As a marketer or sales professional one of the main focuses of your time is nurturing and increasing the number of leads coming into your business. But there's a big difference between getting huge numbers of contacts into your database and finding good quality leads, that are ready and willing to buy from you.
Knowing this difference can have enormous effects on your bottom line, because although you may be attracting large numbers of leads, your conversion rate will be low. Why? Because the majority of those contacts will be simply irrelevant or just not prepared to buy yet. These leads are to put it bluntly, 'time-wasters' and not worth your effort. Harsh we know, but true!