As with any business, sales growth is key. When you know you can help customers, value isn't the problem. The problem is to reach people consistently and profitably.

We all know the hardest route to take: It's to simply start reaching out to people who you think would be a good fit. It's a lot of work, and often comes down to cold calling. So, why would anyone cold call? Because you have control, and it's predictable.

Do 100 successful calls, get 15 meetings, sell 5 products.

The easiest path to a sale is the polar opposite i.e. Some referral walks in and says: "Hi, please sell me this". It's friction-less and easy.

The problem is this: The cold approach is a lot of work for often very little reward (and it's super-demotivating). And the referral approach gives you very little control other than "do you know anyone?".

So the goals are simple:

The first few weeks end with 16 meetings booked and 73 people showing interest in a specific product type.

At this point, we know what to focus on and will start scaling. We also have our metrics of what to expect.

At this point we have our system and we know what people react to. Of course, different angles will have different reactions from different people.

Here's what's interesting: Even on the first call or during the first meeting, the salesperson already has an idea of what that person cares about. How this works and how to expand further are covered in the online info session.

A database is useless if you don't anything with it. But, if you push that database too hard, it won't stay useful for a long time and the value will go down significantly.

So that's why the next step is outreach, but with an important distinction.

We will not be pushing product immediately.

In fact, all we're going to be doing is sending them things the right person would care about. Even more so, if possible we're going to provide them with up-front value as much as we can.

During this phase, we'll slowly guide people to consider the right problems and point them toward the right solutions.

This is the same thing a salesperson does before they start selling:

Ask questions to get the right angle and then start selling.

As people interact, that gives us tons of information to work with.

How?

Well, we have our proprietary methods of tracking because it's more complete, but just using analytics and some well-thought-out utm codes, you should be able to get close.

The whole point is to track and watch what people do.

Do they click a link?

Did they read/watch the entire thing?

Did they click to read more on something?

Did they fill out some form, or filled out a poll?

All these questions and many more tell you exactly what a person cares about and what not. How far they go tells you how engaged they are.

As they go through this, you learn what each person cares about so that when the time comes, you present the offer with an angle that's relevant for them.