How to Scrub Your Database

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Over the years, I’ve observed hundreds of our 90-day program participants struggle to stay organized with the 500+ contacts that they have proudly obtained over their career. That’s a lot of contacts to keep up with!

What I’ve discovered is that in order to stay proactive with my entire database, I only want to have 200-250 ACTIVE contacts at any given time. Any more than that and I feel like I become overwhelmed, and that is not a good thing!

In order to remedy this, I’ve decided to come up with a way to “scrub” my database. This “scrub” is tied directly to our selling system (just like everything else) and should be done every single quarter.

Here is the exercise:

Take all of your contacts and whittle them down to between 200-250 total ACTIVE contacts based on these 10 Proactive Prospecting™ Selling System categories:

  1. Aspirational (10 contacts): These are people (or companies) who are worth multiple deals for you every 90-days. An aspirational contact is a “big fish” who can take your business to the next level. They have the biggest earning potential of all the selling system categories. We recommend calling on 5-10 aspirational contacts at all times.
  2. Someday (25 contacts): These are people who were in your Fight Club for 90-days, but never become a New Client. If they still fit your filter and you think they will buy in the next 4-12 months, then move them to this category. If you think they will do business in 1-3 months, then leave them in your Fight Club and be more aggressive in your touches.
  3. Climbers (15 contacts): These are people who are “climbing” the ladder of success. These are often younger and/or newer people in their industries and can have more earning potential based on future deals. They may not be able to do business right now, but they will buy in the future (Someday People). Climbers are people you didn’t close in your Fight Club, but will eventually buy your goods or services.
  4. Help List (25 contacts): Any new person you have not met, spoken with, or shared your Opportunity Statement with for the first time goes in this category. These are people you “suspect” you can HELP with your services. Have a conversation with them, share your opportunity statement, and decide if they fit your filter of someone you WANT to do business with.
  5. Fight Club (25 contacts): After the first meeting, if you decide the Help List person fits your opportunity filter (shared beliefs; you know you can help; they are going to use someone in your industry) then move them into your Fight Club. It’s your duty as a sales professional to FIGHT to earn the business through high touch, high frequency over a 90-day cycle.
  6. New/Current Clients (25 contacts): Congratulations you have closed the deal! Now, this is where the real magic happens. We believe every new client should be worth 3 new referrals (assuming you deliver on your promise through a unique customer experience.) New clients are the most exciting since they have a brand new network of people to refer your services to (great clients just like them).
  7. Promoters (25 contacts): A new client turns into a promoter (past client) after the initial 90-days of the relationship is up. New clients are either moved into the category of Promoter or Advocate depending on how many referrals they sent you, or how much you enjoyed working with them (ideal client) during the 90-day onboarding process. Otherwise, move them to your Database category.
  8. Advocates (25 contacts): The highest category of our selling system is an Advocate. They make business fun and are constantly trying to refer new business. In the sales rollercoaster, they have your back and you have theirs. There’s a strong emotional bond between you and your Advocates. On a daily basis, Advocates are the people you spend the most meaningful time with.
  9. Connectors (25 contacts): These are community leaders or influencers who have deep networks of people they can “connect” you with. Asking for introduction meetings from your Connectors should be one of your top lead-gen sources. Whenever your Help List or Fight Club is low, you should lean on your Connectors for more leads through introductions.

Let me know in the comments below if you enjoyed this excercise, or if you have a different method of accomplishing the same goal.

The #1 Thing Destroying Your Brand

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We’ve all read the statistics about the importance in following up:

  • 92% of salespeople don’t follow-up more than 4 times
  • It takes 5+ follow-ups 80% of the time
  • 70% of salespeople don’t have a CRM

If we’ve said it once, we’ve said it a million times. SALES IS A GAME OF PROBABILITY.

If you’ve been in sales any amount of time then you’ve learned the fortune is in the follow-up.

However, there’s a trend we’ve seen in the market lately that isn’t about follow-up but rather follow-THROUGH!

The quickest way to build a brand is by consistently following through on what you say you’re going to do. Conversely, the fastest way to destroy a brand is by not following through.

The reason so many people are poor at follow-up is that they didn’t follow-through on the front end.

“Yes, I’ll give you a call tomorrow (insert name).”

But since the salesperson never wrote it down or plugged it into their CRM system they forgot to do it. And 3-weeks later they are too embarrassed to do so.

Brand reputation is one of the most underrated traits of entrepreneurs (solo-preneurs).

Professionals only have time for other professionals who follow-through. The opposite are amateurs who create an emotional tax on your time and energy.

Personality gets our foot in the door. Character is what keeps it there. Character is consistency that over time creates reputation.

Professionals follow-up-to-follow-through on their value. They have a “fight club” mindset that they are just as good or bad than anyone else in their industry. It’s their obligation and duty to FIGHT to earn the business because they know they can help the other person.


Definition of follow-through: to press on in an activity or process to reach its full completion.

What does great follow-through look like:

  1. Do what you say you’re going to do when you say you’re going to do it.
  2. Have systems in place to decrease slippage or the chances of something falling through the cracks.
  3. Follow through in ALL areas of your life (not just sales)

Part I: As soon as you give yourself permission one time to be late, push something off, or do it when you feel like it then the odds of repeating that behavior drastically increases. Stop giving yourself an excuse to not do what you say you’re going to do when you say you’re going to do it.

Part II: How many times a day do you say, “I need a system for that.” Over 60% of salespeople don’t have a CRM which means the majority of people are poor at follow-up and follow-through. Create daily operations tasks and follow-through time to decrease the probability of slippage.

Part III: The most important area of follow-through is in your own life. Are you following through on chasing your dreams? Stop giving yourself an excuse as to why you aren’t making and keeping commitments to yourself. Hold yourself in higher regards than other people do for your own self.

I work with individuals in industries that are highly saturated and commoditized. What I’ve learned is it’s actually EASIER than ever to stand out. Assuming you do what you say (aren’t flaky).