(415) 981-8845 phone & fax info@getclientsnow.

com
P.O. Box 225008 San Francisco, CA 94122 www.getclientsnow.com

August 13, 2015

Carrie Client
Training Director
XYZ Corp. Global Services
Dear Carrie:
Thank you again for offering me the opportunity to present XYZ Corp. with a training program
on personal marketing for your information technology field service practitioners. You described in
our conversation how your IT practitioners are in need of a training program that would help them
develop business with corporate clients. I have a program called Marketing Your Services to
Corporations, that I think with some modifications would deliver exactly what you are seeking for
this audience.
Over the last fifteen years, I have designed and delivered hundreds of distance learning
programs using a combination of classes by telephone, downloadable workbooks, online message
boards, and email feedback on homework assignments. These programs have been very successful
with corporate employees, small businesses, and solo entrepreneurs. My most popular teleclass
program, Get Clients Now!TM, is delivered internationally by over 300 licensed facilitators.
Like your practitioners, most of my students are not professional salespeople. They are product
or service experts who must develop business for themselves and their firm, perhaps for the first
time in their careers. My programs are designed to be accessible to this audience and help them
learn how to market themselves quickly and effectively.
I emphasize developing a direct and natural style of interaction during marketing activities.
This is a welcome change of perspective to many professionals who are concerned about appearing
inauthentic or manipulative. Since I have an IT background myself, with your group I would have
the added benefit of speaking their language.
I have enclosed an outline of the proposed program, a biography of myself, and a partial client
list. I would be happy to provide any additional information you need.
I look forward to speaking with you about this proposal next week.
Regards,

C.J. Hayden, MCC

MARKETING YOUR SERVICES TO CORPORATIONS

LEARNING OBJECTIVES

Understanding how the corporate buyer thinks

Learning to identify market niches and targets

Discovering how to locate leads, prospects, and referral sources

Composing effective marketing letters and telephone scripts

How to navigate through gatekeepers and budget holders

Delivering presentations and proposals that get results

Following through to close the sale

Setting and holding accountability for marketing goals

CLASS OUTLINE
Session 1: Understanding the Corporate Marketplace

Realities of the corporate environment

Finding hot buttons & determining needs vs. wants

Focusing on ROI & the bottom line

Working with budgets & fiscal cycles

Finding the decision-maker

Session 2: Filling your Marketing Pipeline

Overview of the marketing and sales cycle

Determining where you are stuck

Identifying niches & targets

Methods of filling the pipeline

Session 3: Making an Effective First Contact

Using the call-mail-call strategy

Writing marketing letters that get noticed

Developing compelling telephone scripts

Responding to inbound inquiries

Turning a conversation into an appointment

Session 4: Navigating through Gatekeepers & Budget Holders

Persistence & follow-up

Working with assistants & voice mail

How to communicate with budget holders

What to do when you cant reach the decision-maker

Session 5: Powerful Presentations & Proposals

Communicating ROI & dollarizing the sale

Developing a presentation script

Using visuals and leavebehinds

Responding to tough questions

Elements of an effective proposal

Session 6: Closing the Sale

Consistent & persistent follow-up

Agreeing on the next step

Asking for the business

Resolving considerations

Speaking to the bottom line

CLASS FORMAT
Option A

Six one-hour interactive teleclass sessions with groups of 10-20 participants

E-workbook sent to each participant

Private class message board moderated by instructor

Goals and accountability shared with class and instructor

Homework assignments with instructor feedback by email

Option B

Six one-hour class sessions recorded with 10-20 live participants

E-workbook for your library to be copied for each participant

Goals and accountability shared with instructor

Homework assignments with instructor feedback by email

PRICING
For maximum quality and impact of the program, I would recommend Option A. This format
gives all students the opportunity to participate in an interactive instructor-led class and online
message board. I have found that being able to ask questions in person adds a great deal to the
students learning, as does participation in a virtual community where they can talk over issues
with their peers outside of class.
The price for Option A would be $5000 per six-session class of up to 20 students.
Because you indicated that a recorded class might be more acceptable for budgetary reasons, I
am also offering Option B. This option does not include a message board because my experience
has shown that students do not take advantage of this service when they arent participating in a
live class.
The price for the initial live sessions to be recorded would be the same $5000 for up to 20
students. After that, the price to provide individualized goal-setting assistance, accountability, and
feedback on homework assignments would be $150 per student enrolled.

BIOGRAPHY
C.J. Hayden, MCC, is a business coach and trainer who teaches people in
business to make more money with less effort. Her company, Wings for
Business LLC, specializes in working with business owners, service
professionals, and people in marketing and sales. C.J. is a former corporate
productivity consultant with over 25 years experience in business
management. She has been training since 1978, and coaching since 1992. C.J.
is the author of Get Clients Now! (AMACOM, 2007) and The One-Person
Marketing Plan Workbook. She has taught Marketing for John F. Kennedy
University, Mills College, Lifeprint, SCORE, and the U.S. Small Business
Administration.
As one of the leaders in the emerging profession of coaching, C.J. was a
founding director of the worldwide Professional & Personal Coaches
Association (now part of the International Coach Federation). She also
founded and served as editor of Being in Action: The Journal of Professional &
Personal Coaching. C.J. is a Master Certified Coach has taught coaching skills
to individuals for The Coaches Training Institute, and for corporate clients
such as Marriott, Wells Fargo, and BP Amoco.
A popular speaker and seminar leader, C.J. has presented hundreds of
programs on relationship marketing, fearless self-promotion, and
entrepreneurial success to corporate clients, professional associations and
small businesses. Her articles have been published nationally in Selling Power
and Sales & Marketing Management magazines, and in numerous California
publications, including the California Job Journal and Enterprising Women. She
contributes regularly to dozens of online publications, including RainToday,
SalesDog, and About.com.
C.J. has been featured in Investor's Business Daily, Home Office Computing,
and Costco Connection, and in numerous books, including Get Slightly
Famous, How to Position Yourself as the Obvious Expert, and Take Back Your
Time. She has been widely profiled internationally by newspapers, radio, and
TV.

SPEAKING & TRAINING CLIENTS

Alumnae Resources/Lifeprint *
American Society for Training &
Development
Ask Amelia! The Personal Advisor
to
Business Women Online
Association of Coach Training
Organizations
Association for Women in
Communications
Bay Area Career Women
Bay Area Editor's Forum
Bay Area Legal Recruiting
Administrators
Association
Beckstrom Educational Services *
BP Amoco *
Chevron Career Transition Center *
Chinese Community Housing
Corporation
The Coaches Training Institute *
Community Housing Partnership
Economic & Social Opportunities
Conference
Eileen West
Federal Express Women's Forum
The Financial Review *
Golden Gate Business Association
Human Resource Consultants
Association
Independent Computer Consultants
Assoc.
Institute for Life Coach Training
Institute of Management
Consultants
Int'l Association of Business
Communicators *
International Coach Federation *

LifePlan Center *
Marriott Corporation
Mills College *
Multi-Level Marketing University *
No. California Human Resources
Council
The One-Day MBA
The Patricia Moore Group
The Powers Alliance *
Professional Assoc. of Secretarial
Services
Profl & Business Women's
Conference Professional & Personal
Coaches Assoc. * Professional
Women's Network
Qualitative Research Consultants
Association
San Francisco Bar Association
San Francisco Business & Profl
Women *
San Francisco Chamber of
Commerce *
S.F. Renaissance Entrepreneurship
Center
Santa Cruz Chamber of Commerce
Service Corps of Retired Execs
(SCORE) *
Small Business World Expo
Society for Technical Communication
Success Factors for Women in
Business
Teamworks
Third Wednesday Club
U.S. Small Business Administration *
Vercelli Associates
Wells Fargo Bank
Women in Business Mentoring
Circles *

John F. Kennedy University *

Lamorinda Professional Women
Learning Annex *

Women in Communications, Inc.

Women in Consulting *
Womens Business Alliance
Women's Business Network
Women's Economic Network *
Womens Initiative for SelfEmployment *

* Asterisks indicate repeat engagements and/or multiple locations