This letter produced an interview and job offer as sales manager. In a follow-up letter to me, Bill said, "I was aware that this letter breaks most of the rules, but I decided to approach the prospective employer with a 'concept sale' rather than a 'brand sale.' That is, rather than sell myself, I felt I needed to convince a technically oriented business manager that what he really needed wasn't a better technological mouse trap, but a sales manager.
"My decision was based on my observation that engineers and other technically trained managers tend to think of business success largely in terms of technical excellence of their product, rather than as a result of the efforts of their sales force. Whether my assumptions or my approach were entirely correct I cannot say, but the letter worked."
WILLIAM E. POWELL
34 Cypress Point | Abilene, Texas 79606
C: 916-692-2408 | H: 916-699-2552 | email@example.com
October 23, 20––
Mr. E. A. Breitenbach, Chairman
Scientific Software-Intercomp, Inc.
1801 California Street, Suite 295
Denver, CO 80202
Dear Mr. Breitenbach:
Few people understand the role of sales in a technical industry. Technical competence, while necessary for repeat business, is not enough to ensure growth. If you produce quality, but find your sales disappointing, chances are you're lacking an effective technical sales force.
No matter how excellent your product, there are certain things you need to do to realize your market potential. First, you must identify your market. This means finding out who needs and wants what you provide and has the funds and authority to buy. Second, you must establish rapport and credibility with the prospect, so that he trusts your motives and respects your technical competence. Next, you must communicate what your services can do for him in terms of specific benefits that he can relate to his own business and personal needs. Then, after you make the sale, you must deliver excellent service to the client, as perceived by him. Finally, you need to follow up after the job to support the benefits of your service and uncover additional needs that can lead to future sales. This, in a nutshell, is the role of technical sales.
I have battle-proven capabilities in technical sales management, line management, and technical sales, plus a strong background in science, mathematics, and liberal arts. I can develop a professional sales team that will ensure that your business meets its sales objectives. I would welcome the opportunity to meet and discuss your needs.
W. E. Powell