Cover Letter

Cover Letter

Written By Jeffrey Gitomer

KING OF SALES, The author of seventeen best-selling books including The Sales Bible, The Little Red Book of Selling, and The Little Gold Book of Yes! Attitude. His live coaching program, Sales Mastery, is available at

(enclose your sales quote with this letter)

The will to win is nothing without the will to prepare to win.” ~Vince Lombardi



This is a great quote. It is meaningful, enduring and thought provoking.
It is one of two quotes enclosed.

We hope you will take advantage of both of them.

Jeffrey H. Gitomer

Follow this quote with three emails – one each day – each with a famous quote and a renewed “ask” for the business.

Alternate follow-ups… a quote book, leave a quote on his or her voice mail.

Scenario – Cover letter to an architectural firm for a consulting contract. The owner and decision maker is a BIG baseball fan.

August 12, 2016


Swing (crack) – it’s a long fly ball – way, way back – it’s going, going – GONE!

Home runs. They’re hard to hit, but it’s what everyone wants. It’s how ball games are won. Or are they?

I’ve compiled the information we talked about over lunch, and I believe it’s a game winning plan. However, I recommend we don’t begin by swinging for the fences. Let’s win the game with consistent hitting and fielding. Let’s win the game by executing the fundamentals to perfection.

I’m less interested in hitting home runs, and more interested in scoring runs. The document attached will allow us plenty of run scoring opportunities, and make us consistent game winners. And who knows, with the right pitching, may even get us to the world series.

Play Ball!

Your new fan and team player…
Jeffrey Gitomer