Well actually, logically, that’s the last thing you should do.
As business owners, it’s almost instinctive: more sales has to come from more prospects, they come from more leads and they come from more enquiries. So that’s where I need to start.
And if all of your enquiries eventually convert into customers then, yes, that is all you’d need to do. But lets face it, our “sales funnels” are not watertight. If only they were!
If you are spending money on promotion, but you have got customers leaking out further down the buying process, then you are wasting money.
And if, like most businesses, you’ve got leaks at a number of different points in your funnel then where do you start?