New customers – not government contracts – key to growing a small business

After 10 years starting and building businesses in Africa, there is one question I ask every entrepreneur I work with: Do you have effective lead-generation and -conversion systems in place?

In my experience, very few startups answer this question with a yes. Having started my own businesses, I know how hard it is to access and retain new customers. But there are a few steps that I’ve found help in developing a strategy for doing so.

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