5 Reasons Why Good Leads Go Bad

I’m calling Sandler onto the floor for this blog: Rule #41, the one about “No Bad Prospects, Only Bad Salespeople” must have been written by Sandler on a gloomy day. The truth is, sometimes we get leads that are the ‘red-headed stepchildren’ of prospects. And we’ve ALL BEEN THERE. 

But when you have good leads – leads tailored to your business, your niche – how do those go bad? And more importantly what if they keep going bad? 

Because, honestly, if you’ve got qualified leads, and you’re not closing them after a few weeks, or months, you’ve got to ask yourself some questions. And I mean some of those deep, ugly, questions. 

I’m game if you are, so let’s start. You’ve got the leads. Now what?  

Here are 5 things I beg you NOT to do…


Leads need to be nurtured. REPEAT AFTER ME: Leads are not guaranteed sales.   
First — and I cannot stress this enough — the number one mistake I see agents making is jumping the gun on a “guaranteed” sale. There is a reason they’re called “LEADS” not “SALES, am I right? 
Warm your prospects. Get to know them, and perhaps more importantly, let them get to know you.  
Call. Put on a smile, dial the number, and use your dazzling charm. Make sure to (re)introduce yourself and why you’re calling. Just don’t leave a voicemail yet. You want your lead to actually pick up the phone.

When it all comes down to it, nothing trumps execution.

— Gary Vaynerchuk 

Educate. Offer resources, materials, websites, checklists. Set yourself up as a knowledgeable and valuable resource.  

Use Social. Connect on social media. Let leads know you’ve got lots of valuable expertise up your sleeve by producing a constant trickle of helpful content in the spaces they use to gather information.


If you really pay attention, the prospect will tell you exactly what they want or need. Respond with a sales pitch that addresses those needs. Believe me, they’ll buy it! What you gain from nurturing your leads pays off if you keep listening and pay attention.


They weren’t ready… at that moment. Be patient. Give them time. Let your marketing drip, drip… Drip. Stay in touch. Check-in occasionally and continue to develop the relationship. You’ll be at the forefront of their minds when they are ready to buy.

Sales are contingent upon the attitude of the salesman – not the attitude of the prospect.

–W. Clement Stone, Author of The Success System that Never Fails 


“Sincerity is the key to success. Once you can fake that, you’ve got it made.” Groucho Marx was on to something here. Sincerity is the key to building trust and establishing a relationship with a prospect who will become a customer.

Sincerity is the key to success. Once you can fake that, you’ve got it made. 

— Groucho Marx 


The “I’m doing you a favor by selling to you” attitude. C’mon, we all know someone in the business that fits this mold. Don’t be that guy. When it comes to sales, attitude can be more important than skill.

Many financial professionals find themselves in situations where great prospects don’t turn into tangible customers – and it can be extremely frustrating. And no, it’s not always the salesperson’s fault (sorry, Sandler). But if you find that you have qualified leads that fit in your niche and you can’t seem to close them, it may be worth taking a closer look at your practices.

Investing in a lead program tailored to your industry and hearing from sales experts can help you better identify qualified leads and ultimately generate higher revenue. That’s where we come in! Let us show you DMI’s new Leads Program. Our solutions help businesses find and capture more high-value prospects, convert sales leads faster, build trust through customer satisfaction initiatives, and increase revenues through proven methods. Reach out today for DMI’s Lead Program to help grow your business!


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