Multiplying by Zero

Multiply one of something by zero and you get zero. Multiple one hundred of that same thing by zero and you also zero. You’ll get the same result if you start with one million. Or even one-hundred million. No matter how large the starting number, when a zero shows up, the resulting product is always a zero.

This makes learning the multiplication tables really easy, but can throws a real wrench in any system you’re working on. Why? Because failure in one part of the system cancels out all the effort you pour into any other part of it.

What does that mean? If you’re in lead generation, your conversion strategy is only as good as its weakest link. If you’re generating ton of leads, but can’t get any of them on the phone with a sales reps, then you’re wasting money generating leads in the first place.

The corollary is that if you’re looking to quickly drive increases in sales volume, your leverage point is almost certainly going to be the weakest link in your current process. If you can figure out why your leads aren’t getting on the phone and fix it, the impact of one isolated change can quickly show up in your overall performance numbers.

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