The closer a prospect is to becoming a client, the more valuable they are.
In marketing jargon:
The further down your sales funnel someone gets, the more qualified they are, more valuable they become.
In non-marketing jargon:
Someone who fills out a form on your website?
That’s like meeting someone cute and getting their phone number.
There’s interest. Maybe something happens. Maybe it doesn’t.
Now, someone you’ve met with, exchanged emails with, determined is a great fit, and they’re one step away from becoming a client?
You’ve basically proposed marriage.
So who deserves more of your attention?
The potential date?
Or the potential spouse?
Yet businesses do something strange all the time.
They’ll spend thousands of dollars on SEO, ads, social media, and marketing trying to get more phone numbers…
while barely following up with the people they’ve already proposed to.
The closer someone is to becoming a client, the more valuable that lead is.
Before you spend more money filling the top of the funnel,
make sure your most valuable leads are leaking out.