This article is a classic example of pointing out a practice that, once it’s pointed out, seems obvious–yet few companies actually do it, and do it well.  The gist:  Many companies are good at developing new leads; and many companies (sometimes even the same companies!) are good at closing deals.  Few companies are good at converting new (i.e., “cold”) leads into ready-to-commit (i.e., “hot”) leads; instead, most companies initiate the first contact with leads, then wait for the lead to spontaneously combust into a ready-to-sign customer.

Clate Mask, the author of this article, reminds us that each contact with a potential customer warms them up a little; and while a very small percentage of “cold” leads become “hot” leads, you can increase this percentage if your frequent (but not annoying!) contacts move the customer from cold, to cool, to tepid, to lukewarm, to warm, to hot.  It’s therefore a good idea to focus as much on cultivating existing leads as you do on generating new leads.