How to get a meeting with anyone by Stu Heinecke

Pg 16 Contact Marketing is the discipline of using micro-focused campaigns to break through to specific people of strategic importance, often against impossible odds, to produce a critical sale, partnership, or connection. A contact campaign is an instance of usage of contact marketing

Pg 20 Similarly, people on hte receiving end of sales outreach said it was absolutely necessary that the caller be scrupulously authentic and honest

Pg 30 If the 80/20 rule says the top 20% of your prospects account for 80% of your sales potential, Demand Generation would address those top 20% to precipitate sales. In contrast, contact marketing would address the top 1% to precipitate the biggest possible deals as quickly as possible

Pg 30 Lead generation uses various marketing forms to accomplish its goal, which is to get interested parties to identify themselves as qualified sales prospects

Pg 32 if youre in sales, call it you Top “100 list” of prospects. If you are a business owner, entrepreneur, or C-level executive, call the list your “Strategic 100”. Either way, you need to have a firm sense of who these people are at all times and a firm commitment to enlist them as part of your success network

Pg 33 Its surprising to me that most salespeople think of assistants as gatekeeping obstacles. Theyre actually some of the sharpest people in their organizations, and their job is as much about letting certain people in as it is keeping others out

Pg 44 Keep your first spoken words to seen or fewer and leave the CEO asking how you can accomplish what youre describing

Pg 60 Contact marketing isnt about contacting everyone. Its about reaching out to just the handful of people who can make the biggest difference to your efforts

Pg 115 Aim to be pushed down. Aim above the person you want tp speak with, so youll end up with a referral from above

Pg 169 If you reach out to an important contact and they reject your approach. im not suggesting you become a stalker. But you should take a thoughtful look at why they have resisted your contact request and determine if the should still be pursued, perhaps in a different way

Pg 180 The best letters, the ones that generate record results always start with a point of agreement woven together with a hook that creates a desire to engage in the message

Pg 183 The best letters always use conversational language to create an emotional connection with the reader

Pg 229 A deal delayed is a deal denied

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