For those of you in B2B sales, At Some Assembly Required–The Business Development/Networking Blog, Thom Singer lists ways to raise your visibility so that you can get in front of senior managers. His point is that you need to be proactive in increasing your visibility BEFORE you approach the prospect. Your goal is to have your name ring a bell with the prospect.
Let´s say you´ve followed several of Thom´s suggestions and now you stand out as an industry expert in your territory. But you still have to get that appointment for face time in from of that C-level manager. The best way is, of course, to use your networking contacts to open the door for you. But what if they fail you for one reason or another?
If e-mail and the telephone are either unsuccessful or not an option, I suggest you try a business letter. Ask yourself this: How many business letters have you received in the last five days? How many e-mails have you received over the same period? I´m guessing the answer to the first question is a single digit (perhaps a zero) while the answer to the second question probably has three or four digits in it.
I´m not talking about direct mail. I´m talking about a letter written to the executive on your letterhead, printed off on nicely weighted bond paper and mailed in a #10 business envelope. The letter is no longer than one page and it contains nothing other than your business card. This can be especially effective if the executive is more than 40-years old and remembers when business letters were commonplace.
In my next post I´ll list eight points to keep in mind when writing a letter. Learning to write effective business letters can be yet another resource for you in your quest to gain and serve new customers.