Let's assume you have a cold list and you want to turn it into someone that's willing to talk to your sales person. So your going to get about 6 a shift let's call a shift 6 hrs. So, your at ~$10 a lead. Let's say you close 1 out of 10. On a free trial or something with minimal commitment. Now your at $100/trial. Now to convert them to an actual regularly paying customer your at another 1 out of 10, or $1000. Plus you have to pay the person that converts them to the free trial and get's their credit card#.