Cold Call Letter or Email
Sometimes, for reasons many and varied, we may wish to contact people who do not know us but who represent superb prospective customers or clients. If your preferred approach to these people is by letter (or email) you need to be able to capture the attention of the true buyer. This may be achieved by including information of value and by bringing to the reader’s attention their own genuine and justifiable concerns.
This approach obviously requires careful research. The composition of that research may include:
- Finding the true buyer’s full and correct name
- Determining a physical delivery address for your letter rather than a PO Box
- Having a direct line telephone number for your follow-up call or at least the telephone number for the true buyer’s personal assistant
Ric’s Tips to improve success:
- Consider the option of a courier service, FedEx or at least an Express Post envelope to increase the chances of getting your letter on the buyer’s desk rather than opened and sorted in a mail-room or by an assistant
- Follow-up promptly with a telephone call, “as promised”
- Remember that the purpose of the letter is to arrange a physical meeting not to make the sale
- Refer to a challenge, predicament or difficulty or on the upside an opportunity presently of consequence and significance to the buyer
- Provide and impart value in the letter and arouse the interest and enthusiasm of the buyer; so as to be inclined to accept your telephone call
Example Layout
Dear Ms. MacKillop,
I recently read in the ABC Business Weekly that your company XYZ Pty Ltd is encountering roadblocks to recruiting and retaining quality people while struggling with the rising financial impediments of increasing salaries and benefits. Along with the subsequent competition for talent in your industry, these complications and hindrances will no doubt persist and perhaps escalate.
We have specialised in attraction, evaluation, development and retention strategies for organisations such as PricewaterhouseCoopers, Bendigo Bank, Stockland, and Toll. In reasonably brief time frames we:
- Create an “allure” for your organisation in non-financial inducements
- Develop a strategy to harness word-of-mouth marketing, including penetration into universities
- Gain buy-in and commitment from your own employees in recruitment
- Attain press and media coverage positioning your organisation as an employer of choice
Enclosed for your perusal is our Corporate Kit, which includes references, testimonials, case studies, and our very popular position paper, “Seven Strategies to Assess Recruitment Procedures.”
I will telephone you Tuesday at 11 am to explore further interest. If for any reason, Tuesday morning is not viable for you, our contact details are on the letterhead and we can arrange another suitable time to speak.
Thanks in advance for your consideration. I am looking forward to meeting you, and am convinced we can be of substantial assistance in the very short term.
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