Session 2
Best Buyer Strategy
The Fastest, Least-Expensive Method
to Double Sales
Areas Covered in Session 2:
2.1
Introducing the Best Buyer Strategy
2.2
Utilizing the Best Buyer Strategy with PhD
2.3
Dream 100 Concept
2.4
Strategies to Grab Your Dream 100’s Attention
2.5
Get Their Attention, Now Get the Appointment
This Workbook is provided to support each of the areas described above. It is important that
you take notes as you watch each video and to follow and conduct the workshops provided
for you and your team, so you can begin implementing what you learn.
The Masters Series
©Chet Holmes International 2014.
All Rights Reserved
1
2.1: Introducing the Best Buyer Strategy
The fastest, least expensive method for doubling sales.
Best Buyer Strategy in a Nutshell
 There is always a smaller number of better buyers than there are all
buyers.
Every market and every business has a series of buyers that they consider
their BEST buyers -- meaning those who have the ability to purchase far
more of your product or service, than the average buyer.
NOTES:
The Masters Series
©Chet Holmes International 2014.
All Rights Reserved
2
2.2: Best Buyer Strategy with PHD
Pig Headed Discipline and Determination (PHD). This is the single greatest
secret to success in your company. Total commitment to what works!
Utilizing the Best Buyer Strategy
 Part 1: The Core Story
 Part 2: Training the Salespeople
 Part 3: PHD “Pig Headed Discipline”
The Single Greatest Secret to Success in any Company and with any Initiative
 Pig Headed Discipline and Determination
NOTES:
The Masters Series
©Chet Holmes International 2014.
All Rights Reserved
3
2.3: Dream 100 Concept
The Dream 100 concept is all about going after your “Dream Best Buyers” with a
vengeance.
You not only want to target your dream buyers directly, but look to leverage affiliates
to connect and communicate with them.
The Dream 100 campaign is a comprehensive marketing plan that integrates a
variety of marketing tactics and tools, in order to achieve “Top of Mind” awareness
and drive your top prospects “Best Buyers” to a desired “Call to Action”.
How about Consumer Markets?
You can still target your Best Buyer’s by leveraging a “Best Neighborhood Strategy”,
which works great for:
 Medical Professionals (Doctors, Dentists, Chiropractor, etc.)
 Real Estate professionals
 Retail store
 Restaurant
NOTES:
The Masters Series
©Chet Holmes International 2014.
All Rights Reserved
4
Workshop #1 – Defining Your “Best Buyer”
Who are the 100 (or whatever the number is) ideal prospects for building your
business? In some cases, this “Dream 100” could be the partners, lead sources
or strategic alliances that could get you large windfalls of profit. In this case, 100
may be far too many. Maybe there’s ten or twenty. Let’s do a profile of your
Dream 100:
Create a Profile: What are the characteristics that make up your “Best Buyer”
Dream Client? List out the key characteristics they have, or should have.
Size of prospect? How large a company, how many employees, and how many
clients do they have, etc? How do you define the size of company that makes
them a DREAM sale?
Other Factors? How else might you describe your “Best Buyer” Dream Client?
Assembling the list. Who is going to do it and when will it be done?
The Masters Series
©Chet Holmes International 2014.
All Rights Reserved
5
Workshop #2 - How many of your “Best Buyers” can
you capture in your market?
So now that we have begun to define who your “Best / Dream Buyer is for
your company, let’s look at the potential impact that they have on your
current business and could have on future business if you targeted them
with laser focus.
Let’s establish a Best Buyer Baseline:
How many Best Buyer's do you think you currently have?
What percentage of business do your Best Buyers represent?
What do your Best Buyers spend compared to your average client?
How many potential Dream Clients do you think are in your market?
What do you think is a realistic number of Best Buyer's you could land over the next
year if you developed and deployed a RELENTLESS "Best Buyer" Strategy?
What percentage sales growth do you think you COULD achieve if your organization
was more effective at marketing to and capturing those potential "Best Buyer" in your
market?
NOTES:
The Masters Series
©Chet Holmes International 2014.
All Rights Reserved
6
2.4: Grab Your Dream 100’s Attention
Stand out in the Crowd: Use these strategies to get your Dream 100 buyer’s attention.
The following is an overview of the initial Dream 100 campaign to drive our targeted
prospects to an Executive Briefing or Call to Action that is crafted to educate them,
not try to sell them.
Stand Out in the Crowd
 The goal is merely to stand out. To breed more brand awareness, to “soften the
market”.
 This approach works really well and you can use it again and again to open new
markets.
 Even if they do not take you up on the offers, the effort still dramatically raises
your visibility and solidifies your BRAND.
Dream 100 Campaign Elements
An effective Dream 100 campaign is a coordinated effort that utilizes a variety of
strategic elements that will enable you to establish rapport, brand awareness, market
education, need and potential pain that impacts your Best Buyers.
A Dream 100 is not a one-time shot or battle, but a campaign that requires “PHD”
The elements of an effective Dream 100 Campaign include:
 Training and understanding of the Dream 100 deployment process.
 Strategic 6 month Dream 100 deployment calendar for all tactics to be
leveraged.
 Process flow matrix to show how each element of the Dream 100 campaign
should be deployed to maximize effectiveness.
 Tactical tools to be used as part of initial Dream 100 campaign
 Direct mail campaign to establish contact and initial briefing
 Dream 100 letters
 Outline of gifts that will be utilized with letter campaign
 Dream 100 emails
 Dream 100 call scripts
 Calendar and tracking tool to facilitate the process
This initial D100 campaign is designed to last at least 6 months in order to maintain
“Top of Mind” awareness and persistence to get the target to commit to action.
Once the establish action has been scheduled, the prospect should be removed from
this campaign and moved to an alternate marketing campaign based on the results.
If no action is taken by prospect after this D100 campaign, then they should be
moved to a monthly TOMA Maintenance Campaign primarily of emails and cards to
maintain a presence future target marketing. We never quit marketing to our primary
target unless they ask us to.
The Masters Series
©Chet Holmes International 2014.
All Rights Reserved
7
Sample Campaign Strategy
1. Letter 1 – (With Gift)
2. Call 1
3. Email 1
4. Letter 2 – (With Gift)
5. Call 2
6. Email 2
7. Letter 3 – (With Gift)
8. Call 3
9. Email 3
10. Letter 4 – (With Gift)
11. Call 4
12. Email 4
13. Letter 5 – (With Gift)
14. Call 5
15. Email 5
16. Letter 6 – (With Gift)
17. Call 6
18. Email 6
19. Letter 7 – (With Gift)
20. Call 7
21. Email 7
22. Letter 8 – (With Gift)
Dream 100 Letters
The following is an overview of the elements of the strategic of your Dream 100 letters.
Each letter consists of 8 essential components:
1. A gift that relates to both the tag line and introduction
2. A tag-line to capture readers attention
3. An introduction establishing a need or pain that needs to be addressed.
4. A brief snippet of education or data to validate the need we have shared
5. Invitation to our strategic objective of letter – “attend our executive briefing”
6. “Call to Action” #1 – action to drive them to our objective
7. Closing
8. P.S. “Call to Action” #2 – action to drive them to our objective
NOTES:
The Masters Series
©Chet Holmes International 2014.
All Rights Reserved
8
Workshop #3 – Write a Headline
Write a headline for each of the ideas below?
L1 –Goldman Sachs analysts describe the restaurant industry as "constrained," noting
that 11,000 restaurant closures have put the per-capita supply all the way back to
1986 levels. Do you think that doing nothing during “constrained” times is a strategy?
 Highlighter
Your Headline:
L2 - Larry Lundy's 44 strong Pizza Hut franchise, which survived his cancer diagnosis,
bankruptcy and Hurricane Katrina, apparently couldn't survive the recession. It is
what he did he not see that put his business onto the rocks after surviving so much?
 Magnifying Glass
Your Headline:
L3 - Consumers spent only 25% of their food budget on restaurants back in 1955. In
2011, your target diners have nearly doubled their budget for dining out to 49%. The
puzzle is how to capture your share of those dining dollars?
 Rubik’s Cube
Your Headline:
L4 - The top 50 restaurant chains hold just 20% of the market, leaving the door wide
open for any restaurant to take a chunk out of your market share. Do you have your
finger on the pulse of your different markets?
 Pair of Dice
Your Headline:
The Masters Series
©Chet Holmes International 2014.
All Rights Reserved
9
L5 - As consumers we crave the opportunity to hear, smell, taste, touch, and share
experiences in a much more intimate and personal way in this changing world. The
problem is that traditional advertising is set up to primarily target and measure single
sense advertising. Are your marketing efforts based on old time strategy?
 Hourglass
Your Headline:
L6 - In 1965, 80% of 18-49-year-olds in the US could be reached with 3 60-second TV
spots. In 2002, it required hundred and 17 primetime commercials to have the same
impact. Do you have any idea what it takes to reach those consumers today?
 Calculator
Your Headline:
L7 - Reaching your target market has become much more difficult. People with DVR’s
watch 12% more TV, yet 90% of them skip over the ads. 54% of consumers avoid
products and services which they feel overwhelmed them with advertising. How do
local markets respond to your marketing message?
 Flashlight
Your Headline:

L8 - To attract 12,000 potential consumers, 988,000 were spammed and probably
pretty unhappy with the interruption. Is your web presence in social marketing
strategy helping or hurting your brand?
o Computer Mouse
Your Headline:
The Masters Series
©Chet Holmes International 2014.
All Rights Reserved
10
Session 2.5: Get their Attention! Get the Appointment!
The Dream 100 effort is forever. You need to maintain a consistent and
ongoing campaign to achieve massive results.
The Goal of your Dream 100 effort is to transform recognition and relationship, so
that you go from:
 I never heard of this company, to:
 Who’s this company I’ve been hearing about, to:
 I think I have heard of that company, to:
 Yes, I have heard about that company, to:
 Yes, I do business with that company.
NOTES:
The Masters Series
©Chet Holmes International 2014.
All Rights Reserved
11
Workshop #4 – Mark Your Marketing Calendar
Develop the strategy to leverage and market your Core Story.
How are you going to present your core story?
Brochure: When are you going to use them? Tradeshows? If so when and
where?
Live: Who is going to present? What are the best venues to be presenting in?
When?
Webinar: Who is going to present? How are you going to get attendees? Who is
going to book the attendees? Who is in charge of attendee follow-up?
Mailers?
The Masters Series
©Chet Holmes International 2014.
All Rights Reserved
12
With Whom Do You Want Your Appointment?
 You want the person who can say “Yes” without checking with anyone else; or is
it a “group” of decision makers?
 Who is that for you?
 You’re not selling products/services anymore.
 You’re selling and education. It’s easier to sell, but you still have to sell it.
 Now you’re selling in a better way than ever before – as an expert.
The Mailers Soften the Market
 Softening the market is the job of marketing and corporate.
 For a one-person army, you’re the marketing department too. For larger
companies, this is a coordinated effort between marketing and sales.
 The strategist plans everything and deploys with precision.
NOTES:
The Masters Series
©Chet Holmes International 2014.
All Rights Reserved
13
Workshop #5 – Two-Tier Strategy
Developing a two-tiered strategy.
Who will your targets be?
Who will do the follow up?
Is there a two tier strategy for you?
Summary
 Dream 100 / Best Buyer Strategy is the fastest, easiest way to build any company.
 But it requires what kind of discipline?
 Plan it in advance – get the gifts all at once. They are cheaper that way and
now you’re committed to using them.
 Go after your dream prospects with a vengeance.
The Masters Series
©Chet Holmes International 2014.
All Rights Reserved
14
Bonus Workshops and Materials
Workshop – What is the lifetime value of YOUR best
buyers?
What is an initial purchase?
How often will they buy from you?
How long will the buyer buy from you?
How much will they spend each time?
What does that add up to?
What is a client worth to you over the next 10 or 20 years?
The Masters Series
©Chet Holmes International 2014.
All Rights Reserved
15
Write down three additional products or services that you will offer your current
clients. (Can you plan quarterly?)
NOTES:
The Masters Series
©Chet Holmes International 2014.
All Rights Reserved
16
Workshop: Piggyback & Fusion Marketing
Who can you deal with right now? Brainstorm for fusion and piggyback
marketing possibilities.
NOTES:
The Masters Series
©Chet Holmes International 2014.
All Rights Reserved
17
Workshop: Finding Partners
Brainstorm for web search terms you can use to find new partners.
NOTES:
The Masters Series
©Chet Holmes International 2014.
All Rights Reserved
18
WORKSHOP: Database Power
What are the essential pieces of information for your database?
NOTES:
The Masters Series
©Chet Holmes International 2014.
All Rights Reserved
19
What additional information would make your database even more valuable?
NOTES:
The Masters Series
©Chet Holmes International 2014.
All Rights Reserved
20
Bonus Workshop: Script Building
Workshop: Building a sales script (sample template)
YOU: “Hi, this is
Prospect: yes/no.
from
, are you familiar with us?”
YOU: Well, we’re the
(what you are famous or want to be famous for).
The reason I’m calling you is because we recently commissioned a study of
issues facing __________________________________________ (the industry or
audience of your Core Story) and how that’s going to impact you and your
employees.
Are you interested in making your employees more secure, less stressed and
more effective on their job?
Prospect: Of course.
YOU: Well, that’s where we can help.
YOU: You are probably aware that
(use one of the major point of your
core story without giving away everything). Since
(Your Company) is one
of the
(repeat what you are famous or want to be famous for),
we feel it’s our obligation to
(a beneficial statement that works with our
core story and what you are going to cover) in any way we can.
Are you interested in
(repeat the industry or audience of your Core Story) if it
doesn’t cost you anything to do it?
Prospect: Of course.
I’m sure you are aware there are government programs now that make it so
almost every employee you have can own a home. Were you aware of this?
Prospect: I guess. Yes.
YOU: We work closely with
(other prominent groups, famous individuals,
companies, or government agencies, whoever is respected or a major
competitor) and now have a program that educates you and your staff about
the
(topics of your Core Story and its benefits)
YOU:
(statement on how something you will cover can make
employees happy/loyal) Do you like keeping good staff around?
Prospect: Of course.
YOU: Then what I’d like to do is make this program available to your entire
staff.
The Masters Series
©Chet Holmes International 2014.
All Rights Reserved
21
YOU: Here’s how we do it. You send out a memo and make an
announcement to each staff member. We will supply the announcement and
memo. Then we come by at lunch and also after work and talk to the staff.
You win from this as people who
(statement on how something you will
cover can make employees happy/loyal), better employees, more stable and
more dependent upon their job. Does that make sense to you?
Prospect: Of course.
YOU: Great. Then we could get in there next week and get started. I’ll get you
over the announcement and memo. (Get email address and contact info,
and set time).
The Masters Series
©Chet Holmes International 2014.
All Rights Reserved
22
SAMPLE SCRIPT USING THIS FORMAT
WITH MEMO TO SEND
YOU: “Hi, this is Pedro Gomez from Homex, are you familiar with us?”
Prospect: yes/no.
YOU: Well, we’re the largest Home Builder in Mexico.
The reason I’m calling you is because we recently commissioned a study of
issues facing Mexico and how that’s going to impact you and your
employees.
Are you interested in making your employees more secure, less stressed and
more effective on their job?
Prospect: Of course.
YOU: Well, that’s where we can help.
YOU: You are probably aware that Mexico is emerging in several areas as a
leader in the world market. Since Homex is one of the largest companies in
Mexico, we feel it’s our obligation to assist this country in any way we can. Are
you interested in helping to make Mexico a stronger nation if it doesn’t cost
you anything to do it?
Prospect: Of course.
I’m sure you are aware there are government programs now that make it so
almost every employee you have can own a home. Were you aware of this?
Prospect: I guess. Yes.
YOU: We work closely with various government agencies and now have a
program that educates you and your staff about the growth of the Mexican
economy, why you should have more pride in Mexico and how every one of
them can afford now to own a home.
If your employees own homes, they are more tied into the job and need to
keep it even more. Do you like keeping good staff around?
Prospect: Of course.
YOU: Then what I’d like to do is make this program available to your entire
staff.
YOU: Here’s how we do it. You send out a memo and make an
announcement to each staff member. We will supply the announcement and
memo. Then we come by at lunch and also after work and talk to the staff.
You win from this as people who own their own homes are better citizens,
better employees, more stable and more dependent upon their job. Does that
make sense to you?
The Masters Series
©Chet Holmes International 2014.
All Rights Reserved
23
Prospect: Of course.
YOU: Great. Then we could get in there next week and get started. I’ll get you
over the announcement and memo. (Get email?)
SAMPLE MEMO
To: All Staff
From: Management
Our company is hosting a free program that will show you all how you can
be wealthier, more productive and happier and reduce personal stress.
This program will also show you how the Mexican Government now has
programs that make it possible for a vast majority of you to own your own
home.
Please arrange your schedule to be at this important meeting. You will be very
grateful for the information you learn.
When to attend: (fill in date and time here).
The Masters Series
©Chet Holmes International 2014.
All Rights Reserved
24
SAMPLE SCRIPTS FOR HANDLING REJECTIONS
Rejection Handling Script 1 (Not Interested)
Prospect: You’re a Home builder? So this is about selling homes? I’m not interested.
You: Name, are you telling me you’re not interested in making your
employees more productive in their jobs?
Prospect: how do you help with that?
YOU: Many, many ways. I’ll tell you what. I don’t usually offer to do this, but I
could come by and show you the data first. You can then decide if you’d like
this shared with your employees. Do you have your Calendar handy? (What do
you do when you close?)
(The one who speaks first loses.)
Rejection Handling Script 2 (Just Send Me Something)
Prospect: Tell you what, can you just send me something about it and I’ll look it over.
You: If I send you 90 pages, are you going to read it?
Prospect: Not likely.
YOU: That’s why we’ve reduced this information into an “executive briefing”.
This has all been made really easy for you to see. We know how busy you are.
So we’ve taken hundreds of pages of raw data that costs millions to assemble
and reduced it to a quick and very interesting education.
I’ve gone through extensive training to be able to make this entertaining and
interesting. If this information can help you and your employees, wouldn’t you
want to spend 33 minutes looking at it?
The Masters Series
©Chet Holmes International 2014.
All Rights Reserved
25
Rejection Handling Script 3 (Too Busy)
Prospect: I just don’t have the time.
YOU: Let me ask you a question, do you eat lunch?
Prospect: Of course I do.
YOU: Have you heard of a lunch and learn?
Prospect : Not really.
YOU: Well it is very popular in other countries and it is getting to be something
we’re doing here. Since you have to eat lunch anyway, some companies are
bringing in educational sessions so people can learn while they eat.
They have them to learn about health, investing, retirement plans and so on.
Ours covers a little of each of those. So if you have your calendar handy, we
can see what day would be best for you to have lunch while I provide the
education.
Rejection Handling Script 4 (Webinar Solution)
You: Look,
, if you don’t want a live demonstration right in your company,
we also conduct webinars. You just sit in front of your computer screen. It’s
pretty cool. If you find it boring, you can just hang up and move on with your
life. Have you attended any online educational sessions?
Prospect: Yes, no, whatever-You: If you have your calendar handy, I can check when we have one of
those that you could attend, right from the comfort of your own chair.
The Masters Series
©Chet Holmes International 2014.
All Rights Reserved
26
BONUS WORKSHOP: Mailings and Promotional Gifts
You mail to them every two weeks, something that gets their attention. Today,
that’s the most difficult thing you can do.
I recommend that my clients send clever promotional pieces, each with a
theme and ALL offering something for free.
Use stories from other clients.
Telecom client: Sent out 20,000 pieces and didn’t get a single response.
We sent out 500 Rubik’s Cubes and got a phone call ($344,000 telephone
deal) and then with follow up phone calls, secured another 15 appointments
with only one week of cold calling behind that letter.
Safety client: After only four such mailers, a HUGE client said to one of the
salespeople: “Oh, yes, glad you called. I just have to have you come here and
meet with me.”
“Why’s that?” says the sales rep:
Client: “Because I’ve been getting all those letters of yours and I think you’re
marketing is just super.” The point is that you can really stand out in the crowd
very quickly with great marketing.
HERE’S A SAMPLE IDEA:
A client gets a letter and in it is a mini stopwatch. The letter is very brief, so he
reads it. It says:
Dear (personalized),
Every second that you do not get our free Executive Briefing (The Five Most
Critical Insights in ‘blank industry’ Today) you are losing money.
This is a free (industry) community service sponsored by our firm as a way to give
something back to the market. This Executive Briefing has more than $3 million
in research; boiled down to a bullet style, fast paced outstanding education on
how to increase business in this scary period of rising competition and other pain
point (fill yours in here) ________________.
Call for your free Executive Briefing today. The clock is ticking and you’re losing
money.
The Masters Series
©Chet Holmes International 2014.
All Rights Reserved
27
The Prospect smiles and some actually call you, THINKING that the “Executive
Briefing” is a report. It SOUNDS like a report, but we never actually say it IS a
report. This is on purpose.
So when they call, they get your (trained, fully briefed and rehearsed) “Manager
of Client Education.” When they ask for the report, our person responds:
“Oh, it’s way better than a report. It’s a live Executive Briefing taught by one of our
highly trained speakers. In fact I have a tour going through your area over the
next few weeks, let me tell you how this works—
“We underwrite the cost entirely. There’s no cost to you whatsoever. When we
have a touring speaker in your area, we arrange for them to come right to your
office. You don’t even have to travel.
“A lot of people we talk to will gather some of their key staff for the experience.
The entire experience only takes about an hour, and some people set it up as a
“Lunch and Learn” for key staff and hold it in their conference room.
“I’m the Manager of Client Education, so I’ll coordinate everything, including a
one-page memo I have that outlines what will be covered, and we give you this
with our compliments. It’s a way to help the entire market be more successful, so
it’s certainly good for us.
“The information is outstanding. We retained a top research firm and they
studied some of the most advanced trends on how to be more successful in
(your industry). Plus, they found some dangerous trends too; ones that you should
be aware of. In any event, do you have your calendar handy? Let’s see when you
might have an hour over the next few weeks so we can schedule in a tour.”
That’s a specific CLOSE, one of the seven steps to every sale. You need a
CLOSE.
I am laying it out for you here, but if I’m involved, I’ll work the heck out of every
piece of this and it will ALL be on tape for future hires.
After each mailing, we make a courtesy call to everyone who received the
promo piece. And two weeks later, we mail again.
Rules on the gifts:
Should be cute, not expensive. Expensive gifts come off like you’re trying to bribe
them.
Should be something useful, that they will want to keep or play with—or take
home to their child, etc… The goal is merely to stand out. To breed more
brand awareness and brand loyalty.
This approach works really well and I’ve used it again and again.
The Masters Series
©Chet Holmes International 2014.
All Rights Reserved
28
Even if they do not take you up on the offers, the effort still dramatically raises
your visibility and solidifies your BRAND.
Let’s talk cost.
This is a very inexpensive marketing effort.
Since, by design, the gifts have to be inexpensive, you can buy most of the things
I use for 100 pieces for
$40. So if your target is 100 companies in five categories, you’re talking about
spending a few thousand dollars in marketing per month and you’ll have more
visibility with this approach than anything else you could do.
And every single letter will offer something free, and 90% of them will offer free
expert guidance in some way. Meaning your marketing should make a specific
offer.
Making sales is all about rapport. So you need vehicles that win you more rapport.
The Masters Series
©Chet Holmes International 2014.
All Rights Reserved
29
Bonus Workshop: Connecting with Target Groups
First Offer/Approach: What will be the first thing you do to introduce yourself to
this valuable group? Suggestions might include offering a free education?
Something free? Something that makes them want to talk to you or interact
with you. What will that be? If you have a core story that is highly educational,
that could be your first offer.
Phone call before. Who is going to do that and when will it happen? What will
they say?
Phone call after. Who is going to do that and when will it happen? What will
they say?
The Masters Series
©Chet Holmes International 2014.
All Rights Reserved
30
Second Offer/Promo: After the first offer, now you are going to look to really
capture their attention. A good way to do this might be incentives. Each
incentive should go with a clever letter that capitalizes on the incentive. And
the effort should be focused on THEM, not on you. For example, if you send a
flashlight, a bad headline might be: “We shine the light on better employee
benefit customer service” A much better approach would be: “Don’t be in the
dark about dangerous employer trends; we bring light for free.” Subhead: Free
executive briefing for the asking. Write the headline, now using a flashlight.
Phone call before. Who is going to do that and when will it happen? What will
they say?
Phone call after. Who is going to do that and when will it happen? What will
they say?
The Masters Series
©Chet Holmes International 2014.
All Rights Reserved
31
Other Incentives might include the following (we created a list of inexpensive
items that you could use with ongoing promos to your Dream 100). Write
headlines that would work with each of these and then list the before and after
actions you will take before sending it.
 A stop watch: “Time to get (benefit here).”
Phone call before. Who is going to do that and when will it happen? What will
they say?
Phone call after. Who is going to do that and when will it happen? What will
they say?
 A (scratch off) lottery ticket: “If you win, it would be the perfect time for you
to take advantage of our ability to help you (benefit to them).”
Phone call before. Who is going to do that and when will it happen? What will
they say?
The Masters Series
©Chet Holmes International 2014.
All Rights Reserved
32
Phone call after. Who is going to do that and when will it happen? What will
they say?
 A coffee mug: “Tea, coffee or whatever your pleasure, relax while you sip it
and think of how we’ll help you (benefit to them).
Before and after activity:
 A pair of sunglasses: “You’re going to need these shades when we help the
sun shine brighter by helping you (benefit to them).
Before and after activity:
The Masters Series
©Chet Holmes International 2014.
All Rights Reserved
33
A wallet or change purse: “We just wanted you to have this for all the money
you’re going to (save-earn) when you (action they must take).
Before and after activity:
 A comb or brush: “We want you looking your best when you (benefit to
them for getting involved with you).
Before and after activity:
 A mirror: “Look into this mirror and see the smile on your face because you
(benefit to them for using your product or service).
Before and after activity:
The Masters Series
©Chet Holmes International 2014.
All Rights Reserved
34
 A dollar bill. “This dollar bill is magical. It multiplies when you (what they
have to do to get the BENEFIT from working with you).
Before and after activity:
The Masters Series
©Chet Holmes International 2014.
All Rights Reserved
35
SAMPLE LETTER #1
Dear ____:
The program we discussed over the phone is an orientation that illustrates 5
unique ways organizations can reduce their overall costs. As I mentioned, the
orientation has been developed as a public relations effort and as a way for us
to provide employers with useful information on ways to reduce cost and as a
way for us to introduce ourselves as well.
The program is our “Free Gift.” We have invested substantial resources to provide
you with over $3 million worth of research on:
• In the next five years, if you do nothing, your employee benefits will absolutely
double. Since it’s the second biggest cost for any employer, they usually
welcome practical suggestions on how to not only stop the increase, but send
it back the other way—actually gain you a savings over that same five year
period.
• Trends that every employer needs to know and how to turn them into positive,
profitable outcomes for your organization
• Human resource trends and simple things you can do that will pay off ten fold
with little to no investment
• Broker and insurance trends and what to be aware of and how to avoid disaster
• Factors that must be considered when developing your strategic benefit plan
• And much, much more
We are looking forward to giving you this 38 minute outstanding educational
experience. Contact me to arrange a time to go through this incredible
information.
Sincerely,
Date
Tom Smith
Your company name, Inc Address
Address
The Masters Series
©Chet Holmes International 2014.
All Rights Reserved
36
SAMPLE LETTER #2 (Referral Letter)
Dear Tom:
I have to admit I was quite impressed with all that we learned when you gave
your “Executive Briefing on the current crisis in Employee Benefits costs. Most
CEO’s don’t drill down on these issues until there are serious problems. Your
insights armed us with the exact insight we need in order to be proactive and
start creating cost reductions now, before it’s too late. That ounce of prevention
in this case is surely worth the 45 minutes any CEO might spend. I can’t imagine
trying to keep up with all the changes occurring in this environment without the
education that you provide.
You’ve done a lot of work so that others don’t have to. I think your decision to
underwrite the cost of this study and to show really valuable, realistic and
down-to-earth suggestions that we can act upon immediately, is great
contribution and I’d really recommend the experience to others. Most of us are
too
busy working IN the business to stop and work ON the business. You forced us
to work ON cost reduction in Employee Benefits with significant results from the
time spent. Thank you.
Sincerely,
CEO NAME
The Masters Series
©Chet Holmes International 2014. All Rights Reserved
37
SAMPLE LETTER #3
Date
Name Co name Address Address
Re: If you don’t shine a light on your benefit costs, they’re going to double in the
next 4-5 years. Dear (use first name),
The cost of employee benefits will virtually double over the next four-five years
(guaranteed) if you do not take immediate steps to reverse that trend. If you
really want to decrease costs, you need innovation beyond simply trying to get
insurance companies to give you lower bids. Did you know that hundreds of
carriers have gone out of business trying to under-bid each other? That’s why
we’ve hit the bottom (we’re at the bottom of where you can go to reduce
costs simply by getting new bids).
The Masters Series
©Chet Holmes International 2014. All Rights Reserved
38
Free Executive Briefing:
Five Alternative Ways to Reduce Costs
This Executive Briefing shows you how one company reduced benefit costs by
$700 per employee over a four year period while everyone else went up. We’ll
show you how another company saved $13 million in employee benefits by
being just a little proactive about health issues. We’ll show you how another
company, with only 80 employees reduced their costs by $500 per month, per
employee, while making the employees feel better about what they were
getting.
We’ve compiled $3 million in raw data and turned it into a riveting Executive
Briefing where you can learn all five alternatives to reducing costs immediately.
“Just the facts,” in a fast paced educational Briefing that is designed for highlevel executives to get insights quickly and that have already been tested and
used by well established companies.
This our way of introducing ourselves to you. If we ever work with you, we
guarantee to never cost you a penny. We’ll only save you money and get you
more yields per dollar over what you’re spending now. Guaranteed!
So take this flashlight and shine it on your telephone keypad and dial us up to
see your copy of this free Executive Briefing: Five Alternative Ways to Reduce
Costs in Health Insurance.
Sincerely,
The Masters Series
©Chet Holmes International 2014. All Rights Reserved
39
SAMPLE LETTER #4
Date
Tom Smith Address, Address
Dear Tom,
I wanted to write to thank you for being so persistent to enter our world and help
us cut costs while improving the employee benefits outlook at our company. I’m
writing this to encourage other companies t o visit with you and your team. So
let me just state it plainly. This is what you have done for us and I whole
heartedly encourage others to see how your out-of-the-box thinking can impact
them as well:
• We were facing an employee benefits increase of 12% from our current
provider and you reduced that by more than 30%.
• Where we once had only one static program, you showed us how we could
reduce costs by offering three different programs and allowing employees
to choose the program most appropriate for them- Resulting in a
perception of an improved plan, while saving us costs in the process.
• You created and host a website strictly for our employee benefits program,
which not only created a perception of excitement for our employees, but
saved us more money in that everyone could download and print their
enrollment forms right from the site (with more than 80 locations and 1500
employees, every penny counts—Thank you).
• You were able to take on three of our admin functions (COBRA, FLEX and
Consolidated billing), again reducing stress around here and increasing
your value significantly.
• Finally, the mass teleconference training and the 800 “(your company name
here) Team” assistance to educate and inspire our employees, was just
down right over the top service.
Please put us on your list of very satisfied new clients. We are grateful that you
were so persistent and we hope others will listen when you call. We know they
will be grateful as well.
Sincerely
Name Title
The Masters Series
©Chet Holmes International 2014. All Rights Reserved
40
SAMPLE LETTER #5
Date
To: (their name) From: (your name)
Re: Executive Briefing: How to NOT double the cost of your employee benefits
program over the next five years.
The cost of employee benefits will virtually double over the next five years
(guaranteed) if you do not take immediate steps to reverse that trend. Cost of
benefits can only go so low using traditional bidding
methods. So if you really want to decrease costs, you need innovation beyond
simply trying to get insurance companies to give you lower bids. Did you know
that hundreds of carriers have gone out of business trying to under-bid each
other? That’s why we’ve hit the bottom (we’re at the bottom of where you can
go to reduce costs simply by getting new bids).
Free Executive Briefing:
Five Alternative Ways to Reduce Costs
We’ll show you how one company reduced benefits costs by $700 per
employee over a four year period while everyone else went up. We’ll show you
how another company saved $13 million in employee benefits by being just a
little proactive about health issues. We’ll show you how another company, with
only 80 employees reduced their costs by $500 per month, per employee, while
making the employees feel better about what they were getting.
And if programs really are designed to reduce costs, they shouldn’t cost you
anything to do them. There are zero costs associated with this entire
experience. The techniques for reducing costs won’t cost you anything and our
assistance is entirely underwritten by us. We won’t ever cost you a penny. We will
only save you money. The first way we show you, -on the spot-(how to reduce
costs) is through this Executive Briefing.
We’ve compiled $3 million in raw data and turned it into an extremely fast
paced and riveting Executive Briefing where you can learn all five alternatives to
reducing costs immediately.
Who should attend: If you really want to start reducing costs immediately, while
putting plans into place that will reduce cost dramatically over the next several
years (while everyone else’s costs are expected to double), then the CEO, CFO
and HR executives should attend.
We underwrite the cost of this education entirely. There is no cost to you. We
guarantee a fast paced and highly educational experience from the first page
of the briefing. Call to get yours today. [PHONE]
The Masters Series
©Chet Holmes International 2014. All Rights Reserved
41
SAMPLE LETTER #6
Date
Name
Address
Re: Puzzled about how to NOT double your health benefit costs over the next
five years? (That’s exactly what’s going to happen if you don’t take proactive
action right now).
Dear (use first name),
The cost of employee benefits will virtually double over the next five years
(guaranteed) if you do not take immediate steps to reverse that trend. If you
really want to decrease costs, you need innovation beyond simply trying to get
insurance companies to give you lower bids. Did you know that hundreds of
carriers have gone out of business trying to under-bid each other? That’s why
we’ve hit the bottom (we’re at the bottom of where you can go to reduce
costs simply by getting new bids).
Free Executive Briefing:
Five Alternative Ways to Reduce Costs
This Executive Briefing shows you how one company reduced benefit costs by
$700 per employee over a four year period while everyone else went up. We’ll
show you how another company saved $13 million in employee benefits by
being just a little proactive about health issues. We’ll show you how another
company, with only 80 employees reduced their costs by $500 per month, per
employee, while making the employees feel better about what they were
getting.
We’ve compiled $3 million in raw data and turned it into an extremely lively and
riveting Executive Briefing where you can learn all five alternatives to reducing
costs immediately. “Just the facts,” in a fast paced educational Briefing that is
designed for high level executives to get insights quickly and that have already
been tested and used by well established companies.
This our way of introducing ourselves to you. If we ever work with you, we
guarantee to never cost you a penny. We’ll only save you money and get you
more yields per dollar over what you’re spending now.
This Rubik’s Cube has 317,000 possible combinations. We’ll show you FIVE that will
make all the difference when it comes to reducing your health benefits costs.
We guarantee a fast paced and highly educational experience from the first
page of the briefing. Call to get yours today. [PHONE]
Sincerely,
The Masters Series
©Chet Holmes International 2014. All Rights Reserved
42
SAMPLE LETTER #7 (Stop Watch Promo)
Dear (personalized):
Every second that you delay in asking for our free Executive Briefing (Five Ways for
All Employers to Cut Costs), you’re losing money.
This is a free community service sponsored by our company as way of putting
our best foot forward. At (Your company name here), we’ve helped more than
700 companies save money on not just employee benefits, but in many other
areas of the company. This Executive Briefing has gone even further, giving you
$3 million in research, boiled down to a bullet style, fast paced outstanding
education on how to reduce costs in this scary period of rising expenses.
Call for your free Executive Briefing today. The clock is ticking and you’re losing
money. Sincerely,
NOTES:
The Masters Series
©Chet Holmes International 2014. All Rights Reserved
43
Session 2 Quiz: Best Buyer Strategy
Please Note: This test can be copied only for repeated usage, by the original program purchaser, and not
to be resold or used for any profit. Uses for the test: a) Used as a primer before viewing the video, this test will
prompt you to note the important points as they arise. b) The test should be given after viewing the video to
show how well you retained the information. c) The test can be used as a vehicle to measure the comprehension
of employees who view the video (for current employee new-hires, or any employee who uses the video for selfstudy or in a training situation). d) The test can be given every eleven weeks as a means for promoting
memorization (the minimum acceptable level of learning) of the material.
Name: _____________________________________________________________
Score: (6 points for each correct answer, 114 points = 100%) _________
1.
There is always a smaller number of better buyers than there are all buyers.
(Circle one)
True
False
2.
What is the biggest lesson we’ve learned for growing companies?
3.
What kind of discipline does it take to grow a company?
4.
Another Dream 100 strategy is to go after affiliates that can market your
products and services to their existing clients.
(Circle one)
True
False
5.
Nobody cares if you’re talking to an industry competitor at the same time.
(Circle one)
True
False
6.
How far in advance do you need to plan your dream 100 strategy?
7.
When setting your appointments, you want the person who can say “yes”
without checking with anyone else.
(Circle one)
True
False
8.
What is the most potent form of marketing?
The Masters Series
©Chet Holmes International 2014. All Rights Reserved
44
9.
Fill in the graph with the appropriate percentages.
10.
What is another great strategy to get meetings?
11. The strategist plans everything and deploys with precision.
(Circle one)
True
False
12.
Define what a two-tier strategy is.
13. Following along the same lines of the dream 100 concept, what is a great
concept for people who market directly to consumers?
14. When you do your mailers, it is a waste of time to send inexpensive little gifts
as they just throw them away anyway.
(Circle one)
True
False
15. After 4 or 5 mailers with inexpensive gifts, people will still not remember who
you are.
(Circle one)
True
False
The Masters Series
©Chet Holmes International 2014. All Rights Reserved
45
16. Dream 100 strategy works best if you mail them twice a year.
(Circle one)
True
False
17.
What does the concept “soften the market” mean:
18. Dream 100 effort should be abandoned after 3 months if it doesn’t work.
(Circle one)
True
False
19. When following up on the dream 100, how many “yes” questions should
you ask the prospect before you close?
NOTES:
The Masters Series
©Chet Holmes International 2014. All Rights Reserved
46