head of Digital at McCann London with credits including Microsoft, Nike and Apple. He has generated over $5.5 million in revenue through organic social systems for 400+ businesses. Jason built and sold TwitJobs in 2009 and is a Lovie Awards judge. Join the BNC community at businessnetworking.club.*