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A lead is a business or individual that could be a potential customer for your business. They could be a customer that requested a quote from your website, called you on the phone, or even someone that a past or previous customer referred you to.

Leads have different values depending on the potential of the work you could be doing for them. For instance, if you do work for businesses, your business leads might be more valuable than typical non-business leads, as businesses frequently have bigger jobs which you can charge more for.

The goal for all leads is to convince them to be a customer. There are many ways to do this, which could be as simple as showing up and providing a quote, or as complex as calling and emailing the lead to offer deals, discounts, etc.