Скачать или смотреть Got Your List of Top 25 ICP Targets? Cool. Now Tell Me Why You Actually Give a Sh*t About Each One.

I used to have my team go through the ICP exercise to get tight. And then I would say, okay, here's the details. Now set up your lists and Sales Nav and all that fun stuff. And they would have to come to me with their top 25, right?

But before they could even engage with their top 25 or start going after them, I said, okay, one more layer here.

Before you go after these accounts, I need you to go and look at these accounts and come back to me and tell me a reason why you personally want to work with that company.

I need you to have a connection to it. And I don't care what it is. It could be their product is awesome. Like their values are really strong on their website. Their mission is fantastic. Or their leadership is really good. Whatever it is, so that you can make that actual connection.

Because when you can make the connection as to why you wanna work with them, not just because they fit your ICP, well then your messaging becomes a lot more genuine, right?

And that comes through when you're reaching out to them and creating your campaigns and your approaches and your strategies.

And so that layer of like, okay, there's some autonomy here, right? Because I'm gonna give you the framework and you're gonna get the details here, but you get to go choose who they are.

Then when you choose who they are, you need to come back and tell me why you want to personally work with them. And that became a really good way for them to start to give a shit about the client as opposed to just treating 'em as another list of my top 25 that I'd have to go after the first one, the second one, the third one, the fourth one.

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