"To see what is in front of one's nose needs a constant struggle."
~ George Orwell

The challenge I hear more than any other from professional services marketers, leaders, and business developers alike sounds something like this: "We need more leads! When I get in front of a prospect I am able to hit a homerun with 50% of them. What I need is more at bats."

But when you start to look at the lead management and nurturing process within these firms (and your own), you can quickly see that they don’t necessarily need more new leads. Rather, they need to do a better job of working the ones they already have.

Professional service firms in particular are known for dropping leads. The typical scenario goes something like this: A conversation starts and the prospect is not ready to buy within the next three months. You stay in touch with the prospect for the next three months, but then get busy on a big consulting project. Another six months goes by with no outreach or contact with that prospect (who at this point may be ready to buy).

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