The High Cost of Buying an “Inexpensive” List by Jae-ann Rock

Posted on Oct 26, 2022 in Blog, Principles of Success, Training and HR

When marketing and selling to Corporate Training and HR, you are always looking for better ways to find new leads. You might attend trade shows, network via LinkedIn, and/or purchase marketing lists from time to time.

But, if you are purchasing an INEXPENSIVE list of contacts, you may be inadvertently using THE most expensive way to source Corporate Training and HR decision-maker contacts!

Although buying an inexpensive list may appear to be a smart option to secure lots of prospects for little investment, this is probably the worst way to go about sourcing leads.

Why?  Well, that “inexpensive” list you purchased probably contains generic, outdated information, gathered by simply compiling other lists of OLD data.  The result?  Bad data.  And, we all know that bad data can create two costly issues for your sales reps and your business:

  1. LOST TIME: Your well-paid, professional sales reps are now forced to WASTE their valuable time and energy wading through all that bad data, trying to find any prospect worthy of a conversation!
  2. LOST SALES/OPPORTUNITY: If your reps are wading through poor-quality data, they are NOT spending that time speaking with qualified decision-makers, nurturing valid leads, and managing current accounts.  This is a huge issue.

The result?  That “inexpensive” list may end up costing you 2-3 times the cost of high-quality market intelligence data, due to the time and energy wasted slogging through it.


On average, the time spent drilling into corporate training organizations “in search of” the right contact breaks down like this:

• 75% of the time is spent LOOKING for the RIGHT person, and

• Only 25% of the time is actually spent communicating with them

So – how much money might you be wasting?  Let’s run some numbers:

  • Assume you are paying $42* per hour to your salespeople.
  • You know that hunting around for decision-makers is not $42/hour work – it’s $14 per hour work!
  • Why pay TRIPLE the cost for this work?  Paying someone $42 per hour to do $14 per hour work just doesn’t make sense.  (But, if your reps are using poor-quality lists to find the “right” people to talk to, this is exactly what you’re doing.)
  • Consider this added factor of loss: Every hour your $42/hour rep is NOT doing the important work (like talking with real decision makers!), it is COSTING you money. This can add up to countless dollars per year in lost sales opportunities.

(*Assumes an average sales rep cost of $87,500 per year in salary and benefits.)

Now, let’s take this one step further:

  • Assume your rep spends 50% of their time prospecting (20 hours/week).
  • Assume that 75% of THAT time is spent searching for decision-makers (15 hours/week).

So, how much money is WASTED prospecting?

  • $631 per week PER SALES REP is WASTED
  • $2700+ per week PER SALES REP is WASTED
  • $32,000 per year PER SALES REP is WASTED

Now, what if you have two, four or six salespeople? The waste is staggering. What is that inexpensive list REALLY costing you? Investing in the WRONG data source can be very costly.

Now ask yourself:

  • Can we afford to continue wasting this much money on poor-quality lists?
  • Can we afford to waste this much time chasing the WRONG contacts?
  • How much does this add up to in LOST OPPORTUNITIES and LOST SALES?

You can always find some list broker to sell or rent you a list of names.  But, what kind of quality will you get?

Oftentimes, you will get information that’s very – like, years old! Such lists contain inaccurate, outdated information. Why would you pay for such a list? And moreover, why would you pay your well-paid salespeople to wade through old, inaccurate data to find the right contacts? WHAT A WASTE of time AND money.

As you’re reading this, a well-paid sales rep is trying to find a qualified decision-maker by calling on such a poor-quality list… Is this happening in your own organization today? Ask your reps.

  • FACT: A list is usually LOW COST because it’s LOW QUALITY, containing BAD DATA. 
  • Spending money on such a list will COST YOU much more MONEY than the list itself.
  • Low-quality lists can be highly detrimental to your business.
  • Before you purchase another “inexpensive” list, consider the high COSTS of doing so – then check out MTG’s Market Intelligence database of Training & HR decision-maker contacts!

Imagine if your sales reps could spend every hour calling on an accurate market intelligence database of decision-maker contacts?

If you’re selling and marketing to Corporate Training & HR, there is no better data source than the Mentor Tech Group’s Market Intelligence database. With 40,000+ decision-maker contacts in Training & HR, each contact record in the MTG database includes:

  • Company Name
  • Contact Name
  • Title
  • Telephone number (cell phone number when possible)
  • Job Responsibility (we call “Job Codes”)
  • Industry
  • Annual Sales Revenue
  • Number of Employees
  • Fiscal Year End
  • Physical mailing address (including metro area when applicable)
  • Email address
  • BONUS “comments” field for other contact details (when possible)

Save time and money using MTG’s Corporate Training & HR market intelligence:

  • The best and most qualified marketing Market Intelligence in the industry
  • A direct link to the confirmed decision-makers you seek!
  • Precisely targeted and highly accurate information, ready for you to email and call!

Stop wasting time and money! Contact us today to learn what MTG offers: 651-457-8600, Ext. 1.

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