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Good morning! It’s National Locate an Old Friend Day. The perfect time to dig back through your old notes and reach out to that “old friend” of a prospect who ghosted you earlier this year. “Hey, old friend. I miss you. I wanted to see how you’re doing these days. Let’s talk?”. Now, let’s get into today’s Follow Up. (:
Forwarding to the boss 🗣
Lessons from the queen of sales 🧠
Economics of a sales training biz 🤑
Sales jobs & a meme 😂
Sales Tip of The Day 💡
When your prospect says, ‘I’ll forward this to my boss,’ use the opportunity for more discovery.
❌ “Thanks, I’ll wait to hear back.”
✅ “Perfect. What part of this would resonate most with your boss, and what might raise questions?”
This lets you know what’s most important (from the eyes of your prospect), and arms your champion with answers before they go sell internally for you.
You can’t always control the outcome, but you can help shape the narrative.
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Sales Lessons From Estée Lauder That B2B Reps Should Steal Today
Estée Lauder is one of the most legendary salespeople to ever live. It’s a fact.
Yet, when you think about the best salespeople in history, she’s probably not the first name that comes to mind.
Estée Lauder never carried a quota or used a CRM. But she built one of the most successful beauty empires in history through pure sales skills.
She put products in hands. Staged selling moments. Earned reorders. And of course, built a multi-billion-dollar empire (current market = $32.1B).
The same ideas that worked for her in the 1950s still work in B2B sales today.
So we put together four quick plays you can steal from Estée to fill up your pipeline and close more deals this quarter.
1. Make Trials Impossible to Refuse
Estée’s secret sauce was free samples and trials.
She handed out samples and gave demos everywhere she went. Department stores, salons, and even on the street. And it’s important to note*, this wasn’t the norm at the time. Companies didn’t default to free samples because there was a hard cost with every sample.
Estée made a bet on free samples because she understood that a demo sells better than a pitch.
In B2B sales, trials need an "aha" moment, and they actually need to get used! An estimated 40-60% of users who get a free trial never come back after they sign up.
Here’s how to combat the free trial black hole:
Create a 14-day guided trial with milestones, usage goals, and a success checklist.
Schedule follow ups to check in on usage and walk through best practices.
Launch a "trial kit" on day one. Preloaded data, reports, and a custom video that shows the value in 90 seconds.
Book the "trial close" meeting at kickoff, not after they've had time to get distracted.
2. Win over the Gatekeepers
Estée spent hours with salon staff and department store employees,
even though they weren’t the real decision makers.
She taught them about her products and built relationships that earned her goodwill and premium placements in the stores. When customers asked for recommendations, these ‘gatekeepers’ pushed them toward Lauder products.
In B2B sales, gatekeepers and final users are your secret weapons.
Run 1:1 meetings with security, data, finance, and teams who will actually be the end user. Give each group a reason for: "Why they need it, and what they get."
Offer selling materials for resellers, integrators, and agencies.
You’ll build an army of people who will sell for you when you win over the gatekeepers.
3. Change The Frame of the Purchase
In the 1950s, perfume was considered a "gift from a man." Women didn't buy it for themselves.
So in 1953, Estee launched “Youth-Dew” as a bath oil that happened to double as a perfume. Same product, different frame. Suddenly, women could justify buying a luxury fragrance for themselves because it was a “practical bath product”.
In B2B sales, you have the opportunity to reframe the cost of your product. Instead of just a "new software", frame it as "risk mitigation", "cost reduction", or a new “revenue opportunity”.
Same product, different framing.
4. Do the Unscalable
Estée personally visited department stores, set up counters, trained staff, and met customers. The boring stuff that’s manual.
She showed up in person and did whatever it took to win.
In B2B sales, the most powerful tactics are almost always* the ones that don't scale.
Handwritten notes to your biggest prospects.
Custom videos that take time to make.
Thoughtful gifts that they’ll actually use and appreciate.
These approaches take more effort than mass email campaigns. That's exactly what makes them effective.
Which Estee Lauder tactic is your favorite?
