Prospecting Letters Still Open Doors with New Clients

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I'm often asked about the effectiveness of letters as a prospecting strategy in today's digital world. You receive tips about email, cold calling, and webinars, but you rarely hear about letters.

Direct mail has fallen off considerably. Anything suspected to be a sales approach gets tossed in the name of productivity savings. That being the case, it's harder than ever to ensure your letter reaches the intended recipient. Even when you pay the extra money to send it via Express Mail, it's frequently an assistant who opens your letter and determines if the boss will read it. As a result, many sellers have given up on letters.

And yet, you're frequently presented with golden opportunities to use letters to make an impression and get in the door with top executives. Take this example: