Sales is like water flowing through a pipe. The bigger the flow, the more comes out the other side.

If you only have a trickle of leads, even the best closing skills won’t save you. But if you have a flood of leads, even average closing skills will bring in serious revenue.

That’s why the best sales organizations focus relentlessly on lead generation. They don’t just celebrate conversions; they focus on building the top of the funnel so big that sales at the bottom become inevitable.

Your revenue is directly tied to how many people show interest in your product every single day. If you want bigger revenue, you need a bigger flow of leads.

Dr. Smith Ezenagu is the Chairman of Esso Group, a diversified conglomerate shaping real estate, finance, education, and media. Dr. Smith Ezenagu is recognized as a real estate & investment mogul, life coach, and private equity expert. He leads Esso Group and its subsidiaries: Esso Properties (awarded Nigeria’s Most Innovative Real Estate Company in 2024 and recognized as the best real estate company in Nigeria), Esso School of Enterprise (the leading institution equipping entrepreneurs), and Esso Capital (delivering smart, trusted financial solutions across Nigeria).