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How to deal with clients not closing?
Posted by on January 14, 2026 at 1:18 amHello everyone,
I've run a few B2B lead gen campaigns the past few years, some successful, some not.
At first when results were poor I thought quality must've been trash and I needed to fix the campaigns. As I've learnt more, I knew something was up and did a lot of research into sales.
I've noticed serious problems with a lot of business' sales systems. Ignoring speed to lead principles and not even using a structured cadence or proper CRM logging.
Despite being business owners, it's like these people can't figure out what a reasonable ROI is and expect every lead to be a warm ready to close deal because they've paid for their details.
Has anyone else experienced this or am I being egotistical?
From my understanding, unless your niche is crazy uncompetitive, this is MANDATORY for success:
1) Speed to lead – contact within 15 minutes.
2) Proper, value driven sales cadence (e.g multi channel 9-12 touchpoints over a couple weeks) – I have some clients who genuinely just spam call their leads everyday…
3) Someone who comes across well during the actual pitch, whether that be phone, email whatever.
Without these requirements is it even worth running a PPC funnel for lead gen? Or should my lead quality bypass all of this??
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1 Reply
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As someone who can be more selective about clients – I wouldn’t take these people on.
If I had to take them on, I’d be educating them about sales and lead handling and how it’s effecting all parts of their business. If they didn’t show improvement, I’d be dropping them as clients.
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Sounds like your not managing expectations. Its kind of absurd to think every lead will close. What are you telling them on the front end to mitigate this.
On the other side of the coin, its on the client to manage MQL, SQL and BQL and close deals.
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You’re not being egotistical. I’ve seen this a lot when you actually track speed to lead and disposition outcomes instead of just CPL. In a few tests I ran, sub 10 minute contact vs next day follow up was basically night and day on booked calls, even with identical lead sources. A lot of clients assume paid traffic equals intent, then do zero work on process and blame the channel. If they are not willing to log touches, follow a cadence, and look at lead to meeting ratios, you can’t really diagnose anything. At that point you’re optimizing ads blind.
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