Smart Prospecting That Works Every Time!: Win More Clients with Fewer Cold Calls

Approach Letter with or Without an Information Packet

As you might expect, your approach letter is crucial to paving the way for an appointment. As with all other areas of the sales process, it must set you apart, making your target remember you vividly and in a professional way. Here are some sales pro tips:

• Print your approach letter on real company stationery (not just 20-pound printer paper) and make sure to sign it personally in blue or black ink.

• Don’t use a number 10 business-size envelope, those ubiquitous 4¹/8-inch by 9½-inch envelopes that (among other things) bring us bills and IRS notices. Use an Executive or Monarch size (3⁷/8 by 7½ inch), a 6-inch by 9-inch, a 9-inch by 12-inch, a brown Kraft envelope: whatever you can find ...