Favorable First Impressions —Farquharson/Tedesco
Make the letter about your solutions sales approach. Imagine a letter where you describe your company not by the iron on the floor, but by the statement, "We help our customers to find their customers." That's selling the sizzle.
Finally, remember to make your letter scan-able. Assume that someone who opens your letter is looking to get the gist of it and move on. It is for that reason that you want to add a P.S. at the bottom. Regardless of whether someone reads the letter or not, they will check out the P.S. Make it worthwhile.
Bill Farquharson is a respected industry expert and highly sought after speaker known for his energetic and entertaining presentations. Bill engages his audiences with wit and wisdom earned as a 40-year print sales veteran while teaching new ideas for solving classic sales challenges. Email him at bill@salesvault.pro or call (781) 934-7036. Bill’s two books, The 25 Best Print Sales Tips Ever and Who’s Making Money at Digital/Inkjet Printing…and How? as well as information on his new subscription-based website, The Sales Vault, are available at salesvault.pro.
Very much alive and now officially an industry curmudgeon, strategic growth expert T. J. Tedesco can be reached at tj@tjtedesco.com or 301-404-2244.
