The

CLIENT VALUE
Pyramid

RAPID RESULTS
 Lead
Client Typical Initial Lead Follow-Up if they Follow-Up if they
Generation Initial “Offer”
Segmentation Services Generation take offer don’t take offer
Goal

r k s at all 3
t e m wo s will
a l s ys o f u
Ide b u t most vel we
level s ary le • Bespoke
a p r i m • Get face to face meeting • Referrals • High Value Briefing • Frequent personal follow- • Drop into Dream 100
have work
at consulting
with high potential • Private workshops (valuable in-person up (adjusted to follow-up
clients presentation) preferences of contact)
Small, hand-picked list • Personalised outreach
• Ideally where you (direct mail, LinkedIn etc.)
of your very highest Perfect demonstrate expertise
potential clients 10 and insight and begin to
explore client’s
challenges
• Packaged
services
• Get face to face or • Targeted speaking • High Value Briefing • Qualify potential and • Offer related Lead
virtual presentation • Endorsed mailing (valuable presentation promote to Perfect 10 if Magnet
with high potential (referrals at scale) delivered in-person or appropriate • Less-frequent personal
Qualified list of client online - e.g. 1-1 • Less frequent personal follow-up
Dream • Outreach campaigns (e.g. webinar)
next best direct mail, Linkedin, follow-up if not • Repeat offer of High
potential clients 100
email) Value briefing at regular
• Live and online intervals
networking (e.g. adding • Drop into “Rest” if
value in client groups) unresponsive
• 1-1 or group
coaching • Get email subscribers to • Online Advertising • Lead Magnet: free • Automated follow-up - e.g. • Retargeting
nurture for lower value • Joint-venture report, video, checklist, email
services or qualify and promotions webinar, quiz, etc. • If they begin to interact (e.g
As yet move up to Dream 100/ reply to emails, ask questions)
unknown Wider Perfect 10 for higher • SEO
then qualify and promote to
quantities - Audience • Online
value services if • Content Marketing Dream 100 if appropriate -
e.g. website (1,000+) appropriate (online and offline potentially offering High Value
training/
visitors • Build market presence articles, books etc.) Briefing
membership
and authority to amplify • PR (e.g. podcast guest • Offer online training/
marketing at higher levels appearances) membership or other lower
cost services as default -
potentially ascend as they see
the value
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