Dream 100 Playbook

To download the Dream 100 Playbook, scroll down the screen, hover over the attachment and click the download link.

The Dream 100 Client Playbook

The i-intro® Outreach Strategy for Winning Ideal Clients

Overview

The Dream 100 strategy, popularised by Chet Holmes in The Ultimate Sales Machine, is a

focused business development campaign. It helps you build relationships with your top 100

dream clients through consistent, personalised contact using LinkedIn, email and phone.

This approach complements your broader marketing and CRM automation by concentrating

effort where it counts most.

Step 1: Build Your Dream 100 List

Goal: Identify 100 high-value targets.

Divide your list into three types:

- Clients – Current repeat customers (aim for 20)

- Customers – One-off or occasional clients (aim for 30)

- Prospects – Organisations you'd like to work with but haven’t yet (aim for 50)

Tips:

- Choose contacts where you have a realistic chance of becoming a strategic supplier.

- Be honest about whether an FTSE 100 or Fortune 500 company is a viable target.

- Expect the list to evolve over time. Replace non-responders or dead leads.

- Use your CRM, past engagement records and market insight to shortlist.

- Give yourself a week to build the first version of this list.

Step 2: LinkedIn Pre-Engagement (Week 1–4)

Daily Activity: Connect with 10–20 Dream 100 contacts per day, using a 4-day cycle:

Day 1: Profile View

Silent engagement

Shows up in their "who viewed your profile

Creates initial awareness

Day 2: Like Recent Post (if they have posted recently)

Visible engagement

Your name/title appears in their notifications

Builds familiarity with your brand

Day 3: Follow

Shows continued interest

Your content appears in their feed

Establishes you as someone worth knowing

Day 4: Blank Connection Request

No message (higher acceptance rate with your profile strength)

Alternatively – simple message, eg “Nice to meet you here!”

Relies on mutual connections + established presence

Your headline/profile does the selling

Step 3: Warming Up Accepted Connections

After a connection is accepted:

- Day 1: Thank them; 'Hi [First Name], Thanks for connecting! – [Your Name]'

- Day 7: Share a relevant article or insight; 'Hi [First Name], I like to share content that I feel we

have in common, hope that’s ok!'

Step 4: Prepare Your Marketing Content (Week 3-4)

Prepare at least 3–6 months of content in advance (minimum 6, ideally 13+ messages), covering

themes such as:

- Retention benchmarks and myths

- Economic cost of poor hires

- Level 3 assessments

- Authentic leadership vs. technical skill

- Cultural fit and hiring frameworks

Step 5: Execute the Outreach (Weeks 3+)

Batch Your Dream 100 into 10 groups of 10

Daily Activity (repeat every 10 days per batch):

- ... and so on

Stagger LinkedIn messages, emails and calls by a day.

Avoid bulk-sending messages/emails – do 10 a day manually.

Step 6: Follow-Up Calls

Make 10 calls per day, each following the email or LinkedIn message by 24–48 hours.

Example voicemail:

'Hi [Name], this is [Your Name] from [Your Company] I’m following up on the email and LinkedIn

message I sent earlier this week. If you have a moment, I'd appreciate a quick chat. My number

is [Your Number]. All the best!'

Step 7: Run Your Email + LinkedIn Campaign in Tandem

Use the 10 LinkedIn message framework aligned with the 10-email sequence.

Sample Cadence:

- Week 1–2: LinkedIn Connection & Warm-Up 1 & 2

- Week 3: LinkedIn Message 1 & Email 1

- Week 5: LinkedIn Message 2 & Email 2

- Continue every 2 weeks

Step 8: Track & Optimise

Track the following:

- LinkedIn connection acceptance rate (aim for 40%+)

- Email open and reply rates

- Call answer rate and voicemail engagement

- Total qualified conversations booked

Step 9: Stay Consistent

The Dream 100 is a long-term relationship-building exercise. Success comes through

consistency.

Block out 1–2 hours per day for this campaign over 5–6 months.

Key Templates & Assets

i-intro® provides:

- Dream 100 Email Sequence

- LinkedIn Message Campaign

- Lead Revival Playbook

- Daily Activity Planner

- Dream 100 Tracker

- Account Director Support for content reviews

Final Thoughts

“The Dream 100 isn’t a task, it’s a mindset.” – James O’Brien, MD, i-intro®

Every recruiter using the i-intro® system has a valuable story to tell. The Dream 100 helps bring

that story to the right people.

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