When crafting a written sales pitch, your objective is the same as it is when you make a verbal sales pitch: to close a sale.
But the written pitch is different from the verbal pitch in that you don't have the benefit of your appearance, tone of voice, facial expressions and a firm handshake. You only have words to make a pitch that is professional yet personal, brief but compelling.
So how do you do that?
Do your homework
Before you even think about writing or sending your sales pitch, make sure you know the person and company you're pitching by doing a bit of research first. Inform yourself about their latest news, key executives and sales figures. You can do this easily by using Google, Google Alerts, by visiting their company website, and even by checking out their social media profiles.
Oh, and nothing screams "blind pitch" like "To whom it may concern," so be sure to find out the full name of the person you're pitching and spell it correctly.
Hi, my name is…
After addressing the proper person, you should introduce yourself in a short sentence that gives your name and highlights the most important fact about who you are.
For example, "My name is Heather Allard and I'm the founder ofTheMogulMom.com, a website for mom entrepreneurs."
Once you've done that, you're ready to move onto the body of your sales pitch.
A sales pitch is no time to be wishy-washy.
State your purpose for writing with confidence and be sure to include personalized details that show your reader that this is not a cold call.
You might say, "I saw your recent press release about expanding into application development and I'm writing because I am the perfect person to head up your team."
Give a summary
Support your opening statement by summarizing your experience, success and achievements in one to two paragraphs.
Want to read more pitch tips? Check these out:
This may take some editing to get it down to a brief yet informative description. Work on it for a few days if necessary and get it right before you send it. As a bonus, you'll be able to reuse this bit of bio in other places, such as your website or sales brochures. If you need help, consider hiring a copywriter who has experience writing sales pitches.
Short and sweet
Do not make the mistake that many small business owners make by writing a longwinded sales pitch.
I know it's hard to rein yourself in. Business owners are like proud parents, wanting to share every little detail about it. But don't do that.
Instead, be brief. By doing so, you will hold your reader's attention from beginning to end, which will increase your chances of landing the sale. A good guideline for the perfect length for a sales pitch is one typed sheet or one computer screen if you're using e-mail.
Ask for it
At the end of your sales pitch, ask for what you want. It's as simple as that.
Check your spelling and grammar
Wait! Don't hit that send button. Check your e-mail or document for spelling and grammar errors. Then check it again. And again. When you're sure your pitch is error free, read it aloud and check it again. Nothing says "unprofessional" as loudly as spelling and grammar errors do. Most word processing programs will help you trap errors, too, but don't rely solely on them.
Once you've completed the steps above, go ahead and send that sales pitch.
It sounds simple, doesn't it? Yet the majority of people don't do it.
You can stand out from the crowd and maximize your chance of landing the sale by simply following up. But how?
For starters, close your sales pitch with a promise to follow up. "I will follow up with you in a few days to discuss working together," or something along those lines will work just fine. Then, mark down your follow up date in your calendar or to-do list.
Finally, DO IT.
Lather, rinse, repeat
Once you've made a few successful sales pitches, take your basic pitch outline or template and save it to your desktop. That way, the next time you need to write a sales pitch, you won't have to start from scratch. You can simply fill in the template with the appropriate names and details and send it along.
Heather Allard is the founder of TheMogulMom.com, a website for moms who run a business, raise a family and rock both. You can find her on Twitter at @heathALL.