In the previous page, I showed you two replies, from two banks, using this sales process.
Could it bag a third meeting?
Nope.
Here’s a “Thanks, but no thanks” reply.
But carry on reading and you’ll see how these can still get your foot in the door.
Firstly – although it is a ‘No’ – it’s fair to say I’m on the map:
1) The CEO has delegated it down.
2) The relevant director has replied.
This means, a month or so on, you can write again to whoever replied, leading with:
“Thank you for your letter of the [date]…”
Then say something that will arrest their attention. Do your homework.
Doing so means you can guarantee their PA will plonk it down in front of them.
If you say something intelligent enough, you’ll get your meeting.
It’s exactly what I did with Whitbread, which started with this ‘no’:
A reply – even a ‘no’ – puts you on the map. Your next letter will be read. It’s the same with emails too.
The trick is to make that first contact count.
If you think of a ‘no’ as a knock back, you’re in the wrong business. It’s just their opening shot, that’s all. They don’t know you: they are responding how they normally respond .
And there’s a real trick to it – which is just as important – as you’ll see in the next installment, which is here.
Best
Al