One of the key transition points of the sales process for businesses is closing warm leads and converting them into customers. Your business could be generating volumes of traffic to its site, capturing most of them as leads, and building demand through direct outreach, but if your business struggles to close these leads and turn them into paying customers you won’t have much success no matter how strong your pipeline is. Get more of your top prospects to agree to review a proposal from your company, with the intention of making a purchase, using the following script in an email or letter.

Here are the different segments of the script, followed by what it would look like put together:

Section 1: Headline

The headline is what captures the prospect’s attention and gets them reading. It should be less than thirty words, and it should speak directly to a problem or pain point they have. This section gets the prospect to think to themselves that your product or service just might be the solution they’ve been looking for to reach a key business goal, and makes them want to find out more. If you can get the prospect to think to themselves “How did they do that?” or “I would love to be able to do that,” then you’re on the right track

Section 2: Tie-In Paragraph

The tie-in paragraph transitions from the headline to the purpose of the correspondence, and creates some type of social context for the message. This makes the prospect feel comfortable that your business is well-known, reputable, and trustworthy, so they start to trust the claims you present in the next section of the pitch letter.

Section 3: Benefit Bullets

The benefit bullets are a series of short statements that further explain the advantages using your product or service can provide for the prospect. Again, the prospect needs to see doing business as a way for them to reach their goals, not as a list of features and specifications that don’t mean anything without context.

Section 4: Closing Paragraph

This paragraph has one purpose, to make it extremely easy for the prospect to reply to you with a one-word answer — yes — and have that give your company the opportunity to submit a proposal for their business.

Now that you have the explanations of the different parts, here is how they would look when you put them together. For reference, the beginning of each section is noted with a superscript number corresponding to the section number above.

1Another manufacturer in your industry increased revenues by 26% and reduced operating costs by 31% in just 4 months using our proven system. How would you like to achieve these or even greater results?

Hi [Prospect Name],

2During the past 12 years, we have worked with 16 of the top manufacturing companies in your industry. Are any of the following achievements on your list of goals, plans, or objectives for this year? If so, the good news is that we have created a proprietary, repeatable process that we guarantee to deliver results such as:

  • 3Up to 30% increase in sales volumes and faster product shipments by as much as 65 days.
  • Lowering inventory and improving product availability by detecting supply descriptions early and responding with cost-effectiveness in mind.
  • Increase shareholder value and protect company’s existing market share.

4We can discuss the details of course, but first I wanted to make sure that results like these would be something that interests you. If so, would it be okay if I followed up with a few more specific ideas about how we could help you achieve these and possibly even greater results?



Notice at the end of the message all the prospect has to do is respond and say “yes” in order to agree for you to follow up with specific ideas about how you can help? Once the prospect says “yes,” you can put together a proposal for new business with them, and then either send it to them or schedule a meeting to present it to them. Either way, this script will help you get out of the endless sales cycle and get right to the proposal phase to close more new customers for your company.

This script is based partially on material from Anthony Parinello’s book Selling to VITO: The Very Important Top Officer. What book do you think has the most effective marketing or sales templates?