Why I Deleted 5212 Leads Yesterday
My ego took a huge hit this week.
On Monday I sent an email with the best offer I have ever made in my 15 years as a business owner.
Truly, it was a no-brainer for anyone with even the slightest interest in growing their company’s sales by at 2x in the next year.
I sent the offer to 5214 people on my email list.
Two of them took me up on the offer.
So I deleted the other 5212 leads.
Everyone has a list of potential prospects (if you don’t, you are not in business). Whether that is a list of emails or phone numbers or both, you have a pool from which you expect to make sales.
And, here is the cold hard truth… most of them are crap.
The list I sent my offer to wasn’t a random selection from my email list. It was carefully chosen to purposely uncover people who are never going to buy from me.
I chose them specifically so I could, in good conscience, delete them.
The list was people who have been on my email list more than four years and who have never spent a penny with me.
That is, they have been getting my very best ideas, advice and offers for more than 48 months and have never taken advantage of any of it.
They do not find value in my work but are too nice or too lazy to unsubscribe.
So, I did it for them.
And, in doing so, we all win.
Here are 5 reasons you should cull your “lead” list as well.
- You stop deluding yourself that your pipeline is bigger than it really is. It is easy to look at your database and think, “Wow, I have 1000 people I could reach out to”. But, since up to 80% of them are not really leads but just deadweight, you just fooling yourself. Instead of 1000 prospects, you only have 200.
- You stop screwing up your metrics. If you send an email to 1000 people, 80% of whom are dead leads, and you only see a 4% buy (or open or whatever else you consider success), you might think your offer is garbage. But, if you sent that same email to your engaged leads, you might find the purchase rate is closer to 25%. Having junk leads on your list skews your metrics to the low side and provides erroneous data about how good (or bad) your offers really are.
- You stop killing your email deliverability. Yes, sending out 100 emails to people who don’t open hurts you. All the big email providers will punish you (if your deliverability and open rates are low. That means your good prospects don’t ever see your offers because you end up in the spam folder.
- You stop wasting time talking to people who will never buy. If you make calls instead of sending emails, you are wasting hours and hours dialing people who are never going to buy from you. Why not spend your time on fresh people who will actually answer the phone and listen to you?
- You stop hoping for sales and create a sense of urgency about filling your pipeline again. When you delete crappy leads and see your pipeline numbers plummet, your fight-or-flight instinct kicks. You start doing whatever it takes to build those numbers back up with real leads. And that leads to sales and real dollars in your bank account.
I’m not going to lie – it is a huge blow to your ego to watch your pipeline disappear.
If you are being honest in your culling dead leads, you are probably going to delete up to 60% of your pipeline.
But wouldn’t you rather suffer a short-term hit to your ego and then start putting real dollars in your pocket?
I’m challenging you this week to kick your dead leads to the curb and share your number with the community in the comments below.
Mine is 5212 (so far).
If you need help refilling that pipeline, here are a few articles to help you:
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