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:
- Export/download your LinkedIn connections list
- Identify anyone you have worked with or spoken to before
- 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.
- Identify your Champions
(best clients, super fans, most trusting buyers) - Use Sales Navigator to find Twins
People with the same:
- Industry
- Job title
- Company type/size
- Region
- Filter to 2nd-degree connections
(to show mutual trust signal) - 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.
| Tier | Type | How to handle |
|---|---|---|
| Tier 1 — Hot | Inbound leads w/ clear interest | Move to call within minutes |
| Tier 2 — Warm | Viewed your profile, clicked featured, likes your posts | Engage gently over days |
| Tier 3 — Cold | No signals yet | High volume, low personalization |
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:
- Acknowledge — validate them
- Add value — offer a small resource or insight
- 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:
- Connection request
- One reply
- Resource clicked
- Short chat
- Short call booked
- Full call delivered
Each step earns trust to unlock the next.
Section G — Real Tracking = Real Growth
Use a simple tracker (spreadsheet or CRM):
| Name | Tier | Latest Action | Next Step | Due Date |
|---|---|---|---|---|
| John D. | Warm | Viewed profile | Engage with post | Tomorrow |
If you do not track, you cannot scale.
Matt calls this building a “Trust Score” system.
Mistakes That Kill Sales Conversations
| Wrong Approach | Better Approach |
|---|---|
| Long paragraphs | Short, text-message style |
| Pitching immediately | Earn permission first |
| Asking too many questions | One purposeful question |
| Focusing on yourself | Focus on their problem |
| Ghosting warm leads | Scheduled follow-ups |
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)