Marketing Your Consulting Services.pdf - epiheirimatikotita.gr

Letter Mechanics The mechanics of this letter are not unlike any other important
letter you write. It should be neat, organized, and on your best stationery. Be certain
you are sending the letter to the right person. What a waste to go through all
that you have, only to learn later that you sent the letter to someone who retired
last week! It could be worse. The person you have targeted may have been promoted
from assistant director of sales to the director last year. Your attention to
detail may be questioned if you used an older reference and missed that change.
So check your facts out. Call the corporate receptionist and ask to speak to someone
in the department where your letter is headed. Double-check the person’s title
and spelling of the person’s name. Check the address.
Before you send the letter have it proofed by two other people. Proof it for
spelling and grammar, of course. You will also want to have it proofed for clarity
and whether your message is coming across. Have you identified your area of expertise
and how you could partner with the company? I try to have another consultant
read my letters before they are sent.
Do not send brochures or business cards with this letter. If you are considering
it, you have missed the entire point of this exercise. The letter should be a personal
marketing tool that stands on its own.
I usually send these letters in my regular stationery envelopes. Some consultants
send them flat in a priority envelope. Yes, it costs a couple of dollars as opposed
to a few cents, but it might be worth it to grab a potential client’s attention.
One last thing. I usually affix stamps to these letters, as opposed to putting them
through our postage meter. Metered mail always sends me the message of mass
mailings.
Step 5. Mail Your Letter and Follow Up as Promised
I find it best to call soon after I believe the individual has received my letter. I
start early in case the person is traveling. If you have targeted someone at the top
of the organization, you may encounter a gatekeeper, someone whose main job
is to protect the person. If a gatekeeper prevents you from reaching the person,
you can say, “I believe she is expecting my call.” You might also ask, “Can you
help me find a good time to call him?” When the gatekeeper specifies a time to
call, keep that call time religiously. I have even had one gatekeeper prevent others
from getting through when she knew that she had given a specific time to me.
By the way, gatekeepers can often tell you whether the individual has received
Prospecting in All the Right Places: How Do You Find Clients? 151