Memo from Jon Spoelstra & Steve DeLay
WHEN YOU USE THIS LETTER
I’m not a fan of trying to get appointments by mail (or email) because it’s not effective in the volume that we need.
However, I first used the following letter for a specific situations when the San Francisco Giants brought me in as a consultant to help sell suites for their proposed new ballpark (known then as China Basin Ballpark and known now AT & T Park).
The goal was to get area CEOs to come to the SF Giants downtown office to see the mock-up and visual presentation of a Giants’ suite at China Basin Ballpark. If we were going to use mail, we’d have to do something to get the Administrative Assistant to make sure the boss got the letter. Thus, we attached two U.S. Currency bills to the top of the letter with a plain paperclip. The two bills were a $2 bill (there is such a thing, but you have to get it at a bank) and a $1, with the $2 bill showing. We hoped that the Admin Assistant would just pass through the letter.
We then had ‘assistants to the president’ (or regular Outside Salespeople) call the targeted CEO to set up the appointment. Often the assistant to the president talked to the Admin Assistant to come up with a convenient time for both.
This #3 letter worked with fantastic results. It worked so well, I used it again with almost every team that I was associated with.
But, one word of warning: you have to have something that is new and cool; it just can’t be the same old-same old.
Joe Smith
President
XYY Company
Main Street
Plano, TX
Dear Joe:
You and I are neighbors.
That and $3.00, however, will get you a cup of coffee today.
Instead of spending the money at Starbucks, I’ve got a better idea.
Even though you and I haven’t met, I’d like you to have a cup of coffee with me at a place that will make you say wow.
There are two good reasons for that:
- You can save money in different budgeted line items.
- You can increase revenue in a down economy.
Will these two bullet points help you in your business? Of course it will. And I’ve got proof that we can do this for you.
So, take a few minutes and come over and have a cup of coffee with me.
Years from now you will probably thank me for inviting you for a quick cup of coffee. You’ll also probably thank yourself for taking the time to see something that will be different and exciting and special to Collin County.
I’ll call to set up a convenient time for that 10-minute cup of coffee.
Best regards,
Scott Sonju
President
Frisco RoughRiders
P.S. Even if you’re not much of a baseball fan, you should have a cup of coffee with me if for no other reason that to see with your own eyes and hearing with your own ears something that you never could have imagined.