#3 Find and Start the Right Conversations – by Matt Lakajev

PlayBook#3 – (Framework sourced from Matt Lakajev’s strategy)

Why this Playbook matters

Content creates attention.
Conversations create revenue.
Matt is very clear about this:

→ Cash comes from conversations, not posts.

So we focus on moving people from passive viewers
to chats that lead to calls.

This Playbook gives you:

• Warm network activation
• Cold and “lukewarm” outreach
• Sales Navigator approach
• DM conversation flow
• Lead segmentation system

Section A — Start With Warm Leads First

(Quickest path to money)

Before searching for strangers, reconnect with the people who already know you.
This is called Warm Network Activation.

Steps:

1. Export/download your LinkedIn connections list
2. Identify anyone you have worked with or spoken to before
3. Message them using this simple re-activation script:

Warm Activation Script

“Hey [Name], it’s been a while.
I’m helping [target group] with [specific problem].
Are you still working on that or do you know anyone who might need help?”

Low pressure. Fast response. Easy pipeline lift with existing trust.

Section B — The “Closed-Loss” Campaign

(Revisit old leads every 30 days)

People who once said:
• “Not now”
• “No budget”
• “Maybe later”
may now be ready.

Matt’s rule:
→ Re-engage every 30 days.

Message template:

“Hi [Name], things change fast.
Quick check-in — is [problem] still a priority for you this quarter?”

This works because timing changes buying decisions.

Section C — Cold Outreach Strategy

(Better: Warm-introduced Cold)

Sales Navigator: Champions & Twins Method
One of Matt’s strongest strategies.

1. Identify your Champions
   (best clients, super fans, most trusting buyers)
2. Use Sales Navigator to find Twins
   People with the same:

• Industry
• Job title
• Company type/size
• Region

3. Filter to 2nd-degree connections
   (to show mutual trust signal)
4. Send the message:

“Hi [Name], I noticed you’re connected with [Champion].
We helped them with [specific result].
Thought it might be worth connecting.”

Not cold anymore — trust inherited.

Section D — Lead Segmentation (The 3 Tiers)

Not every prospect is equal.
Adjust your speed of follow-up based on their intent.

This prevents wasted time and maximizes outcomes.

Section E — The Waterfall DM Technique

DMs must feel natural — not like a job interview.
Matt teaches this:

The Waterfall:

1. Acknowledge — validate them
2. Add value — offer a small resource or insight
3. Peel-back question — one targeted question
   (Not paragraphs. Not multiple questions.)

Example sequence:

Step 1: “Appreciate your recent post on [topic] — great point.”
Step 2: “I have a case study that solves exactly that.”
Step 3: “Out of curiosity, is [pain point] part of your focus this month?”

This creates conversation without pressure.

Section F — “Sell Only the Next Step” Philosophy

Do not sell your full service in DMs.
Your only goal is micro-commitments that move forward.

Step-by-step progression:

1. Connection request
2. One reply
3. Resource clicked
4. Short chat
5. Short call booked
6. Full call delivered

Each step earns trust to unlock the next.

Section G — Real Tracking = Real Growth

Use a simple tracker (spreadsheet or CRM):

If you do not track, you cannot scale.

Matt calls this building a “Trust Score” system.

Mistakes That Kill Sales Conversations

The buyer should feel like the conversation is about them — not your target.

Quick Action Checklist

Complete these before you move to Playbook #4:

☑️ 25 warm reach-outs this week
☑️ Closed-loss follow-ups sent
☑️ Build a Champions list (min. 5 names)
☑️ 10 “Twin” outreach messages per day
☑️ Tag every active lead by Tier

When these are done —
Your pipeline will contain constant conversations.

Final Goal of Playbook #3

A healthy sales pipeline that never runs dry.

Once people are replying to you consistently,
you’re ready for:

Playbook #4 — Convert Conversations Into Sales Calls
(Scripts, trust gates, and call booking flow)