One of the most common complaints I hear from clients and their sales teams goes like this:
“These leads are terrible.”
Or, “I can’t work with leads like these.”
If you’ve worked in mainstream niches like financial advisory, interior design, or real estate, you’ve probably heard—or said—something similar.
So let’s address this head-on.
There’s a powerful quote from Dan Kennedy that I stand by:
“There’s no such thing as a good or bad lead, only a lead that hasn’t been worked properly.”
Think about that.
Over my years in consulting, I’ve had leads that went completely silent—only to come back six or even nine months later, finally ready to move forward.
The biggest mistake I see most entrepreneurs and marketers make?
They focus only on the 1% of leads who are ready to buy right now and dismiss the other 99% who aren’t.
But here’s the truth:
A lead is simply a prospect with interest, and many factors influence when and why they make a buying decision.
Just because a lead doesn’t buy immediately doesn’t make it a “bad” lead.
As marketers, our role is to guide leads, to nurture them so that they can make an informed decision.
Instead of writing off a lead, try asking yourself:
“What does this lead need to feel, hear, or understand to make a confident buying decision?”
This question leads you to create a nurturing process that truly supports your prospects.
Because the better you nurture your leads, the more likely they are to convert over time.
Hope this perspective helps you today.
