I’ve written a couple of posts on how to write a world-class prospecting system. You can find them below:
What I want to do in today’s post is share with you how to systematize it. It makes all the difference.
In fact, sales professionals should systematize for maximum efficiency with these 4 tips.
4 Tips to Systematize the Use of a Great Prospecting Letter
- Write one letter to many prospects – The purpose of the letter is to warm up the call. Therefore, you don’t want to spend a bunch of time you should use calling writing letters. You need a letter you can use over and over again. In reality, you probably will have a couple of different letters that work for different geographies or submarkets.
- Customize the first paragraph – A best practice here is to write the first paragraph in a way that can be customized. Use the address – sometimes that is all you need. Then write the rest of the letter that can stay the same for the rest or your prospective buildings/prospects in that market.
- Delegate as much as possible – We used to send 30 letters a week on average. My assistant printed the letters, hand addressed the envelopes, sent them, logged that they were sent and to whom in ClientLook, and then created a follow-up task for me to call them the following week. All I did was write the original letter and physically sign the letters she printed. The entire system was almost entirely executed without my involvement. After we set it up, I spent zero mental energy on it.
- Decide how many each week (it shouldn’t be the same) – A key part of the letter is to inform the reader you will be calling. Because of that, you never want to send more letters than you can call the following week. So keep an eye on your capacity. Do you have a particularly full week coming up? Going on vacation? Adjust accordingly.
If you would like a copy of a letter I used years ago with great results, just click the button below. Keep in mind that this letter is very simple. But simple works and can be very effective. In fact, I was taught the original version of this letter from a friend and colleague.