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3 secrets smart consultants slip into every 'sales mail' letter
to avoid the trash bin
In partnership with
We’re in a strange new era.
Everyone’s screaming for attention online—
But the smartest consultants?
They’re quietly leaning into an old-school trend that’s working better than ever:
Relationship sales.
Not funnels.
Not follow-up sequences.
Not “chatbots with personality.”
But real, respectful connection…
sparked by a message they actually want to read.
And when it comes to busy executives?
One well-crafted letter can do what 50 cold emails never will.
But only if you include these 3 elements:
1. The Unexpected Mirror
This isn’t about tossing in a stat or parroting industry headlines.
It’s about holding up a mirror to a thought your prospect’s had—but hasn’t voiced.
Done right, it earns instant credibility.
Not because you’re clever—
But because you’re the only one daring to say what others dance around.
It’s about revealing something they’ve thought—but haven’t said out loud.
Like a shift in their industry nobody’s naming.
Or a quiet risk growing louder by the quarter.
When a letter mirrors an unspoken concern…
It earns attention.
It shows you’re not just selling.
You’re watching.
And thinking like they do.
2. The Incomplete Sentence
No, not a grammar mistake.
It’s a line that makes the executive lean forward and think,
“Wait… where is this going?”
Like:
“Most wealth advisors don’t realize these 3 warning signs until it’s already showing up in retention…”
Or:
“There are two major issues board members are quietly panicking about behind closed doors…”
You don’t need to answer these in your letter—
You just need to ask them well enough that the exec has to call you to finish the thought.
3. The Non-Desperate CTA
Most letters flop here.
“Book a call.”
“Visit my website.”
“Scan the QR code.”
Too much. Too fast. Too needy.
Instead, this CTA would land better:
“If this sparked something, send a quick email. If not—file it. Either way, now you know where to find me.”
That’s power.
That’s posture.
And in an era of high-urgency noise, it feels like calm authority.
This is why relationship sales are back.
Because the people with the power to pay you big fees…
Respect people who speak like peers.
Talk soon.
—Sonia
Here’s a curious question…
Talkative Tom the sales consultant earns his fees training sales teams. If Talkative Tom’s clients replace a significant part of their sales team with AI agents like Ava… what happens to Talkative Tom’s business?
Something to simmer on.
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