Here's an interesting question for you: How much is it costing you to generate one lead?

Here's another equally interesting question: How many leads do you need to generate to create one sale?

I have spent the past two weeks asking those two questions of friends, colleagues, fellow sales commentators, clients and prospects — in fact, everyone with whom I have come into contact. And do you know what? Nobody really knew the answer. Of course, there were some pretty wild, finger-in-the-air guesses, but not one rock-solid, convincing response that you would bet your children's inheritance on.

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