Had a conversation yesterday with someone in GM+ about a new offer they're spinning up.

Long story short, they're coming up against resistance in getting through to decision-makers, which is making it impossible to close deals.

The question is, how can you cut through the noise (and gatekeepers) to actually talk to the economic decision makers?

You know, the people who can actually authorise a payment to you.

It all comes down to what they want.

Here's a hypothetical.

Imagine you're trying to get in touch with a local realtor's business to help with their marketing.

You take the tried and true approach that everyone is doing.

1. Come up with a great offer
2. Start sending them emails
3. Pick up the phone and call them
4. Try this with every realtor within a set area

The problem? Every email, call, and follow-up only gets as far as a PA.

A PA who's been told by the decision maker to filter out all service pitches.

So, your outreach, along with your dreams of selling this offer, die on a PAs desk before even getting seen by the decision maker.

How can you get past that PA?

Do the work before reaching out.

Here's what I mean.

All the realtor wants is new customers.

And they get new customers by building a list of leads who are looking to buy/sell so they can follow up with them.

In this situation, I'd stop selling the service, and start selling the tangible outcome.

I'd...

1. Create a free lead magnet for buyers or sellers in a specific area
   1. Bonus points for doing it as a $1 Product to create cashflow for yourself as well
2. Promote it like mad in groups, communities, through ads etc
3. Build a list of a few hundred leads the realtor might want

Then I'd reach out again and instead of saying...

"I help realtors create leadflow through marketing".

I can say...

"I have a list of X00 people within [REGION] who are looking to buy/sell, ad I'm looking for a realtor partner to facilitate that. Can you help".

I've gone from selling something intangible (a service) to something tangible (a list of interested people).

This won't get past every PA or gatekeeper, but it'll open more doors than a generic marketing pitch.

Then, once you're in the door, if the leads are good, you can sell them on building the system for their business...

... or, if it's more profitable, you remain as a lead gen agency for the realtor.

Benefits of this are thricefold.

1. You can create your own cashflow by selling low-ticket items to house buyers/sellers
2. You have the one thing the realtor wants ready and waiting to go
3. You have your own list of leads you can continue to market things like affiliate offers to

Too many early-stage entrepreneurs are focused on selling the service, and when you're new, it's hard as you have no proof.

Stop trying to sell the service and start creating the result.

Then selling the service is 100X easier.

Pete "do the thing" Boyle

If you want to get advice like this for your biz, check out the GM+ Community here.​