In sales, what does lead generation refer to?

Lead generation is the process of identifying and attracting potential customers interested in a product or service. This involves various strategies and tactics that aim to generate interest and create a pool of leads that sales professionals can then develop into clients or customers. It is a vital stage in the sales process because the quality and quantity of leads can significantly impact overall sales success.

In this context, lead generation forms the foundation for other sales activities, including nurturing leads, qualifying prospects, and ultimately closing deals. The focus is on gathering information about individuals or businesses that may have a need for what the salesperson is offering, thus creating an opportunity for further engagement.

The other options refer to different aspects of the sales process. Closing deals pertains to finalizing agreements with customers, analyzing market trends focuses on understanding broader market dynamics rather than individual customer acquisition, and securing repeat business deals with existing customers instead of attracting new leads. Each of these plays an important role in sales but does not define lead generation specifically.