How to Actually Get Leads (Without Overcomplicating It)
I’ve had a lot of conversations with business owners about how to grow their businesses, and it’s always interesting to see what they focus on.
Some people dive straight into complex marketing strategies, yet completely ignore the basics that actually bring in leads.
The Enthusiastic Business Owner Who Lost His Leads
A while ago, I talked to a business owner who ran a bike rental business in a tourist-heavy city. At first, business was great—walk-in customers, tourists looking for a quick and fun way to explore the city, and partnerships with a few local hotels kept the rentals moving.
But after the peak season ended, reality hit: Where do the next customers come from?
At first, he was getting rentals from foot traffic and hotel referrals, but beyond that, he had no structured referral system, no lead capture, and no way to re-engage past customers.
I am not an expert in the tourism industry, but the fundamentals of lead generation are the same in every business.
- Define the ideal client. Are you targeting solo travelers, families, or corporate outings? Which group is most profitable?
- Make their experience unforgettable, so they naturally refer others.
- Think of it like a marathon race—people love reliving their best experiences. Take high-quality photos of customers riding in scenic spots and send them afterward, so they share them online. This turns them into free marketing.
- If you want a faster reach, work with local influencers or travel blogs to promote your service to the right audience.
But no matter how you approach marketing, the basics never change:
✔ Track every step of the funnel. If you don’t measure it, you can’t improve it.
✔ Have systems in place. Leads should never be lost because there was no follow-up.
✔ Start from your closest circle of influence. Work up a referral system before scaling.
Most Business Owners Ignore the Easiest Lead-Generating Actions
- They don’t capture lead details properly.
- No CRM, no organized system—just scattered notes, lost numbers, and missed opportunities.
- Even a spreadsheet is fine, as long as it’s used, updated, and tracks the point of contact.
- They don’t ask for referrals.
- Your friends, neighbors, and current clients are your best lead sources.
- If someone loves your service, they know someone else who would too—but you have to ask.
- They don’t post and share their own content.
- If you’re not talking about your business, why would anyone else?
- A simple story, a case study, or a customer success story is enough to bring new interest.
- They don’t follow up properly.
- A lead comes in, and instead of reaching out fast, they let it sit.
- Speed matters, the first business to respond usually wins.
- They don’t track what actually works.
- If you’re not measuring how many leads convert, you’re just guessing.
- Every step in the funnel should have clear data to track its success.
“Instead of Being Smart, Be Clear”
My friend Colm always says:
“Instead of being smart, be clear.”
This is where most small business owners overcomplicate things. They think of creating some kind of massive brand identity when they should just aim for being clear on their message.
Take this IKEA ad I saw recently. It’s smart, but IKEA already has brand trust. If you saw the same ad from an unknown brand, you would maybe smile, but you would never remember the company but maybe remember to buy a bed for your kid and go to IKEA.
For most businesses, clear beats clever.
✔ Tell people exactly what you offer.
✔ Make it easy for them to contact you.
✔ Follow up.
That’s it.
Most businesses don’t need better marketing. They need better execution.
3 Quick Questions
- Do you have a system in place to capture and follow up on leads, or are you relying on chance?
- Are you leveraging your existing clients and network for referrals, or are you always chasing new leads?
- Are you tracking what actually works, or just hoping that your marketing efforts pay off?
Getting leads isn’t complicated. But ignoring the basics is the biggest mistake you can make.