When you really break it down, a salesperson who has the highest lead to sales conversions is doing one thing better than everyone else: leading the sales conversation. If you, in your sales role, or your salespeople are not leading the conversations you’re having with prospects, then the only other thing that can be happening is that the prospect is leading. There are only two options. When the prospect leads, the conversation is driven by whatever happens to be on the prospect’s mind, and that may or may not serve the result. The prospect is not focused on the result you’re there to produce. For example, she may be consumed by what she wants you to know about her, yesterday’s difficult department meeting, this morning’s argument with her husband as they left for work, the dinner plans she has for this evening, and yes, the thing she would rather be doing than speaking with you. We all have a finite amount of attention. If you’re not leading, you’re giving your prospects too much room to fill the available space in their hearts and minds with things that won’t lead to a ‘Yes’, even if your product or service is a real solution to their real problem.