Lead generation Common Truths:

When it comes to lead generation, there are three common truths:

1. In order to avoid the revenue roller coaster that plagues many professional services businesses, you need to generate a steady stream of leads.

2. For most professional services, prospective clients do not make "impulse" buys. Buying has to make it to the top of their to-do lists for any of your sales to happen.

3. As much as you (the seller) might like to shorten the sales cycle, buying complex, important, trust-based services takes time. The initial lead will only happen if the buyer thinks of you when a need that floats to the top of the to-do list, (the "elusive time of need").