Summary of Stu Heinecke's How to Get a Meeting with Anyone

Please note: This is a companion version & not the original book. Book Preview:

#1 Contact Marketing is the art of breaking through to specific people of strategic importance, often against impossible odds, to produce a critical sale, partnership, or connection. It is a form of marketing that directly involves salespeople as the response channel.

#2 Marketing campaigns have three critical metrics: cost, response, and return on investment or ROI. In the world of contact marketing, every one of these is wonderful and bizarre.

#3 The Sandler franchisee targeted five Fortune 1000 CEOs, and after meeting with them, two bought starter programs on the spot, worth an estimated $50,000 each. The campaign generated a 100 percent response and an 8,000 percent ROI.

#4 The use of gimmicks in marketing is not a gimmick, but it is a understandable reaction based on conventional expectations of marketing and sales performance.

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