Had a conversation recently that stuck with me.
A business owner was stressed about lead gen costs going up, ads not converting as well, the usual. I asked how many enquiries they’d received in the last 12 months that never turned into a sale.
They had no idea. Hadn’t thought about it.
When they looked — it was hundreds.
People who’d reached out, shown genuine interest, and just… never heard back after one or two touchpoints. No follow-up system, no re-engagement, nothing.
The thing is, most of those people didn’t say no. They just went quiet. Which means a decent chunk of them are still in the market — they just moved on because someone else followed up better.
Not saying ads and new lead gen don’t matter. They do. But a lot of businesses are pouring money into the top of the funnel while ignoring a list of warm contacts that already exists.
Worth auditing before spending more on acquisition.