So you're finally getting some leads for your agency.
Maybe your lead gen is working, your outreach is getting responses, maybe your calendar finally has actual discovery calls on it.
But nobody's buying.
They all tell you "they need to think about it" or "they'll get back to you next quarter" or some other bullshit excuse.
And you're starting to think there's something wrong with your leads. They must be the wrong people, right? Maybe you need to switch your targeting, try different channels, hire another lead gen agency...
Let me stop you right there.
I used to think the same way. When my coaching business wasn't converting I'd blame my marketing, my positioning, my ideal client profile. But here's the uncomfortable truth: If people are willing to get on a call with you, they have a problem they want to solve. And they have money to solve it.
They're not the wrong leads. You're just not selling right. See, most techies (myself included) think sales is about explaining our solution. We believe that if we can just make them understand how awesome our solution is, they'll buy.
But that's not how sales works. Sales isn't about your solution. It's about their problem. And you're probably not spending enough time there. You're jumping to your solution way too fast, before the pain is truly felt, before the cost of not solving the problem is crystal clear.
When was the last time you made a potential client pause and stare into space on a discovery call? When was the last time they opened up about their deepest struggles? Their real fears? Never? That's your problem right there.
You're having surface level conversations about surface level problems. And surface level problems don't get solved with five figure contracts.
Stop looking for better leads.
Learn to go deeper with the ones you have.