It’s Not What I Thought!
Let me share something I wish I’d known 24 years ago when I first got into sales.
Back then, I was just trying to figure out how to get clients, land the big jobs, and make a name for myself in roofing.
I thought the answer was simple: lead generation.
I figured if I could just get enough leads, the rest would fall into place.
But here’s the truth I’ve learned over the years.
The biggest jobs,
The best clients,
The most profitable opportunities,
They don’t come from the typical lead-generation tactics we’re all taught to chase.
Nope.
The real gold isn’t in the quantity of leads.
It’s in the quality of relationships.
See, those top-tier clients—the ones who bring in the big projects and make it all worthwhile—they don’t just show up because you cast a wide net.
They come to you because you’ve built something they trust.
They see your brand, and they know it stands for something.
They’re drawn to the reputation you’ve cultivated, the relationships you’ve nurtured, and the value you consistently deliver.
Here’s the deal.
You can spend all day chasing cold leads, but the truth is, the best clients are created and earned.
They’re not just handed to you on a silver platter.
You’ve got to put in the work to build those relationships, to position your brand in a way that speaks directly to them.
It’s about showing up, time and time again, with consistency and integrity.
It’s about being the kind of person—and the kind of brand—that people want to do business with.
And that doesn’t happen overnight.
It’s built through every interaction, every project, every piece of content you put out into the world.
So, if you’re out there grinding, looking for the next big client, take a step back.
Ask yourself—am I just chasing leads, or am I building relationships?
Am I positioning my brand in a way that attracts the kind of clients I really want to work with?
Because,
when you focus on relationships and brand positioning, something amazing happens.
The right clients start coming to you.
The big jobs find their way to your door. And those profitable opportunities?
They become the norm, not the exception.
That’s the real secret.
It’s not about more leads.
It’s about better relationships.
And when you get that, everything else starts to fall into place.
Let me know if this helps! Say so in the comments or reach out.
Sincerely,
Lewis
P.S. Here’s a couple more tricks to landing the whales.
- Write awesome proposals; Research and personalize. Executive Summary on the front, super detailed after that.
- Call them.
- Sell them something less expensive first, do an awesome job.
- Concentrate on the How and What, not the why.
- Use case studies and testimonials.
- Link your service to well known brands that you use for materials. Include them in the proposal.
- Describe tangible benefits, not just features.
