I’m not a gambler, so I have not bet on a lot of horse races. But when I do, I rarely bet on the 50-to-1 shots. Sure, it’s great when they pay off, but they rarely do.

I’m guessing that most business owners are like me. They don’t like to bet on long shots… except in the area of lead generation. There seems to be some magnetic pull towards every long shot lead generation technique under the sun. It’s exciting to think that some shiny new technology provides the secret that you have been missing. However, just like at the horse races, long-shot lead-generation techniques rarely pay off.

Before you consider enthusiastically running in what might be the wrong direction, let’s see if more leads is the answer or do you need to take a closer look at your overall marketing and sales process.