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I often speak with leaders of professional services firms about their business development efforts and hear a common lament:

"Put me in front of 10 prospects, and I'll close 80% of them...all I need is more new leads."

My typical response:

"Wow, that's great. You must be doing very well. Do you mind if I ask how many of these prospects are incoming leads or warm prospects—leads coming to you from a referral, your network, or web search where the prospect initiates the conversation—and which are outbound leads or cold prospects—leads you approach directly about your services?"

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