BEST PRACTICE: Lead and they will follow

Leads are accumulated in two ways. Either businesses publicise their message to the world via advertising or a website and then wait for people to get back to them, or they make a list of businesses likely to need their product/services and take the initiative of making contact. Most businesses do both, yet choosing the most successful method of generating leads relies as much on the character of the target business as it does on the product/service being sold.