Sales Follow Up Business Letters

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					How To Score Appointments
  And Sales With Bigger
         Clients
   Announcing An Honest, Direct, And
Extremely Powerful Method For Getting C-
     Level Decisionmakers Of Larger
  Companies Eager To Take Your Calls,
 Meet With You And Learn More About
       Your Products And Services



       www.TechnologyMarketingToolkit.com
          7 Fundamentals To Successfully
             Sell To Bigger Accounts:
1. Approach prospects with CONFIDENCE. There is nothing more
   detrimental to the sales process than appearing needy, nervous or insecure.

2. Start at the TOP.

3. Never forget that you are dealing with PEOPLE and that EMOTIONS are
   driving their decisions regardless of how big or small the organization. The
   key drivers are:
       Fear
       Ego and Competitiveness (desire to be #1)
       Wanting to feel important; make smart decisions
       Avoiding embarrassment
       Greed, turf protection and the desire for self-preservation

4. Have a clear, strong, and quantifiable VALUE PROPOSITION that is
   meaningful to a C-Level decisionmaker.
      Position yourself as a business consultant not a “techie”
      Know what the NET benefits are if a client engages with you
      Know why a prospect should choose YOU over any and every other
        option (USP or key differentiators)

5. Never limit your touch point to ONLY ONE PERSON. Almost ALL
   decisions in larger companies are made by a group of people.

6. RESEARCH your prospects carefully to know:
      Who their customers are and what they do for them
      Who the potential decisionmakers and influencers are
      What industry trends are affecting them
      Who their competitors are
      What significant changes or initiatives are going on
      What’s HOT in their industry right now
      What’s controversial in their industry right now

7. Remember, not everyone will see value in what you do or be ready to
   engage with you right away; the worst they can say is NO.


             www.TechnologyMarketingToolkit.com
                         3 Execution Steps:
Step 1: Define Your Value Proposition And Key Differentiators
   At least part of your value proposition has to have a direct financial impact
    on the organization (save money, make money) if you want to get an
    appointment with the CEO/CFO.
   Create this by talking to your existing customers using the “Value
    Proposition Creator” and quantifying what you’ve done for them.

Step 2: Choose Your Targets
     Make a “Top 50-100” hit list
     Research those clients using Hoovers and by going to their web sites
     If you don’t know or can’t find who the key influencers are, use the
      “Telemarketing Script For Cleaning And Qualifying A Cold List.”

Step 3: Execute The Process
     Divide your prospects up into small, manageable groups of similar
      organizations.
     Mail your letters using #10 envelopes, hand-addressed or via FedEx if you
      can afford the extra cost.
     Make your follow-up calls within 2-3 days of the letter hitting the desks of
      your prospects.




                www.TechnologyMarketingToolkit.com
                            Value Proposition Creator
Make a list of your very best clients. Call these customers using the script below. It’s critical that
you record these calls so you don’t miss any of the comments made and so you can use the
recording (with their permission) on your web site. Ultimately, you want to be able to complete
this sentence:

     If you are a…<<fill in the parameters and identify what characteristics make for a good
     prospect for you>>

     Then we can help your organization by…

      Result #1 (Financial Benefit)
      Result #2 (Service, Response Time, Competence)
      Result #3 (Emotional: Peace Of Mind)

     What makes us unique is…<<USP>>.

     Which ultimately means to you…<<Benefit>>.

Example:

     If you are business owner in the Nashville area with 10 or more computer users that is
     frustrated with the current level of service, responsiveness and competence of your current IT
     person, then we can help you:

      Instantly cut your IT support costs by 12% to as much as 43% without sacrificing speed,
       performance or quality of service – and in most cases, we dramatically IMPROVE it.
      Eliminate the frustration of nagging, recurring computer problems finally and forever.
      Ensure that your network could be back up and running FAST in the event of a disaster.

     What makes us unique is the fact that we are the only firm in Nashville that actually
     understands what matters most to you: sales, profits and eliminating problems that frustrate
     you and your staff. We are profit and productivity specialists who simplify technology and
     operations versus IT guys who just install desktops and software. Plus, we are the only firm in
     this area that guarantees we can reduce downtime or IT problems to one minute a month -- or
     LESS.

     This ultimately means you can relax and focus on revenue-producing initiatives instead of
     dealing with IT problems, downtime, data loss and rising IT costs.




                         www.TechnologyMarketingToolkit.com
    Telephone Script For Determining Your Value Proposition:
Step 1: Tell Them The Purpose Of Your Call

“Hello Mr. Customer, this is John from XYZ company. The reason I am calling today is
because I need your help. Do you have a minute right now? <<Pause and wait for a
response>>.

If no, then say, “Okay, when would be a good time for me to call back and spend about
4 to 5 minutes on the phone with you?”

If yes, then continue…

“We are working on defining the financial metrics and impact our products/services
have had on our clients’ businesses. Because you are <<one of our newer clients/older
clients/best clients>>, I wanted to ask you a few questions to try and determine what
that has been for you.”

“First of all, think back to when we first started working together…as I understand it,
you were having problems with <<fill in problems and/or situation…your server going
down, e-mail problems, slow performance, you were paying $X dollars for Internet and
phone service, you were paying $X for remote backup, etc., etc.>> Is that correct? Was
there anything else? What else? What else?”

Note: If you don’t know or don’t recall what problems they were having, then ask,
“Think back to when we first started working together; what were some of the problems
you were experiencing that prompted you to give us a call?” Then keep asking, “What
else? What else? What else?” until they run out of answers.

Now that we’ve <<fixed all of those issues and made those problems disappear,
switched you over to XYZ service, etc.>> what would you say has been the single
biggest benefit to you and your business? <<Wait for the answer>>

Step 2: Dig For Specifics

How about in the area of…

    Reduction of Costs?
        o Decreased costs, tangible <<reduction of staff, cheaper solutions,
           reduction in ongoing support costs, etc.>>
        o Decreased costs, intangible <<reduction of manual labor, reduction of
           unplanned downtime, avoid the need for emergency repairs, etc.>>


                 www.TechnologyMarketingToolkit.com
    Increased Sales or Profits?
        o Increased sales or profits, tangible <<example: a client of mine installed a
            video system in an eye doctor’s office that would play commercials for
            the various services and products the doctor offered, which produced a
            measurable increase in sales.>>
        o Increased sales or profits, intangible <<processing sales faster for
            customers, enabling on-the-road sales people to work faster, easier so they
            can be more productive, eliminating spam, automating manual tasks,
            etc.>>

    Productivity?
        o X more hours available for work multiplied by salaries paid

    Customer Service
        o Faster service to customers
        o Better reporting
        o Increased loyalty

    Competitive Advantage?
       o Service customers faster
       o Enable them to brag about their systems and/or security
       o Free up money for marketing and development

    Are You Less Stressed, Worried, Aggravated? Time Saved?
        o Frustration with current vendor
        o Fear of losing data, being down, looking bad
        o Fear of not being compliant
        o Embarrassment <<explaining to customers their data was compromised,
           that you can’t process their order because the system is down, etc.>>
        o Peace of mind

Step 3: Confirm, Document Their Results And Offer A Gift

“So, if I understand you correctly, we were able to <<feedback all answers to
questions>>, is that right?”

Great. I really appreciate this favor because I know how busy you are. With your
permission, I’d like to send you a small gift of <<insert gift>> just as a token of our
appreciation.

I’d also like to document this as a case study. Would you mind if I write this up and e-
mail it to you for approval? Can I rely on you to send me back any changes and/or an
approval?”



                  www.TechnologyMarketingToolkit.com
TIP: The reason you want to provide a gift is to induce reciprocity and ensure that they
follow through. This gift should be something with value. Don’t be cheap! Think of
how much money their testimonial will be worth to you in increased sales! I
recommend gift certificates, free products, or gift baskets. You also want to send it
immediately. Make sure they get their gift within the week for maximum impact.

Example Of A Good Testimonial:

                  $0 to $67,500 in 6 Months
                  “Robin, if you want either the Toolkit or the Managed
                  Services Marketing Blueprint back, you will have to pry it
                  from my cold, dead hands! I was able to go from $0 in
                  recurring revenue to $67,500 in just 6 months through pure
                  determination and Robin’s smart marketing. Robin, your
                  dreams are helping to make my dreams come true and for that,
                  my family and I will be eternally thankful.” - David Hodgdon,
                  President, Carroll Computer Services




                  www.TechnologyMarketingToolkit.com
                      Telemarketing Script For Cleaning
                         And Qualifying A Cold List
The list is the single most important element to any marketing campaign; so, before you send
out direct mail to any cold list you’ve purchased, it’s smart to call the list and verify as best as
you can that the people on it are worthy of investing time and money.

The main areas you want to qualify are:
    How many PCs and servers?
    Who is the CEO?
    Who is supporting their network?
    What is their correct mailing address to reduce nixies?

Keep in mind that this script won’t tell you if they are INTERESTED in buying your services
or if they have a need right now, but it will be a good first round to qualifying basic
information. Also remember that the responsiveness of a list or target group of prospects is in
direct correlation to your relationship with it, so don’t expect miracles or a quick fix if you’ve
not done any type of consistent marketing to these people. Look at this as a first step in a long
journey to developing trust and top-of-mind awareness through frequent, relevant and
interesting communications.

Before making the call, go to the company’s web site, verify the address, and try to determine
who the CEO is. You will do much better if you know this information in advance.

“Hi <<Mary>>, this is <<Your Name>> calling from <<Company.>> I’m sitting here filling
out an invitation to your company’s CEO to invite them to an executive Lunch and Learn
seminar we’re holding and need to verify the address to send this invitation. Is it…<<say
address>>?”

“Great! And the CEO is <<Name>>?”

NOTE: If you don’t know the CEO’s name, then say: “Could you please spell the CEO’s
name?”

“Thank you! I would also like to include an invitation to your <<Operations Manager/ Vice
President/Whomever else you want to get access to>>….may I get that person’s name? And
are they at the same address or is there another address I should send their invitation to? Is
there anyone else who is involved with your computer network?”

“And, just so I make sure to send the right information to them, do you outsource IT support or
is there someone in-house doing it? And what is that person’s name?”

“Oh, and one last thing… would you happen to have the CEOs e-mail address so I can send a
follow-up invite via e-mail?”

“Thanks! I’ll get this invite out to them right away.”



                    www.TechnologyMarketingToolkit.com
    Telemarketing Script To Follow Up On The Letters Sent
YOU: “Are you the Executive Assistant to <<Prospect>>? Good. May I ask your
name?”

THEM: “Mary”

YOU: “Hi, Mary, my name is <<Your Name>> and I am the <<Title>> of
<<Company>>. I’m calling to follow up on a letter I sent to <<Name Everyone You
Sent The Letter To: Leverage 1, Leverage 2, and Leverage 3>> that was dated
<<DATE>>. You should have received it in your office on <<Monday>>. I’m calling
to follow up with <<Leverage 1>>, but I don’t need to speak directly to them right now
provided I can take direction from you. Do you have a minute to jot down my name and
number and let me fill you in on what this is all about?”

THEM: “Sure…”

YOU: “Excellent! Again, my name is <<Your Name>> and I am the <<Title>> of
<<Company>>. As mentioned, I sent a letter to <<Leverage 1>>, <<Leverage 2>> and
<<Leverage 3>> on <<DATE>>.”

    YOU: “Do you know if <<Leverage 1>> has seen the letter?”

      THEM: If the answer is “No,” or “I don’t know,” then…

      YOU: Have an e-mail open and waiting with the letter attached so you can e-
      mail it instantly to the executive assistant. Ask him/her, “What is your e-mail
      address? I can shoot it right over to you now so it doesn’t get lost again.” Then
      say, “Could you please make sure that <<Leverage 1>> gets this letter and then
      tells you whether or not he/she would like to grant our request? I’ll follow up
      with you in a few days to get their answer.”

      THEM: If the answer is “Yes, they have seen the letter,” then ask…

    YOU: “Do you know if they want to grant our request for a <<20-minute
     meeting/phone call>>?”

      THEM: If the answer is “No,” then….

      YOU: “Okay, thank you for letting me know. Please let him/her know that I will
      be following up with the others to determine their interest level.”

      THEM: If the answer is, “Yes, they have been given the letter but I don’t know



                 www.TechnologyMarketingToolkit.com
       whether or not they read it or if they want to meet with you,” then ask…

    YOU: “The next time you see <<Leverage 1>> could you please find out the
     answers to three very simple questions so I know what they want me to do?
     Great:
        o Did they see the letter I sent…
        o Do they wish to grant our request for a <<20-minute meeting>>, and…
        o If the letter was routed to someone else, who was it routed to?”

    “If he/she does wish to grant the <<call/meeting>>, could you please ask them
     what dates and times would work best so I can arrange that with you when I call
     back?”

THEM: “Sure”

YOU: “Thank you. If I don’t hear back from you by <<3-day span>>, I’ll call to find
out if <<Leverage 1>> has seen the letter and wishes to grant my request. Also, as
stated in my letter, I’m going to follow up with the other people I sent the letter to, to
find out their responses as well.”

Repeat the process to follow up with everyone you sent the letter to. If the letter was
routed to someone else, follow up with that person, letting them know that you were
told a letter you sent was routed to them by <<Name>>, and that you were following up
to see if they wanted to grant your request for a phone call or meeting.




                  www.TechnologyMarketingToolkit.com

				
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