Generating qualified leads is the foundation of doing business. The sales process does not even begin unless you have leads that are actually considering a purchase. Successful selling, therefore, begins with market visibility, since people are going to look around once they decide they need something. If they find you, a system must then be in place to "capture" this lead. To do so is accomplished most efficiently by offering these window‐shoppers things like free samples, free consultation or information that serves their other real life needs: tools they can use to save time, money or aggravation.