Here’s a real-life example of how to write an executive-access letter
JERRY STAPLETON
For SBT
Regular readers of this column are aware of the importance I place on the need for salespeople to gain access to executives. They’re also aware that I don’t place much stock in the conventional approaches for doing so, such as handwriting envelopes or relying on executive assistants for that access.
I advocate two access vehicles: 1) a letter or 2) a contact. Let’s talk about the letter; better yet, let’s dissect a real-life one.
The letter shown adjacent to this article was written by a salesperson, Paul, of one of my firm’s clients. Paul was attempting to reach the right senior executive at VISA, Bill Smith, in an attempt to create demand for a software solution that Paul’s company sold. He had done a few Knowledge Calls at lower levels at VISA in order to understand that firm’s – in particular, Bill Smith’s – business priorities.
1) All information in the heading came directly from VISA. No guesses or assumptions (John vs. Jon, Karl vs. Carl, Kari vs. Carrie, etc.) From my firm’s experience, over one-fourth of all sales letters have misspelled names.
2) Bill’s administrative assistant said everyone calls him "Bill." No generic, "Mr. Smith’s" here (We once sent a letter to a "Harold" whose assistant said everyone calls him "Happy," so our letter read, "Dear Happy" – and, yes, we got the meeting).
3) First two paragraphs demonstrate Paul’s knowledge of Bill. This gets his attention without being showy or patronizing. Never make stuff up here!
4) This paragraph and the four bullets are precisely the business issues Bill Smith is facing – not, as would be typical in most sales letters, the four key benefits of Paul’s product. This knowledge came mostly from the response Paul’s coach provided to a single question in a Knowledge Call: "If I were a fly on the wall in one of Bill’s staff meetings, what issues would I hear discussed as Bill goes around the table asking his staff to report on what’s happening?"
5) Two mini-paragraphs to position Paul’s request for the meeting.
6) Three sentences – count ’em, three – positioning Paul’s company and its value proposition.
7) The letter has been "pre-sold" to Bill’s assistant. (See my column in the Nov. 24, 2000 issue of SBT.) Note especially that Paul is engaging Marty the right way – as a conduit to facilitate his request – not as the so-called "gatekeeper" who has the power to grant or deny him access to the chief.
Try this format with some of your own sales situations (those that bear some resemblance to Paul’s situation at VISA), pre-sell it correctly, and you just might surprise yourself as you dispel the myth that letters aren’t a good executive access tool.
Jerry Stapleton is president of the IBS Group based in Elm Grove; www.theibsgroup.com. He can be reached directly at 262-784-0812. For a copy of the IBS white paper, "From Vendor to Business Resource", fax your request on letterhead to 262-784-0841.
Sample Letter:
(1)
Mr. William L. Smith
Executive Vice President, Delivery Systems
VISA International
P.O. Box 8999
San Francisco, California 94128
(2)
Dear Bill:
(3)
We recognize and respect the integral role that you and your staff have played in guiding VISA’s service-driven image in the last ten or so years since your transition from IBM.
Certainly the introduction of the MIP project and the strategic implementation of computing systems to address VISA’s fast-growing transaction volume are just two examples of where your presence is clearly felt.
(4)
Now, as VISA continues to strengthen its position as the premier payment system, and identify new and innovative transaction opportunities in market segments ranging from fast food restaurants to insurance, you may be reviewing such basic delivery systems-related issues as:
* Ensuring continued network stability against a background of potentially explosive growth in volume from Master Card and ACH transactions.
* Positioning VISA to quickly establish itself as the leader in debit card transaction processing (where system availability can be even more critical) in the event that the debit card concept gains wide consumer acceptance.
* Gaining enhanced marketing value from systems reliability to reinforce VISA’s competitive position with card center managers and consumers.
* Controlling the rate of growth of your network management staff while network growth itself continues.
(5)
Regarding these issues and others, Tricom Software can make substantial contributions that are consistent with your own delivery system’s objectives.
That’s why we’re contacting you directly. Simply stated, we believe a mutual business opportunity currently exists. The benefits of this opportunity are directly related to the broad scope of your responsibilities.
(6)
As a point of reference, Tricom is the nation’s largest privately-held software systems company, with more than 20 years of consistent growth. We are best known for our data and network management tools as well as application-specific products. We are also a broad-based systems support resource to other information-driven enterprises.
It is for these reasons that we request the opportunity to meet with you to make a concise business presentation on the above issues. (Perhaps Scott Curran and Rosland Smith would also be appropriate attendees.)
The purpose of this meeting is not that of a product presentation. Instead, its content is directed at our long-term business relationship, particularly as it relates to the delivery systems issues that you are facing.
(7)
Bill, we’re eager for this opportunity for a brief meeting with you. I’ll call Ms. Marty Davis in a few days to determine your availability for a 30-45 minute meeting.
We look forward to meeting you.
Cordially,
Paul Santini
PS:dr
