When I launched CareerLab, major competitors were charging 15% of annual salary for an executive outplacement ($15,000 for a $100,000 executive). I innovated a time-and-materials pricing structure, which paid me generously but seriously undercut my competitors.
As a result, business grew quickly. This letter contains one of my all-time favorite lines: "Menu pricing means that I charge 25 50% less than major competitors and still do a better job."
February 13, 20—
Brooks Warrick
VP, Training and Development
Zitionic USA
3000 Post Oak Road
Houston, TX 77056
Dear Brooks,
I liked you the first time I met you on the telephone, and those impressions were confirmed when we spoke in person.
As I said, my real specialty is outplacement. I can lead outplacement workshops, or train your staff, or work individually with a select few.
I am especially good with serious problem cases—or those threatening litigation.
Menu pricing means that I charge 25 50% less than major competitors and still do a better job.
I'm sending you—under separate cover—an invitation to a free seminar on "Wrongful Termination," and I hope you can attend.
Best regards,
William S. Frank
Enclosure