More leads. Let's buy MORE leads. We need MORE leads!
That's the cry of the sales rep. Or, the business owner. Sales leads mean more business, so it makes sense to buy more of those precious sales leads, right?
Hold on there. Have you made good use of your last round of sales leads? Probably not. Few sales teams and businesses do. They'll run through a set of sales leads, without really thoroughly maximizing each one, and then want more.
What's scary is that their manager or supervisor usually gives them more, without thinking about the costs. Wasted sales leads not only burns through a company's cash, but also makes sales reps lazy and (even worse) dependent on the leads to make their quota. I'm not sure, but I think they call that a "vicious cycle."
Business owners need to take a hard look at how their sales leads are being worked.
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