Lead generation is about building your customer base through retaining and adding new customers. Lead generation is an essential process to consistently acquire new commercial business through the design, production, and direct marketing tasking efforts within your sales area. Marketing is the same thing as lead generation, which is the process of systematic customer awareness communications. The process involves a proven 12-step lead generation implementation plan using inhouse or managing outsourced services. HVACPro business system provides an easy step-by-step commercial HVAC service business development plan.