Phil RisherPhlash Consulting · No. 1 Digital Marketing Consulting Company For $1m-10m Home Service Businesses 🚀

Your database is not just a list of old contacts. #shorts

26 Jun 2026 · 1 min

Watch on YouTube

0:40

In this YouTube short, Phil Risher emphasizes that the customers already in a company's CRM represent the cheapest and most valuable leads, yet many businesses ignore them. He shares a case study of a company founded in 1956 with a 6,000‑person database that had never been contacted. Instead of spending $20,000 on Google Ads, the company sent a single, targeted email each month for a year, resulting in $263,000 in total revenue, including $33,000 directly attributable to re‑engaging the existing database. Risher argues that people who already know, like, and trust a brand need only regular touchpoints to stay top of mind, making cross‑selling and repeat business far more cost‑effective than acquiring new leads.

Chapters

Well, the customer that you already won is the cheapest lead, and it's pretty much sitting in your CRM and you're ignoring it. We had this company that we work with, they have been in business since 1956. They had 6,000 people in their database and they never reached out to them once. They brought us on because they were spending a bunch of money on Google Ads competing with $100 million businesses next door. And we said, okay, well, before we go and throw $20,000 at the Google gods, let's take these 6,000 people and at least try to cross-sell them and stay top of mind every single month. So over 12 months, we sent out 12 emails, one every single month. Within that 12-month period, we generated $263,000. $33,000 of revenue just from reaching out to the people that were already in their database. The cheapest leads you can get are people that already know, like, and trust you, that just need to be touched base with to have them come back into your funnel.