Landing an appointment – Part II
This three part series (Part I, Part III) is based upon material provided by and conversations with an old friend of mine, John Burke. In the tough times that we need alternatives to the traditional submission of a resume.
There are plenty of books on how to create a profile, but the essence of the collateral is to convey, what you do well, how you did it, who you did it for, and the conditions before, and after you plied your competency. You can get really fancy with some testimonials.
Next is to pick your targets. You’re better off if you cast the net wide and consider those enterprises that you would be willing to do project work, if it turns into a job, all the better. With your industry knowledge it shouldn’t be too difficult who may have a need for your set of problem solving skills. Keep the list limited to no more than 10 (this strategy will yield appointments so you don’t want more action than you can reasonably book).
At this point we need to do some minor research. In addition to the Corporate address and phone number, we need the names of three top level executives who presumably have an interest in our proposition. Typically that includes the CEO, the CFO, and a perhaps an appropriate functional VP. Ask the switchboard operator if they know the name and the correct spelling of the executive’s assistant. If the operator is reluctant to share that information, ask for the assistant directly and get the information from them. (If the target company is too small, the intended executives may not have assistants and the strategy becomes somewhat challenged.)
Time to craft the letter. I try to keep it to one page (we mail two with the profile) and it is in the standard format of a business letter – if you have letterhead, all the better. Now here is the key: after the salutation, in the opening sentence of the very first paragraph we state that we are writing to the addressee, the CFO (by name), and the VP (by name) with the hopes one of them will direct you to the executive most concerned about … and you briefly state the problem.
The following paragraph or two describes your value proposition, what you do, how it has helped others in similar situations, and what will be the desired results.
Close the letter by stating that you will be in touch with their assistant (by name) on a specific date to learn whether the executive contacted will meet with you or perhaps someone they have delegated. The question you want answered if the executive doesn’t meet with you is to whom was the letter directed to. Take note of the name and validate the delegate with the other two executive’s assistants – they may tell you someone different who is actually the point person you need; time will tell.
Good luck to all
Barry
