Before you go chasing leads, make sure you know what they do. Have an understanding of your prospects and leads possible needs and problems before you contact them. Be knowledgeable about what exactly their company does, and what kinds of benefits they provide to their clients or customers. Imagine how appealing you look to them, if your services promise to help them make money, save money or time, gain competitive advantage or market share, or simply make their life or job easier and look good. Contacting a prospect without any prior knowledge makes you look like a greedy, lazy salesman who didn’t think researching these facts was worth your time. And once you give off this impression, you might as well walk away forever.