Ask any entrepreneur what they need to make more sales, and no matter their profession, they will most likely say leads. But the reality is, you don’t need more leads! Just like referrals, they’re simply one part of your business and without a plan to convert those leads, you’re not going to see your sales increase. That’s right! What really counts is your conversion rate, which explains a great deal about the quality of the lead and the quality of the system used to convert that lead into a closed transaction.