How to Get a Meeting with Anyone

1. Contact Marketing: A Powerful Fusion of Sales and Marketing

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 new approach. Contact Marketing combines elements of both sales and marketing to create a powerful tool for reaching high-value prospects. Unlike traditional marketing, which often targets broad audiences, Contact Marketing focuses on a small, carefully selected group of individuals who can significantly impact your business.

Unprecedented results. This approach can yield extraordinary outcomes, including:

• Response rates approaching 100%
• ROI figures in the tens of thousands of percent
• The ability to connect with virtually anyone, including C-suite executives and other VIPs

Cost-effective strategy. Contact Marketing campaigns can range from $0 to $10,000 per effort, making it accessible to businesses of all sizes. The key is to choose tactics that align with your goals and budget while maximizing impact on your target audience.

2. Building Your Top 100 VIP Prospect List

There is a small group of people who, if they become your clients or strategic partners, will transform the scale of your business.

Identify key players. Your Top 100 list should consist of individuals who have the power to significantly impact your business. These may include:

• CEOs and other C-suite executives
• Decision-makers in your target industries
• Influential thought leaders and industry experts

Research and refine. Thoroughly research each prospect on your list to understand their:

• Current challenges and goals
• Company background and industry position
• Personal interests and motivations

Dynamic approach. Your Top 100 list should be a living document, constantly evolving as you make connections and your business priorities shift. Regularly update and refine your list to ensure it remains aligned with your objectives.

3. Crafting Your VIP Makeover and Personal Brand

If you are already successful, or if you see yourself as becoming successful, you belong among other highly placed, successful people. Immediately.

Elevate your status. To connect with VIPs, you must position yourself as a peer. Enhance your personal brand by:

• Starting a blog or podcast
• Contributing guest articles to industry publications
• Speaking at conferences or events
• Writing a book or e-book on your area of expertise

Craft your VIP statement. Develop a concise, powerful introduction that establishes your credibility and value. For example: "I'm a hall of fame-nominated marketer, author, and Wall Street Journal cartoonist."

Cultivate expertise. Become a trusted source of insight and information in your field. Regularly share valuable content and stay up-to-date on industry trends to position yourself as a thought leader.

4. Designing Effective Contact Campaigns

Contact Marketing is capable of producing 100 percent response rates and ROI figures in the hundreds of thousands of percent.

Choose your approach. Contact Campaigns can take many forms, including:

• Personalized gifts or visual metaphors
• Targeted direct mail or email campaigns
• Social media outreach
• Phone calls or in-person events

Create intrigue and value. Your campaign should:

• Grab attention with creativity and personalization
• Clearly communicate the unique value you offer
• Provide a compelling reason for the VIP to engage

Include a hold-back device. Offer something of additional value that will be provided during a meeting or call to incentivize the VIP to connect with you.

5. The Art of Breaking Through to C-Suite Executives

To sell to a CEO, you must first understand their mission and make it your own.

Understand their world. C-suite executives:

• Focus on long-term strategy and big-picture thinking
• Are constantly pressed for time
• Seek opportunities to gain competitive advantages

Craft your approach. When reaching out to C-suite executives:

• Get to the point quickly and clearly
• Focus on how you can help them achieve their goals
• Be prepared to demonstrate your value proposition in under a minute

Develop an "Anti-Pitch." Instead of pushing your product or service, engage in a collaborative conversation to explore how you might be able to help the executive achieve their objectives.

6. Leveraging Executive Assistants as Allies

Executive assistants are the most important people you will ever encounter in your cultivation of critical contacts during your time in business.

Shift your perspective. Instead of viewing executive assistants as gatekeepers, recognize them as:

• Talent scouts for their executives
• Key influencers within the organization
• Potential allies in your contact efforts

Build relationships. To win over executive assistants:

• Treat them with respect and professionalism
• Clearly communicate the value you offer their executive
• Follow up with thank-you notes or small tokens of appreciation

Provide value. Offer information or insights that can help the assistant in their role or make their executive look good.

7. Nurturing Relationships and Expanding Your Network

You earn your network across the course of your career.

Follow through. Once you've made initial contact:

• Deliver on any promises or commitments made during your interaction
• Provide additional value through ongoing communication and support
• Look for opportunities to deepen the relationship over time

Leverage connections. Use your new relationships to:

• Explore cross-selling opportunities within the organization
• Seek introductions to other potential VIP contacts
• Develop strategic partnerships that can accelerate growth

Give back. As your network grows, look for ways to provide value to your contacts and help others in your industry. This reciprocity will further strengthen your relationships and reputation.

8. Harnessing Social Media for Contact Marketing Success

Social media and sales are no longer separate entities; they're part of a bigger whole called "Social Selling," or perhaps just "Selling."

Choose your platforms. Focus on the social media channels where your VIP prospects are most active, such as:

• LinkedIn for professional networking
• Twitter for real-time engagement and thought leadership
• Facebook for more personal connections

Engage strategically. Use social media to:

• Share valuable content and insights
• Comment on and share your VIP prospects' posts
• Join relevant groups and participate in industry discussions

Build your personal brand. Consistently showcase your expertise and unique perspective across your social media profiles to enhance your credibility and visibility.

Last updated: March 11, 2025