The Daily Journal for Ad Agency New Business Hunters

The Cherry On Top

Posted by Shane Murphy on Wednesday, July 12, 2006

sundae.jpgYesterday was a fun day in the grand scheme of my world.  I pitched a pretty large company with a proposal for a sales training opportunity.  A few weeks of prep work, followed by the development of my proposal and finalizing my presentation.  Training is something that’s near and dear to my heart, but the process that I used to put the package together is one that I write about on this blog on a pretty regular basis.

Lots of research, lots of work, and the presentation went great.  When I got back home last night and hit the sack, my mind was already churning about the “thank you” letter I intended to draft the next morning.  As I tried to conceptualize the words I intended to use, I started thinking about just how many people never take the time to extend this simplest of gratitudes.

Of course, if my competitors choose not to send a letter of gratitude, all the better for me, I suppose…

I was talking to a good friend of mine today about the “Thank you letter.”  He’s a small business owner and he’s used to making these sorts of buying decisions.  Notice that I didn’t say “hiring decisions,” but “buying decisions,” because when a client buys your proposal or an employer hires you for a position, it’s a purchase, isn’t it?

My friend compared the “Thank you letter” to the topping on an ice cream sundae.  “The thank you letter is the cherry on top,” he told me.  “If the sundae was no good, it doesn’t matter.”

The next time you wrap a pitch, keep this in mind.  Make sure that your sundae is top class, then add that nice juicy cherry to help you stand out from the crowd and win the business.


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