First cold sale: five free lead sources and the three-touch cadence over ten days

## First cold sale: five free lead sources and the three-touch cadence over ten days

In May 2009, eight months after I opened Herreira in Goiania, I met Daniela. Recently divorced, thirty-two years old, three small children, selling cosmetics by catalog with irregular income for two years. She wanted to become a demi-fine reseller but had a problem: zero clients. No one in her WhatsApp knew she was entering this market. I sat with her at the studio on a Thursday afternoon and we built a seven-day plan together. She sold four pieces in seven days — two to her apartment building neighbor, one to her hairdresser, one to the mother of her son's school classmate. Zero feed photos, zero paid ads, zero followers. Only five free sources and a three-touch cadence over ten days. That May 2009 week became the script Herreira still teaches today to starting resellers.