It’s easy to get caught up in conversion rates. “We’re at 20%,  if we can get to 30%, we’ll be unstoppable.” But here’s the truth: obsessing over percentages can distract you from the bigger picture.

Twenty percent of 50 people is only 10 sales. But 10% of 1,000 people is 100 sales. Numbers beat percentages every single time.

The real game is to increase the size of your pipeline. More leads equals more chances. More chances equals more sales.

Focus on the flow of people declaring interest in your product, and your business will always have room to grow.

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).