There are 100 ideal buyers out there who are a perfect fit for your service — they spend more, buy more often, and close faster. This playbook shows you how to find them and go after them relentlessly.
Start with a pilot campaign. Our team deploys these exact strategies end-to-end for your business — fully managed, from data collection to meetings booked straight into your calendar.
The Dream 100 Strategy, originally created by Chet Holmes, is a sales approach where you identify the 100 ideal prospects or partners who are the best possible fit for your business — and focus a disproportionate amount of your time and resources on converting them. Rather than spreading outreach thin across thousands of leads, you go deep on a small, high-value list.
Standard outbound prioritizes volume — large lists, automated sequences, generic copy. Dream 100 flips that. It prioritizes account quality and personalisation over scale, using multiple touchpoints (physical mail, gifts, handwritten notes, email, LinkedIn) to build familiarity before ever making an ask. The result is higher close rates on accounts that are worth significantly more.
Start with 12–20 accounts and work up to 100 over time. The point is to keep the list small enough that each outreach touch can be genuinely personalised. Cleverly used a list of 12 at launch and closed 2 — quality over quantity is the entire philosophy of this strategy.
The best prospects closely resemble your existing best clients in terms of company size, industry, and business model. If you're early-stage, look for accounts with shared context: same city, same alumni network, or same industry groups. Shared background creates natural rapport that makes cold outreach feel far less cold.
Yes — it's particularly effective for B2B services where deal sizes are large and relationships drive buying decisions. The multi-touch approach (gifts, handwritten notes, personalised email) works precisely because it's unusual in B2B. Most competitors are sending the same cold email template. Showing up in someone's physical mailbox before their inbox is what creates the pattern interrupt that gets you noticed.
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