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Moms Do Business Different, The Business Strategy & Sales Coaching Podcast for Christian Mom Entrepreneurs · Moms Do Business Different

345. The 100-Lead Rule: Why More Leads = More Sales (And How to Get Them Fast!)

March 12, 2025·37 min·3 clips
Kay Hillman says if you don't have 100 leads in your pipeline, you're making sales harder than it needs to be.
The rule is simple. Kay says sales get heavier than they should when fewer than one hundred leads are in the pipeline. That is the whole anchor. She explains it through the law of replacement: every client, customer, or sale that leaves has to be replaced by new people coming in. Ten people is too small to tell the truth. If one person out of ten passes, she does not want the listener scrapping the offer or lead magnet yet. The test needs more room to breathe, which is why she keeps coming back to one hundred leads as a better sample. Then she gets into the math. A one percent conversion rate can still mean one client, and if the offer is ten thousand dollars, that one yes matters. She slows the panic down. Smaller offers can still add up when they are retainers or recurring payments over several months. Once the lead flow is big enough, the listener can see what is actually going on: messaging, conversion, consistency, or just not enough people seeing the offer. Kay stays close to real business mess here. Uneven sales months, quiet inquiries, and all that posting with no movement may not mean the offer is bad. It may mean the lead pool is too thin. She also pushes back on leaning too hard on referrals when the network is not growing. Her fix starts at the front. Bring in more leads, keep them coming, then use the data to clean up what happens after.

As heard by us

A clear case that thin pipelines make sales feel harder than they should.

Kay Hillman treats lead generation as the first problem worth solving: when the pipeline is thin, sales get harder. She leans on the law of replacement and a hundred-lead test size to make the case that uneven inquiries usually point to a lead-generation gap, not a motivation…

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Why you'd press play

Your sales feel random because your pipeline is too thin.

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