If your business uses direct mail to reach C-level prospects,
you face a unique challenge: getting past the gatekeeper.
Gatekeepers are usually found in Fortune 1000 firms, where the
CEO, CFO, CIO and other chief executive officers are too busy to
open their own mail. Gatekeepers are usually the C-level
executive's personal assistant, and sometimes the mailroom.
A gatekeeper will generally do everything in her power
(depending on the express wishes of her boss) to screen all mail
for sales pitches. And since the gatekeeper does not appreciate
the value of your unique value proposition, the odds are against
your sales letter ever reaching the desk of her C-level
executive. So here are some tactics you can employ to get past
the gatekeeper with your direct mail.
1. Use an invitationSend your sales pitch in a wedding-style invitation envelope,
with a typical invitation card inside that invites the executive
to respond to what you are offering (usually a sales meeting,
but maybe a white paper or other information).
2. Sell to the gatekeeperAddress a letter to the gatekeeper by name. State your value
proposition, explain why it is of value to her boss, and ask her
to pass along the sales letter that you enclose. Be sure to
thank her in writing for her help.
3. Make a sweet offerSend a box of chocolates or flowers to the gatekeeper, wishing
her a great day and asking her to pass along your sales letter,
which you send as a separate package.
4. Reason with the gatekeeperPhone the gatekeeper, treat her as a peer, and ask her if she
can help you get your message to her boss. Ask for her advice.
Ask her to recommend the best method (mail or phone or something
else) for you to reach her boss.
5. Use an unusual tacticCommission a white paper. Write directly to the C- level
executive, but instead of giving a sales pitch on paper, ask the
executive if you may interview her (or him) for your white paper
(or article or special report). Ask for an appointment.
Be sure to make your interview topic one that appeals to the
business challenges that the executive faces every day, and one
that helps you present your credentials simply in the way you
present your questions and explain the thesis of your writing
project.
6. Use a dimensional mailerDimensional mail is effective because it stands out. It doesn't
look like everything else that the executive is receiving that
day. Dimensional mail is also effective because it always gets
opened.
No one who receives a box three feet long, 9 inches wide and 5
inches deep, bearing the prospect's name and job title on the
top and an intriguing headline, is going to pitch the box in the
trash unopened (I have a client who mailed a canoe paddle to
prospects; it worked). Innate human curiosity is too powerful
for that. Just make sure that what's in the box ties in with
what you are selling.
One rule to keep in mind throughout this lead generation
exercise is The Golden Rule that Jesus Christ taught and
practiced. If you always do unto others as you would have them
do unto you, you will succeed in reaching more C-level
executives than you ever will using less-than-honest practices.
© 2005 Sharpe Copy Inc. You may reprint this article online and
in print provided the links remain live and the content remains
unaltered (including the "About the author" message).
More Information:Alan Sharpe is a professional fundraising letter writer, instructor, coach, author and newsletter publisher who helps non-profit organizations to raise funds, build relationships and retain loyal donors using cost-effective, compelling, creative fundraising letters. Sign up for free weekly tips like this at
http://www.RaiserSharpe.com/ 
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