The Power of The Permission to Believe.
When you are following up on a Lead, it's very tempting to assume it is a Lay Down Sale. After all, the person filled out a form online, or was phone verified or even Warm Transferred to you. But the prospect still needs to know they will benefit by spending the time with you.
If for example you are getting auto insurance Leads, just get Leads with people you know you can help and start the conversation with that. "The reason I reached out to you is I see you are with XYZ company and for whatever reason they charge a lot more in (their state) for the same coverage than my companies do, so I know I can save you money. Most of my clients can even get better coverage and save money both."
Compare that to what 99% of Auto insurance agents say which is some variation of “I see that you filled out a form online, I’d like to verify all of your information, so I can give you a quote.” I’m not saying that won’t work a percentage of the time, or that it is really a horrible opening, these people did fill out a form online after all. But if they are past the moment when they were concerned about what their auto insurance cost and are now distracted by something else, it doesn’t give them a great reason to believe it is a good use of their time to go through the quote process.
I call it The Permission to Believe. Give them The Permission to Believe that if they go through your sales process they will come out better off than they were before.