Hardest part of the sales process

Hi everyone, I’ve been an entrepreneur for the last decade across multiple businesses and always found that top-of-the-funnel was consistently always the problem I.e. finding and doing demos with people who might be interested. My demo-to-sale conversion has always been above 40%. I’m now thinking - is this a me problem or does everyone else have the same issue? Am I just really bad at filling top-of-the-funnel?