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Power Sales Writing by Sue Hershkowitz-Coore

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CHAPTER 19HOW TO FOLLOW UP WHEN YOU’RE IGNORED—OR WORSE

The gold is in the follow-up.

SPEAKERSUE

You’ve followed all the strategies and tactics in this book, and you still can’t get a response from an important prospect. What now? Review your sales writing strategy.

Let’s say you wrote an initial “cold” prospecting e-mail to a procurement manager, and it looked like this:

Hi Melinda,

Your name was given to me because you are responsible for procuring the best pricing and highest-quality products for your company. May I phone you Tuesday to discuss innovative options to provide ABC with value and consistently high-quality widgets?

Your e-mail was well crafted; you began with a truthful touchpoint, offered a solution, and respectfully asked ...

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