Tony Parinello recently released a new book which is more
timely and relevant than ever before. Entitled, Five Minutes With VITO-Making
the most of your selling time with the Very Important Top Officer, authors
David Mattson and Tony Parinello have been generous to share some chapter
excerpts with me that I now have the opportunity to share with you.
Since writing a powerful sales letter is a key
element of your successful selling strategy, here are Tony and David’s Four
critical tips for writing sales letters that deliver results.
Excerpt from Chapter 20
Radical Tactics for Explosive Results
Throw your old selling strategies out the window – it’s a
whole new world out there.
When the economy changes this much, this quickly, it can
leave even the best sales people with dry pipelines and smaller deal
sizes. This doesn’t mean that prospects
have stopped buying or that it’s impossible to make as much or more than you
made last year. You can still hit your
numbers if you know how to adapt.
The best sales professionals are flexible and
intuitive. They recognize that a shift
in the economy or their industry requires a shift in their selling strategy.
Their success is achieved by trying something new rather than clinging to what
worked in the past.
Instead of hammering the phones twice as hard as you used
to, ask yourself “Who is spending money right now?” Don’t
be surprised how high up in an organization you have to go to find someone who
can make a purchase. Your usual suspects probably have lost their budgets,
along with their authority to make most decisions.
Today’s real prospects – the ones
with buying power – have titles like CEO, owner or president. So says experts
and authors David Mattson and Tony Parinello, the authors of Five Minutes With VITO, Making the most of
your selling time with the Very Important Top Officer.
The people at the top are the people you should concentrate
on selling to, because they are still buying. Stay focused on the strengths of
your product or service, but understand that these prospects value things
differently today then their subordinates. You won’t
get VITOs interest by talking about features and functions or anything else
that falls short of helping the company 1) make money, 2) increase
productivity, or 3) reduce defects and other drains on profitability. It
doesn’t matter if you sell IT services or cleaning products, the person at the
top wants to talk to you if you make a clear case for positively impacting the
Now more than ever it pays to be persistent, unconventional
and smart when you’re prospecting. In order to get attention, you may need to
break some rules.
Four Critical Tips for Writing
Sales Letters That Deliver Results
critical tips for writing sales letters that deliver results
Writing a powerful sales letter is a key element of your successful selling
strategy. Variations of this letter can be used for contacting every
prospect on your list. You cannot afford to make a mistake on this
Critical Tip #1
NO logos. NO letterhead. NO slogans.
NO corporate branding.
Your sales letter should not include anything that easily identifies you or
your company. Force your prospects to read your letter before deciding
whether or not they know you – or want to know you.
Critical Tip #2
Keep it on one page.
Sure, you have lots that you want to tell your prospect. The problem is
that your prospect will not read more than one page of information. Keep
your sales letter short, to the point and leave lots of white space.
Critical Tip #3
Use eye-catching headlines.
If you want your sales letter to be read, it should be easy to scan. Your
prospect isn’t going to spend time looking for the most important
information. Make your headline brief, direct and to the point. Thirty
Critical Tip #4
Never fold your sales letter. Don’t use your company’s standard
envelope. Hand-write the address.
In order for your prospect to read your letter, they have to notice it
first. Use a large 9×12″ envelope with a handwritten name, title and
address, and a return address with no company name or persons name. Do
not put anything else (such as pens, business cards or oddly shaped objects)
inside. This is not direct mail, it’s the beginning of a business
To order the book or for more information click here.