Hey there!
A few weeks ago, I asked a new client, “What have you tried so far to fix your slumping revenue?”
Her shoulders slumped as her hands held up her frowning face, “Welp, Jay!.. We tried that whole lead gen thing! I thought maybe it’d fill our pipeline with dozens of new prospects. [shrieks and grumbling noises] HUGE waste of time and money, Jay!”
Like I told her… “I get it.”
On paper, a calendar stuffed with calls from interested prospects sounds like the answer. But in reality, it just filled her week with no-shows, time-wasters, and people who thought they were booking a call for something totally different.
That’s what we’re digging into today - why lead gen volume isn't your golden ticket, and what actually moves the revenue needle instead.
P.S. At the end, I share 3 steps I’d recommend instead - that you can knock out yourself in the next 30 days.
Let’s get real. Lead gen agencies love to pitch the dream: Daily sales calls, 10-15 new clients a month, automated outbound magic. But here’s the problem they skim over:
Most B2B consultants and agencies can’t even take on 15 clients a quarter, let alone per month.
So why build a marketing engine that floods your calendar with 100 conversations to close 10?
Especially when the majority of those calls will be with:
People outside your ICP
People confused about what you actually do
People who were never going to buy anything, ever
It’s like ordering a Costco-sized pallet of bananas for your twice-a-week protein shake. Looks impressive. But mostly just sits around and rots.
Here’s what’s really going on:
When revenue dips, the default reaction is more leads = more money. But that logic only works if:
Your offer is crystal clear
Your positioning filters out the wrong-fit clients
Your sales process isn’t burning your time and energy
Lead gen doesn’t fix any of that. In fact, it amplifies the broken parts.
Not only have I done this myself, but I've seen many many clients dump thousands into LinkedIn DMs, cold email campaigns, or pay-per-call funnels.
They end up overwhelmed, frustrated, and somehow less profitable than when they started.
What they actually needed was:
An offer that speaks directly to their best-fit clients
A system to attract fewer, better leads
A sales process that doesn't hijack their entire week
Because most consultants aren’t trying to build a call center. They’re trying to work with a handful of clients at a time, deliver high-value results, and protect their time and energy.
So if your goal is to:
Work with 3-5 high-quality clients at once
Reduce the number of sales calls you take
Spend more time delivering, less time chasing
...then your focus should be on offer clarity and strategic positioning, not lead gen volume.
Your takeaways
If your calendar is full but your bank account isn’t, the problem isn’t leads. It’s likely your offer is unclear, your sales calls are misaligned, and/or your targeting is off.
Instead of investing in volume, invest in clarity. One solid offer, positioned well, will outperform 100 frenetic leads every single time.
I’ll leave you with the approach I’d use if I were you: Pause your lead gen campaign for the next 30 days, and reinvest those hours to:
[days 1-10] Dial in your signature offer
[days 11-20] Develop a killer wedge offer
[day 21-30] Let the right people know about it, the right way
I bet you’ll have a handful of the right leads… without calendar chaos.
💡 P.S. If you decide to turn your lead gen back on at day 30 - now chock-full of clarity about your offer & ideal client, and an easy front-door offer - watch your results skyrocket.
Or if you decide you want some help…
📌 I’ll help you attract fewer better-fit leads, without stuffing your calendar with 100 sales calls inside the Offer Accelerator.
Resources to help you grow your biz. Add yours by earning a shoutout or paying.
🪜 Write the book you’ve been putting off, with ease and confidence
🪜 I get that you sell services, but there’s a lot you’ll learn about positioning by listening to this interview with April Dunford
🪜 Chris Do gave a different feeling and definition to sales (the part of your job you think you “suck” at)
🤘🏼
Jay Melone
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