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Before diving into the six steps, it is worth understanding why so many businesses find lead generation so frustratingly inconsistent. The answer, in most cases, is not a lack of effort — it is a lack of system.
Research consistently shows that 80% of sales require five or more follow-up contacts to close, yet the majority of businesses give up after one or two attempts. Meanwhile, 80% of businesses fail within their first five years, often not because their product or service is poor, but because they never built a reliable, repeatable engine for attracting and converting new clients.
The businesses that grow consistently are not necessarily the ones with the biggest budgets or the most sophisticated technology. They are the ones that have installed a structured system and execute it with discipline. As Steve puts it: "Hoping things will get better is not a strategy. Action is the key."
The six steps below give you that system.
The Six-Step System to Generate More Leads and Grow Your Business
Step 1: Overcome Obscurity — Get Your Business Known
The first and most fundamental challenge for any business is obscurity. If your ideal clients do not know you exist, nothing else matters. The goal of this first step is to generate a consistent, qualified flow of leads through targeted, multi-channel marketing activity.
This does not mean being everywhere at once. Steve is emphatic on this point: focus on just three channels that work for your specific niche, master them, and only then consider expanding. Trying to maintain a presence across every platform simultaneously leads to diluted effort and mediocre results on all fronts.
Equally important at this stage is niching down. Specialists consistently command higher prices and attract more targeted leads than generalists. A business that positions itself as a marketing consultant for professional services firms will always outperform one that claims to help "any business" — because the message is sharper, the audience is clearer, and the perceived expertise is higher.
Step 2: Consistent Communication — Build Your Reputation Through Repetition
Generating a lead is only the beginning. The second step is about turning that initial contact into a genuine prospect through consistent, structured communication. This is where most businesses fall short — they make contact once or twice, receive no immediate response, and move on.
The data tells a different story. The most successful businesses maintain long-term nurture sequences that keep them front of mind with prospects over months and years. Steve shares the example of a client who purchased after fifteen years of receiving weekly marketing emails — a sale that would never have happened without that consistent, patient communication strategy.
The practical implication is straightforward: build an email nurture sequence, commit to a regular communication cadence, and never abandon a prospect simply because the
If you want to know more from me and you want to benefit from nearly 30 years of experience helping thousands of businesses in hundreds of industries all over the world and the time that I've spent learning from the worlds leading masters in the world of sales and marketing, the next step for you is to book a one-to-one meeting with me and you can do so by going to resultsmastery.com thanks very much for listening.
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