You don't want the cheapest lead cost.
In this monologue, Eric Deeran challenges the common focus on minimizing lead acquisition cost, arguing that the cheapest leads are typically the poorest performers. Drawing on experience with around 800 clients, he explains that higher‑cost leads consistently book at higher rates, show up more reliably, and close at higher percentages, also delivering a higher average order value (AOV). He outlines the key metrics he evaluates—lead cost, cost per qualified call, show rate, and close rate—and shares his own results: an 80‑82% show rate and a 35‑40% close rate, achieved by paying more per booked call. Deeran prefers to structure his sales organization around fewer, higher‑performing salespeople who close more revenue, rather than a large, bloated team handling cheap, low‑quality leads. He emphasizes that investing in higher‑quality leads leads to better sales outcomes and more sustainable, higher‑earning sales staff.
