“I want to grow my business.”

“I need more leads.”

“But how do I get more leads?”

I hear these things over and over from my clients. Maybe you’ve even said them yourself. I have several other articles dedicated to strategies you can use to get more leads, but this article will teach you that more leads alone will not build your business, and certainly will not build a better business.

Let me say that again: More leads are not the key to your business’ success.

Let’s start by walking through the traditional leads-based growth process. You say you need more leads? OK, let’s get more leads. This year, instead of getting 1,000 new leads, get 1,100 new leads. That’s 10% more prospects. Great. And let’s say 25% of your prospects buy your product or service — that’s 25 new clients.

Don’t forget, those new leads cost money, and you have costs to deliver to the new customers.