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Business Development

Response Form to Generate Leads

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This concept works well via e-mail or hard copy. In this case, I mailed the actual letters. Every time I use this strategy, I get well-qualified leads and new clients.

Finding out whether people in your mailing list received your letter, ad, or solicitation is difficult, if not impossible, unless you mailed it to fewer than 100 people.  Even when the number is small enough that you can phone everyone, you may get the runaround, or you may call at a bad time.

Supplying a response form gives readers a simple, easy way to reply to your message.  If the form is well constructed, and if it can be completed in less than 30 seconds, many people who would toss your letter or avoid your phone call, will actually reply. Below is my letter followed by the response form.

June 10, 20—  

Are you paying too much in outplacement fees?

Most outplacement firms charge a flat 15% of employee salary plus an administrative fee, no matter how easy or difficult the case or how little of their services you need. At CareerLab, we use a menu approach to pricing so you pay only for the services you use. The result is that, typically, my clients pay 50-75% less than standard fees.

Here are two recent examples:

  1. We remarketed the chief financial officer of a major mortgage company. We were able to place him in 3 months (instead of the 6 9 that's usual in such cases) at 30% higher salary. And the cost to the company was only $4,500, a 64% saving off the normal outplacement fee of $12,400
  2. In 1986 we outplaced 10 key employees of an oilfield services company. The Standard fee would have been $64,479. CareerLab charged only $17,242, a saving of over $47,000 or 73%.
With the number of wrongful termination suits growing every year, outplacement is no longer simply a "nice" thing to do. It's become a necessity as you seek to avoid lengthy lawsuits and the resulting bad publicity for your company.  

I provide the one on one counseling and guidance that demonstrate your concern to terminated employees and help them find new positions quickly. And because my fee structure allows you to choose only the services you need, you can keep your outplacement costs manageable.

For more information—including full details, case histories and references from client companies and individual employees—call me or return the enclosed form today.

Thank you.


William S. Frank

P.S.—Not only do I help you keep outplacement costs in line, I also get results for your employees. Most are placed within two or three months—and all of them receive the caring support they need at a difficult time.

[CareerLab Letterhead]


[ ] Please send me information on how I can cut my outplacement costs by as much as 50%-75% without sacrificing the quality of the services we offer our employees.

I'd also like information about:

[ ] Pre-Retirement Planning
[ ] Performance Improvement for Failing Executives
[ ] Internal Career Development 

Attach your Business Card Here
[The customer, not the consultant, attaches their card here.]

Mail this form in the envelope provided or call


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William S. Frank, M.A.,
25 Reasons I love consulting.
by William S. Frank
  1. Brand. You are your own brand, and you can define it any way you want. For many years, I provided outplacement to the ex-employees of Schlumberger, the world's largest oilfield service corporation. When departing employees left the company, they didn't request outplacement in their severance package. They said, "I want Bill Frank."
  2. Demand. The world will always be full of terrible problems that need solving.
  3. White Hat. I can be a helper and get paid for it.
  4. Pay. I can be paid to do things I'd gladly do for nothing.
  5. Variety. Every day is different.
  6. Happiness. At this stage of my career, I only work for people I respect and care about. If a client micromanages me or is otherwise no fun, I complete the assignment and replace them.
  7. Talent. I'm using 110% of my talents and stretching myself to the max.
  8. Change. I can change my focus any day I want. If you're a McDonald's franchisee, you don't say, "Hey, I've got this great idea for a meatball sandwich—let's try it out today." In consulting you can adjust your focus hour-by-hour, as long as your clients still understand and appreciate what you do.
  9. Income. No one else would pay me as much as I pay myself.
  10. FUN. I can't think of anything I'd rather be doing.
  11. Retirement. I can write and consult as long as I am physically and mentally capable. Peter Drucker worked into his 90s, and when asked which book was his best, he said: "My next one."
  12. Job Security. Although clients come and go, no one can come into my office and say, "Pack up your stuff . . . You don't work here anymore." In 29 years, I've only had one employer: ME.
  13. Travel. I don't have to travel unless I decide to. I travel if it's both FUN and profitable—or at least FUN.
  14. Commute. I live five minutes from my office, a corner office in an upscale six-story tower. In winter, I leave a heated garage at home and drive to an underground heated garage at work. There's seldom time to hear even one song on the radio.
  15. Vacation. Consulting is more fun than vacation (except on Wailea Beach in Maui).
  16. Friends. I have developed hundreds of close acquaintances and several lifetime friends.
  17. Time. I can work as much or as little as I like: four-hour days or 18-hour days. (Of course, my income will reflect that.)
  18. Employees. I can work with employees, subcontractors, partners, or alone—I've done it all.
  19. Passive Income. I've developed several products that provide "mailbox money." I earn while I'm sleeping.
  20. Ethics. I've never had to violate my values or personal code of ethics. I've never had to lie, purposely deceive or harm others, or promise things I can't deliver. I go to bed with a clear conscience. That doesn't mean there's never any conflict. But the conflict is conducted according to generally accepted business practices.
  21. Virtual. My career is fairly portable. With the Internet, e-mail, cell phone, and FedEx, I can work nationally, even internationally from my office—or anywhere in the world.
  22. Purpose. I make a difference in peoples' lives every day. I see it in their faces, hear it in their voices, and read it in their thank-yous.
  23. Experience. Every painful or joyful life experience makes me a better consultant. So does every person I meet or book I read. Grey hair can be good in consulting.
  24. Structure. I have to work very hard, and the clients expect superb results—but I get to structure my days, weeks, months, and years.
  25. Boss. Most of the time, I love my boss.
As I was posting these letters online, I realized I want to communicate my love for consulting. It's just a great business. The single letters, taken together, may create a picture of enjoyment, but in a burst of creativity I listed some of the reasons consulting is such a good fit for me—and perhaps for you, too. They are not prioritized; this is just how they came out.