The short answer to the above question is "access". Every company no matter how big, small or developing has THAT ONE contact, that DREAM CONTACT, that they wish they could have access to, but for what ever reason, they don't.
The following techniques pioneered by one of my business mentors Michael A. Boylan, will describe how I was able to contact and get the attention of the major world oil producers.
At the center of the technique is a very powerful letter writing method called the Circle Of Leverage. The Idea behind the Circle Of Leverage is leveraging human relationships within companies as well as outside direct competitor companies to capture the attention of the decision makers you are seeking to grant you meetings with them.
Your Circle Of Leverage letter must answer these essential eleven questions:
1. Who are you?
2. What do you do?
3. Why are you sending this to me?
4. Who else are you sending this message to?
5. What's this about?
6. What do you want from me?
7. When do you want it?
8. How long will it take?
9. Who needs to be involved?
10. How will it benefit my organization?
11. Who else do you do this for?
This style of letter writing acts upon your prospect's 4 key engagers:
1. Your Prospect's Fear of Loss:
*Of their job.
*Of a possible promotion.
*Of credibility.
*Of respect from their superiors.
*Of respect from their peers and equals.
*Of power.
*Of authority.
*Of trust.
*Of responsibility.
2. Your Prospect's Curious Insecurities:
*Who else is involved?
*What kind of exposure is this getting?
*Who else is paying attention?
*Should I be paying attention?
*What if this is important?
3. Your Prospect's Competitiveness:
*Toward competing firms.
*Toward other divisions or units within their own firm.
*Toward equals within their company.
*Toward insubordinates who are bucking for their job.
4. Your Prospect's Desire To Be A Serious Player:
*Within their own organization.
*Within their unit or division.
*Among their peers.
*Within their industry.
*In their boss's eyes.
Sample Circle Of Leverage letter utilizing INTERNAL leverage points only:
Your name
Title
Your company name
Address
Dear (first name only),
You don't know me, and I don't have any credibility or prior business relationship with you or your company.
(internal leverage paragraph)
As (insert your title and area of responsibility here..i.e.founder, CEO, President, Manager, Account Executive, etc.) of (insert name of your company and where you are headquartered), I am writing to you, (insert first and last name of leverage point #1), (insert first and last name of leverage point #2), (insert first and last name of leverage point #3), (insert first and last name of leverage point #4), (insert first and last name of leverage point #5), and (insert first and last name of leverage point #6), because I am looking for the most appropriate, correct, key senior executives to deal with in regard to scheduling a (insert your desired request for access here...i.e. 30-minute in-person appointment) on (insert specific dates, or within the next two to three weeks) to present what we call our "Capabilities Presentation" -an overview of how we can help you: (list here the specific, tangible, net benefits you or your product or service can provide the prospect).
Our business is helping people in your industry to (_____). The net benefits we deliver are (_______), (_______), and (_______). Some of the customers we have helped are (insert names of companies in direct competition to your target prospect). IF YOU HAVE NONE, LEAVE THIS SENTENCE OUT.
Our key point of difference is (_______), and therefore we are proud of our position at the (_______).
In an effort to be a good steward of your time, we've already done some background research on your company and understand from reading your (annual report, 10K, 10Q, and or other information) that your near-term goals are to (list here the pertinent goals and objectives of the prospect company that your offer can help them address. This proves to your prospect that you are serious about wanting access. You've done your homework and know what you are talking about).
If you grant me the appointment, what I will present is (List the rough agenda that you will be presenting. This is so the prospect understands what they are signing up for if they grant you access. This also communicates that you are organized and prepared).
When I follow up with your executive assistant in the next two to four days, I do not need to speak with you. Please let your assistant to know if you wish to schedule (insert your request for access here) and what times work best for you, so we can schedule it through him/her.
Thank you for your time. I will follow up shortly with your executive assistant to learn if you have seen this letter and if you wish to grant our request for a (request for access).
I hope to meet you soon.
Personal regards,
Signature
Your Name
Title
Company Name
Sample Circle Of Leverage letter utilizing INTERNAL and EXTERNAL leverage points:
Your name
Title
Your company name
Address
Dear (first name only),
You don't know me, and I don't have any credibility or prior business relationship with you or your company.
(internal leverage paragraph)
As (insert your title and area of responsibility here..i.e.founder, CEO, President, Manager, Account Executive, etc.) of (insert name of your company and where you are headquartered), I am writing to you, (insert first and last name of leverage point #1), (insert first and last name of leverage point #2), (insert first and last name of leverage point #3), (insert first and last name of leverage point #4), (insert first and last name of leverage point #5), and (insert first and last name of leverage point #6), because I am looking for the most appropriate, correct, key senior executives to deal with in regard to scheduling a (insert your desired request for access here...i.e. 30-minute in-person appointment) on (insert specific dates, or within the next two to three weeks) to present what we call our "Capabilities Presentation" -an overview of how we can help you: (list here the specific, tangible, net benefits you or your product or service can provide the prospect).
(EXTERNAL LEVERAGE PARAGRAPH TO BE USED ONLY WHEN YOU ARE SIMULTANEOUSLY HITTING OTHER DIRECTLY COMPETING COMPANIES IN THE SAME INDUSTRY)
This exact letter has also been sent to very specific, key senior executives of exactly your level of power, authority, title and scope of responsibility at (list the company names of 2 or more direct competitors of your target prospect company). Why? Because we know we can benefit them in the same way we can benefit you. They're receiving this very same letter at roughly the same time you are receiving yours. We expect to be meeting with the senior executives within these companies as well, (when...i.e. within the next two to three weeks) to present them our "Capabilities Presentation."
Our business is helping people in your industry to (_____). The net benefits we deliver are (_______), (_______), and (_______). Some of the customers we have helped are (insert names of companies in direct competition to your target prospect). IF YOU HAVE NONE, LEAVE THIS SENTENCE OUT.
Our key point of difference is (_______), and therefore we are proud of our position at the (_______).
In an effort to be a good steward of your time, we've already done some background research on your company and understand from reading your (annual report, 10K, 10Q, and or other information) that your near-term goals are to (list here the pertinent goals and objectives of the prospect company that your offer can help them address. This proves to your prospect that you are serious about wanting access. You've done your homework and know what you are talking about).
If you grant me the appointment, what I will present is (List the rough agenda that you will be presenting. This is so the prospect understands what they are signing up for if they grant you access. This also communicates that you are organized and prepared).
When I follow up with your executive assistant in the next two to four days, I do not need to speak with you. Please let your assistant to know if you wish to schedule (insert your request for access here) and what times work best for you, so we can schedule it through him/her.
Thank you for your time. I will follow up shortly with your executive assistant to learn if you have seen this letter and if you wish to grant our request for a (request for access).
I hope to meet you soon.
Personal regards,
Signature
Your Name
Title
Company Name
NOTE: NEVER "CC" ANYONE IN THE CIRCLE OF LEVERAGE LETTER. THE "CC's" ARE STRATEGICALLY ACCOMPLISHED IN THE FIRST FULL PARAGRAPH (THE INTERNAL LVERAGE PARAGRAPH). THIS IS WHAT CAUSED THE FOUR KEY ENGAGERS TO BEGIN "PERCOLATING" IN THE HEARTS, MINDS, AND EMOTIONS OF EACH OF YOUR RECIPIENTS.
You will be mailing these letters as one large mailing at the same time. This ensures that your recipients receive their letters at about the same time, which increases the power and effectiveness of the leverage.
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