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Smart Prospecting That Works Every Time!: Win More Clients with Fewer Cold Calls by Michael D. Krause

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APPROACH LETTERS

The very first impression your prospect forms of you comes from your approach letter. As we’ll discuss, you’ll use a general template, but don’t make it a form letter: each prospect must feel you are thoroughly knowledgeable about his company and his pain and are able to help.

Format your letters as you were taught in Business 101 or in typing/keyboard/computer class.

By the way, there is no substitute for this first step. This is not e-mail. Write a formal letter, print it out, sign it, put a stamp on it, and mail it.

On the next pages are my template and three real examples from clients of mine, with details changed to protect their competitive edge.

Figure 7.1 shows the approach letter template you should use.

FIGURE 7.1 ...

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