Anyone in sales knows that it can be tough to get that first appointment with an ideal prospect. You might have to leave a voicemail, send an email, try to connect on LinkedIn, show up at their house, or volunteer to clean out their garage!
When trying to stand out, don’t overlook the option of sending a business letter.
You know what we’re talking about right? A short message on your letterhead, placed in an envelope, and sent via the Post Office.
If you decide to use this as one way to get in front of prospects, here are some guidelines to follow.
Guidelines for Writing a Sales Letter to Get an Appointment
- Be different, personal, and tailored in your approach
- Clearly state your valid business reason for writing today
- Use the customer's point of view throughout
- Demonstrate useful knowledge about her business (something you read, an observation made during a visit, etc.)
- Mention success stories, and show how you have solved problems for other clients
- Keep the letter to one page maximum
- Indicate the next steps you'll be taking, and the response you desire
The next time you compose a letter of introduction to an important prospect, follow these guidelines and you'll begin to demonstrate that you really DO bring more to the table than the average sales rep.
Editor's Note: This post was originally published on April 9, 2015 and has been updated.