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Back to Dream 100 for best neighborhoods. Remember to keep sending offers to people in this neighborhood. They will then go from never having heard of you to knowing you well. And do something special for them. They are special so treat them like it. To make sure you are not taken advantage of, set time limits on your offers. Otherwise someone can come in with 12 offers and want to collect all 12. The other thing you can do is remove folks from the free-offer list once they have taken advantage of one offer. Your offers are to get the initial contact. Once you have that, it’s up to you to have an outstanding offer to keep those clients.

Step 4: Create Your Dream 100 Calendar

What are you going to do to market to your Dream 100 each and every month without fail? Actually, it should be at least every month. It’s even better if you send them something every two weeks. Stay in their face. Not every mailing has to be a gift, but those are the ones that they will definitely look at. You might send a gift a month with newsletters or press releases in between. The more they become familiar with your name, the better your chance of gaining them as clients.

Here are some marketing tools that can be coordinated into your Dream 100 effort. Remember, as you learned in Chapter Seven (“The Seven Musts of Marketing”), each of these could highlight your core story and be consistent in the appearance and message you are sending out to your prospects and clients:

Cards

Letters

Novelties

Newsletters

Promos

Surveys

PR articles and press releases

Exercise

Design a Dream 100 effort that hits your prospects every two weeks. Write down on a calendar which gift and/or offers you will send first. Next, mark on your calendar what you will send two weeks later. Will it be a newsletter or a coupon? Or will you just hammer them with gifts so you know they will at least pick up what you sent and look at the letter? Map out your first three to six months for your Dream 100 effort.

A Side Note

Many companies that sell incentives offer a discount if you buy a certain quantity. So buying all of your Dream 100 gifts at once does two things: it commits you to the process (you already have the gifts, so you’d better follow through now) and gets you the incentives at a lower price.

Step 5: Conduct Dream 100 Phone Call Follow-up

After every gift or mailing, you’ll need to follow up with each Dream 100 prospect. This is easier with business-to-business sales as phone numbers are readily available. In business-to-consumer cases, numbers may not be listed or the prospects may be on the “do not call” list. So in the case of business-to-consumer your best bet is to continue to send the offers so consistently that every one on that list gets to know who you are.

For business-to-business, the goal of this follow-up call is to schedule an appointment to get your core story in front of the prospect. The procedure is the same after each mailing to your dream list. You will call after each mailer. However, I’ve seen it happen where the above designed letters will prompt some executives to actually call you to get the free report that you offered. In the case of the client selling to manufacturers, the letter referred to a “free report” but it did not spell out that the “report” was actually delivered live. Don’t make the mistake of saying in a letter, “We want to come and present to you.” That’s a much bigger sale to make from a mere letter. From this brief letter, it’s highly unlikely that your prospects will make the decision to have someone come and present to them live. So the letter offers a free report—and then when they call, your salesperson has the opportunity to go much deeper and explain that the report is delivered live.

When we sent letters like this offering to come and present to people, we received zero phone calls. When we altered the letter to offer a free report and did not specify that the report is delivered live, 7 percent of those who received the