ENS on Sales

ENS on Sales is Rick's free weekly tip for Media Reps and Managers.  We provide short, useful advice every week to help guide media reps and managers to become better at what they do.  Many managers tell us they find the tips as useful topics for sales training, and media reps find some of the topics useful as client leave-behinds.  We address topics such as:

• Time Management
• Ad Writing and Creativity
• Creating Strategy
• Effective Advertising
• Prospecting
• Motivation
• Goal Setting
• Best Selling Practices
• And much more

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Current ENS on Sales Issue:

The Letter Nobody Sends Anymore

(Which Is Exactly Why You Should)

When was the last time you sent a real letter to a prospect?

Not an email. Not a LinkedIn message. Not a “Just checking in…” text.

An actual letter. In an envelope. With a stamp.

There’s a line from sales trainer and author Jeffrey Gitomer that always stuck with me:

“The more creative you are in your approach, the easier it is to get the appointment and make the sale.”

Most tend to be predictable in their approach.

Call.
Voicemail.
Email.
“Following up.”
Silence.

Rinse. Repeat. Complain.

What if instead, you sent a letter that made them think? Not a brochure. Not a rate card. Not a résumé disguised as a sales pitch.

A one-page letter with three hard questions.

Imagine a Prospect Opening This:

Dear John,

I don’t know you yet, but I do have three important questions you might want to think about. (or whatever short intro you prefer)

1. If your biggest competitor decided to increase their advertising by 50% tomorrow… what would you do differently?
2. Imagine a potential new customer. Would you rather they find your business online by typing in your business name? Or by typing in “plumber in Dayton”? (or whatever category fits)
3. If I asked five of your best customers why they chose you, would they all give the same answer?

Make your own questions though or tweak these. Make sure they’re kinda tough to answer or at least makes them pause a bit.

You could also come up with a list of questions with your team. Two brains are better than one! Come up with questions that most business owners probably haven’t heard before.

Then…. No pitch. No pricing. Just:

“I’ll give you a call later this week.”

That’s it. You’re not selling. You’re provoking thought.

We’ve talked before about how business owners are evaluating YOU more than your media plan. A letter like this positions you as someone who thinks differently – not someone chasing a quota.

And when you call three or four days later? Don’t ask if they received it (it’s a real easy way for them to say no… and we don’t want them saying no).

“John, I sent you a short letter earlier this week with three questions. Did any of them strike a chord or make you curious at all?

If they say they didn’t receive the letter… just go with the flow and ask them one or two of your questions over the phone. And let the conversation go from there.

Either way… This is a very different phone call than:

“Just touching base…”

Why This Can Work

• Mail is rare now – so it stands out.
• Hard questions create tension.
• Tension creates curiosity.
• Curiosity creates conversations.

You’re not begging for 20 minutes. You’re earning it.

Pick five prospects this week.

Write five thoughtful letters. No fluff. No corporate garbage. No “We are the #1 station in the market.” Just three sharp questions that hit where it matters. Then call them.

If you want different results…

You have to stop doing what everyone else is doing.

Keep it short. Make it different.

So…

How creative are you?

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