The Ten-Day Letter

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You have a prospect you want to see. You’ve left voice mails. You’ve sent e-mails. You’ve even dropped by on occasion trying to catch them. But nothing has worked so far.

You need some way to break through the perception that you offer no value to the prospect and illustrate to that prospect that it would, in fact, be worth their while to meet with you, even if only for a moment or two. You need a way to articulate just how professional and well trained you are, and that your company does provide exactly the kind of value the prospect is looking for.

Why not give the Ten-Day Letter Campaign a try? This is an effective way to demonstrate why you and your company should be the prospect’s primary vendor.

 The Ten-Day Letter Campaign is a series of 10 letters, one each from you and nine other people within your organization. The letters are sent to the prospect, one after another over 10 consecutive business days. Each letter is a personal letter from you and your colleagues describing what each one of you do in your organization and the role each person plays in providing value for the prospect.

You will accomplish a number of things that will contribute to creating a new and more positive perception of the value you provide and why the prospect should meet with you.

First, you create a professional perception because you are writing a formal letter respectfully asking for a meeting to demonstrate what you can do for the prospect’s company.

Second, you demonstrate to the prospect that there are many people within your organization that value the prospect’s future business as much as you do. You are all working together to earn the prospect’s trust that could lead to a future business relationship.

The first letter is from you. You must write that you’ve been trying to arrange a meeting but to no avail. Then explain that you have enlisted your fellow coworkers to each write a personal letter to the prospect describing their role in the business fulfillment process if and when the prospect decides to do some business with your company.

You conclude by asking the prospect to consider the content of all of the letters and give you an appointment in 10 days when you call.

If you work in a radio station, your list of coworkers could include the General Manager, the Sales Manager, the Business Manager, the Traffic Manager, the Production Director, the Chief Engineer, the Morning Show DJ, the Promotions Director and, of course, a letter from another advertiser. 

Each one of the letters from your coworkers should include an acknowledgement that you have asked them to help you get the appointment. It should include a brief description of the work they do from their perspective and an explanation as to what role they play and why that is a value to the prospect.

The letters from your coworkers should conclude with a personal expression of hope that the prospect will indeed accept the request for an appointment and that they look forward to meeting them and taking care of their business.

The letter from one of your other satisfied advertisers would follow a similar format acknowledging the fact that you have asked them to write a letter on your behalf. But instead of describing the role the coworkers play, the advertiser would write a couple of paragraphs about you and your professional skills from the advertiser’s point of view.

Don’t send your letters until you have all 10 letters, printed, signed, and the envelopes typed. Don’t hand-address the envelopes for goodness sake, make it look professional. Then, put one letter in the mail every day for the next 10 days.

At the end of the 10 days, don’t be shy; call the prospect for the appointment.

Persistency is a fundamental key to success. Winston Churchill once said, “Continuous effort, not strength or intelligence, is the key to unlocking our potential.” The prospect will no doubt be impressed when they see this very persistent, yet very polite and professional effort to get an appointment.

You can download a template of all 10 letters for free at my website, www.spikesantee.com.

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