Let’s start this out with a single truth: A lead is the name and contact information for someone who is potentially a future client. That’s it. It’s not something fancy. There are no semantics (although lots of “experts” will make you think so). If you have a single way to contact that person, then that is a lead. Some “gurus” define leads as having a full name, a phone number (at minimum), and have expressed interest in your services. Sorry, that’s wrong. Especially with the advent of the Internet. A lead is sometimes even JUST an email address. No name. No phone number. Sometimes it’s even Mickey Mouse or Arnold Schwarzenegger (you know, those fake-name sign-ins who give you a real email address). Now, don’t get me wrong, you definitely want to move the lead along, get them to become a prospect, then a client, then a closed client. That’s typical. But don’t make the mistake of thinking a lead is “dead end” or not viable because you have only an email address. All leads that have a legitimate way to contact them are viable. Every. Single. One. Even the ones that are only an email address. Even the ones that say “no.” –

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