Recap the Prospect‘s Problems, Not How You Can Help Them
is an example of a follow-up letter that underscores the principles
of change agent selling. Because prospects have an inherent need to
be heard and understood, it is imperative to reflect back to your prospects
your interpretations of their situation and their key issues. This reinforces
the tenet that the salesperson who has the best understanding of a prospect’s
problem will consistently outsell the salesperson with the best solution.
Notice there are no statements about us or our superior offering. They
simply don’t care. Our recap is all about their problems and their
ensuing consequences. That’s what they buy.
5425 Miami Rd.
you for the time in allowing me to meet with you and Paul Jones. I appreciate
your openness in discussing the future vision of Principal Corporation
and I look forward to working with you in defining your sales process
and helping you to grow your business.
Corporation has been a very successful business. You have maintained
an unprecedented impressive record of doubling sales every three years.
You are looking to transition your business from a successful entrepreneurial
driven business to a more process driven, professionally managed business.
In looking to grow your business for the future, you have identified
the need for more structure in your sales process, more sales management
accountability, and a better handle on the strengths and weaknesses
and future potential of your salespeople.
to new markets – You are entering new markets beyond your
traditional markets and your team is going to face more competitive
issues and challenging sales situations. Their skill sets will have
to be upgraded in order to effectively compete.
- Target Accounts
– You are looking to segment more effectively key target accounts
to go after. In order to accomplish this you will have to manage your
salespeople closer and hold them more accountable.
- Lack of
Process – You want to institutionalize a more repeatable sales
process and selling proposition that will allow you to better qualify
selling opportunities in your pipeline and that will provide you with
a more professional approach.
- CEO Mentality
– You would like your salespeople to act more like owners. As owners,
they will have to have a much better selling strategy so that they can
protect their assets of time, information, resources, relationships
Opportunities – Your sales team is too quick to demonstrate
and propose and bid without first qualifying the opportunities (find
pain) and selling more strategically as opposed to transactionally.
- True Assessment
of Sales Force – Being new in your position, you want a better
handle on the strengths and weaknesses of your sales team so you can
grow it accordingly. Who has growth potential, who is open to change,
who is willing to take risks, and who are your future players? Also
it would be important to evaluate yourself to determine how to best
optimize and maximize your sales management potential. Bottom line,
after the assessment you will know who the right people are.
step of the process is where you can apply your own process, proposal
where you outline your process to address their problems.)
(Outline and detail the specific
steps to your proposal.)
investment for your product or service.)
I look forward to earning your trust and confidence and meeting with
you and your general manager to review all the details.