In my last post, I mentioned that Thom Singer had written about a strategy to get in to see C-level executives. My post pointed out that a one-page business letter could be the tool you need to get that appointment. Many salespeople have approached me since I´ve moved into the corporate office. Although I´m not at the C-level (yet) follow these tips if you want to get an appointment with someone like me:
1. Be sure you have my name, title, and company accurately spelled and worded.
2. Business letters are formal and the salutation should be "Dear Mr. Ross:" not, "Dear Glenn," or "Glenn."
3. Rather than start your letter with a question bearing on need, the first sentence should contain a referral. "Thom Singer and I were talking recently and he said you."
Do this because I want to know: How did you get my name? Who are you? What good will it do me to speak to you? Your letter should address all three. Because your name will be at the letter´s bottom, you do not need to mention it here. "I represent Acme Engineering"?¦" (Use "I" sparingly.)
4. Ask for the appointment only. Specify the amount of my time you need.
5. Your prospect research should have uncovered my buying motive. Take one paragraph to address how your company can scratch my itch.
6. In the last paragraph, thank me for taking my time to read your letter. Mention that you will be calling me in X number of days. Then call me on that day.
7. Use your company letterhead and be sure the letter is printed on bond paper, not your copy paper. Use only black font. Use a #10 business envelope with your company´s name in the return address area. Sign your name with a well-made pen.
8. Include only your business card. Anything else turns this into a direct mail piece and I´m throwing it away.
These tips will help you create a four-paragraph one-page business letter that can gain you an appointment. If you followed Thom´s suggestions, I might recognize your name. Send me the letter. I´ll remember it when you call.
Allbusiness.com Business Advisor
PS: I´m against using "PS´s" unless it´s something interesting the two of us have in common. "PS: Thom pointed out that you and I both have 12-year olds that play soccer. I hope your season is going well."