Before you can recover dormant revenue, you have to know exactly how much is sitting there. This challenge walks you through a 20-minute CRM audit that produces one number — your hidden revenue figure — and changes how you see your database permanently.
Most service businesses never look at their dormant list seriously — not because they don't care about the money, but because nobody has ever handed them a method to quantify it in a way that makes the opportunity feel real and urgent.
This challenge changes that. In 20 minutes, you will pull your dormant leads, apply a simple calculation, and arrive at a number — a genuine revenue figure — that will tell you exactly what's been sitting untouched in your database.
"The most expensive habit in any service business is spending $150 on a new lead when you have hundreds of warm ones you already paid for."
Pull every contact from your CRM, inbox, or spreadsheet that has not converted. Include anyone who requested a quote, booked and cancelled, or said "not right now."
Highlight all contacts where the last touch was 90+ days ago. This is your primary reactivation pool. Note how many this is.
Split into three buckets: Unconverted Quotes, No-Show / Cancelled Appointments, and "Not Right Now" conversations. Each category has a different re-engagement message.
Total Dormant Leads × Average Job Value × 8% Reactivation Rate × 35% Close Rate = Your Hidden Revenue Number.
Literally. Put it somewhere visible. This is the revenue you are leaving on the table every month this system isn't running. It becomes your motivation for Days 2–5.
Apply this directly to your numbers:
Your Hidden Revenue Calculator
Use these to sanity-check your numbers:
Average Job Values by Trade
HVAC
Maintenance / tune-up: $180–$350 · Repair: $400–$1,800 · Replacement: $3,000–$12,000
Roofing
Inspection / repair: $400–$2,000 · Full replacement: $8,000–$22,000
Plumbing
Service call / drain: $150–$500 · Water heater: $1,200–$3,500 · Repipe: $3,000–$12,000
Electrical
Service call: $150–$400 · Panel upgrade: $1,500–$4,500 · Rewire: $4,000–$15,000
You now have a number. Tomorrow — Day 2 — you'll write your first re-activation SMS using the Zero Limits "clarify, don't convince" method. By Day 3, you'll send it to 10 real leads from the list you just built.
The system is taking shape. The revenue is already in the database. You're building the path back to it — one challenge at a time.