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).

Don’t Be A Secret Agent

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We learned a long time ago in business that money follows two things: activity and attention.

Now, we have more resources than ever before at our disposal to get more attention, and yet the number one challenge of most small business owners is overcoming obscurity. This means not enough people uniquely know who they are or how they can help.

As you go into the week, we give you permission to have more fun in and through your business. Enjoy doing things with people you enjoy doing them with while celebrating the people you do them with. Don’t be afraid to hype others up in the process.

Nobody said business has to be boring.


Here are some quick tips for getting more attention for your business:

  1. Do more of the things you enjoy doing while building a story behind it.
    • Go to sporting events.
    • Do something active.
  2. Include people that you enjoy or want to know on a deeper level.
    • Social identity builds strong relationships and rapport.
    • Don’t keep business and personal life separate.
  3. Tell the story behind the story.
    • Share your story through Facebook, Instagram, and Snapchat stories in real-time.
    • Don’t keep your story a secret.


This past week I made a vow to get back to the core values that 90-Day Sales™ was founded on:

  • Have fun with business.
  • Be authentic.
  • Make a huge impact on others.


What fun activities will you commit to in your business to drive more attention through the story behind the story?

Let me know in the comments below, and let others in on the “behind-the-scenes.”

Or, even better, invite others to make the story with you.

How Attractive is Your Business?

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Why Status Sells

Most agents, especially early on, are taught to chase business vs. attract it. Sales advice is filled with platitudes such as “get your name out there” or “hand out as many business cards as possible.” Neither of which positions you as a must-have expert in your industry.

In today’s competitive and saturated real estate business, there’s never been a more important time to have a personal brand status. As a former business professor, I’m confident in saying there weren’t many classes during the schooling process that helped you position and grow your personal brand.

I believe that money follows attention and that status sells.

Statistics tell us buyers use the first person they talk to 67 percent of the time. This is marketing 101 to be the first conversation. The number one challenge small business owners have is overcoming obscurity meaning not enough people uniquely know who you are or how you can help.

When I first moved to Denver to launch my own business I knew exactly nobody in my target markets. However, through these five universal practices I believe any person can develop a status in any market to establish a brand. It’s nobody else’s responsibility but our own to generate more attention for us and our business.

The first exercise we have people do to measure their status is to track incoming demand on a weekly basis. If nobody is reaching out to you about your time, energy, or resources then what is the market telling us? That our business simply isn’t very attractive right now. Here’s the good news, we can work on it!

Here are the 5-steps to help you build your status:

  1. Develop a world-class opportunity statement and market it EVERYWHERE
  2. Get Proximity to Prosper (Target Markets & Influencers)
  3. Think “mini-celebrity” for you, your business, and brand (have fun with it)
  4. Have style but also have SUBSTANCE (must have service to drive referrals)
  5. Purpose of building a status is to help more people by becoming a person of influence

Throughout our first four weeks of the program we’ve focused on your opportunity statement, going into attack mode through a lead generation system, being disciplined through the follow-up “with value”, and packaging up your “free prize” or what makes you different.

Once we have these components in place then it’s time to elevate your status by becoming a person of interest and ultimately becoming a person of influence who impacts through your services. The reality is there are a lot of amateurs out there in our industries and it’s our DUTY to protect the integrity of our service so they don’t become commoditized past the point of repair.

If motivated buyers use the first person they talk to 67% of the time in real estate it’s our job to drive up the probability of being that first conversation. This is through our daily income-producing activities and person of influence activities. You have the plan in place now give yourself permission to go execute and have fun with your business.

How to Drive Massive Referrals

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R&R of the Unique Customer Experience

The term rest and recovery (R&R) isn’t all that different in the referral and repeat business world. We often times must slow down to speed up when it comes to spending time with our new clients. We must educate them on the process they are about to go through along with the exact type of clients we look to do business with (like them). Once we deliver on the service we should also ask for their repeat business and the business of those in their networks who fit our filter. Over 90% of people do not follow-up with past clients or simply do not ask for referrals. This is why we are so big into R&R and slowing down to speed up.

Your “Unique” Customer Experience

This week we tackle the unique customer experience. The challenge with this topic is almost all salespeople, or businesses, have overused and underdone words when describing their services. Words like unique, system, and differentiation are thrown around loosely.

As entrepreneurs, the easiest way to measure whether our services are valued is through referrals and repeat business. We get paid based on the RESULTS we deliver to our clients. The definition we use for referability is when great people tell other great people how great we are. There’s really no other combination that works. This is why we are so big on having an opportunity filter of the people we choose to do business with in the first place.

Let’s revisit Part IV of our opportunity statement which is “how you do it different?” This is your FREE PRIZE. These are the intangibles you bring to every customer or deal.

Examples of a “Free Prize” based on your unique past (experiences/education/struggles)

  • Master negotiator
  • Protect your clients from emotional decisions
  • True educator of the real estate process
  • Get on the inside of where the action is
  • Quick to diagnose the pain/potential of clients wants/needs

We all have some type of unique ability we bring through our services. The challenge is most people simply haven’t done the heavy-lifting to discover their free prize or haven’t taken the time to truly package it. What systematic process do you offer your clients that they simply cannot get anywhere else?

Transactional or Transformational

I believe the agents who win in today’s saturated, competitive markets are those who are in the transformation business. This is where client comes to you one way (confused, scared, nervous) but your services help them leave in an entirely different state of mind (clarity, at ease, calmness, empowered, educated).

Too many agents are in the transaction business meaning as soon as the deal is over their services are discarded. The number one reason agents don’t get referrals from past clients is because the buyer/seller couldn’t remember their name. It’s astonishing that after making one of the “biggest decisions” in a person’s life that the customer can’t remember their agents name six months down the road. This is why we teach a 90-day onboarding system along with our promoter and advocate touches each day.

90-Day Onboarding

I believe every agent should have a 90-day onboarding process to turn new clients to promoters or advocates who feed us those 5.7 additional deals throughout the lifetime of the partnership.

Most agents windshield shop. Meaning they are already onto the next client before the current one has even hit the closing table. They “discard” their own clients rather than asking for more business or even testimonials right away.

We define a “new client” as someone who has done business with you within a 90-day cycle. They aren’t a new client until the they have bought or sold the house in our system. We define it this way because up until that point you were simply doing your job.

During the 90-days following the deal being closed, you should have at least seven personal touches with your new client to turn them into either a promoter or an advocate.

During the actual service part of the process (finding or selling the house) we need to slow down on the front-end to speed-up on the back-end. Spend more quality time with your clients from the very beginning getting to know more about them and their specific trigger buttons. Speak their “love language” so you know what motivates them or what they are looking for in a relationship. We should then use this information during the 90-day onboarding process for personalized touches, gifts, or gestures.

Exercise: What system do you currently have in place for your new clients to get NEW business from them in the form or referrals or repeat business?