When you think of unicorns, I am sure the first thing that comes to mind is a mythical and colorful horse with a single horn. Although there are no living, breathing unicorns that I have ever seen, I know unicorns are REAL!

Real unicorns in business refer to an elite privately funded startup that has crossed the $1 billion valuation mark, usually in the technology field.

When you think of business leads, I am sure the first thing that comes to mind is a real-life person who needs and wants to buy what you are selling. Although there are living, breathing people who buy what you sell, I am proposing to you that most business leads are NOT REAL!

A business sales lead is a person or organization that potentially needs what you sell (products, services, or a mix of both). You can define leads as cold, warm, and hot.

I understand that business needs leads to create new sales, but I propose that you have options other than buying names or researching people who are cold leads that require your sales team to spend hours and thousands of dollars trying to qualify and pursue them as prospects.

Chances are, you are not selling to unicorns. Believe it or not, you can buy Pixie Dust on Amazon. Either way, the road to our business-to-business realities always begin and end with people. Happy customers and great relationships lead to referrals, which are often sprinkled with the Pixie Dust of trust!