What is a Dream Client?
 The prospective client for whom you can create breathe-taking, jaw dropping, earth
shattering value who will allow you to capture some of that value.
 They have the exact set of challenges and opportunities that your value proposition is
designed to address and is differentiated enough to produce better results.
 They are likely unreceptive.
 They already have a partner in your category.
Why 60 Dream Clients?
 Workflow – Persistent Pursuit
 Positioning as thought leader and value creators
 4 campaigns per year makes the case for change
 15 phone calls weekly ensures multiple touches (every dream client is called twice
each quarter at a minimum)
Why 60 Dream Clients?
 Up to 45 emails weekly ensures content is delivered
 Communications can be written in advance and personalized
 Allows duplication of campaigns across multiple contacts as part of nurture plan
Why Nurture?
 You need to be known before your dream client decides to change
 You want to position yourself as a value creator in front of any decision to change
 You need to create value before any attempt to claim value
 Most salespeople give up on unreceptive, difficult to acquire prospects. Nurturing
ensures that you have a plan to play the long game.
Q1: Indoctrination
Q2: Develop
Q3: Deepen
Q4: Mature
Introduction
Introduction
Introduction
Introduction
Ask
Ask
Ask
Ask
Why Must I
Change?
Why Must I
Change?
Why Must I
Change?
Why Must I
Change?
Supporting Proof
Providers
Supporting Proof
Providers
Supporting Proof
Providers
Supporting Proof
Providers
Facts and Figures
Facts and Figures
Facts and Figures
Facts and Figures
Our Different View
and Values
Our Different View
and Values
Our Different View
and Values
Our Different View
and Values
Ask
Ask
Ask
Ask
1
2
3
4
5
6
7
8
9
10
Indoct: A
Indoct: B
Indoct: C
Indoct: D
Phone: A
Phone: B
Phone: C
Phone: D
Change:
A
Change:
B
Change:
C
Change:
D
PP: A
PP: B
PP: C
PP:D
11
12
13
VV: A
VV: B
VV:C
VV: D
FF: A
FF: B
FF:C
FF: D
PP: A
PP: B
PP: C
PP: D
Phone: A
Phone: B
Phone: C
Phone: D
Emails or
Mail
15
15
30
45
30
30
30
30
45
30
30
15
0
Phone
0
15
15
15
15
0
0
0
0
15
15
15
15
Mediums
 Telephone
 USPS
 Email
 FedEx or UPS
 LinkedIn or Social
Collateral
 Email (indoctrination, Proof, Facts and Figures, Views and Values)
 Blog Posts and other web links (Proof, Facts and Figures, Views and Values)
 White Papers (Facts and Figures, Views and Values)
Collateral
 Case Studies (Proof, Facts and Figures, Views and Values)
 Reputable news sources or journals (Facts and Figures, Proof)
 Sales collateral (Views and Values)