How to Write Successful Sales Letters
Like the art of conversation, the art of letter writing is fast becoming an elitist sport successfully performed by only a few highly paid professionals. In fact, writing sales letters is a job that most sales professionals equate with root canal surgery. But consider this: the sales letter that gets results in the form of appointments, responses, or qualified leads, can make the selling job smoother, easier, and most important, more lucrative. The sales letter, properly composed, can increase sales. In a nutshell, that’s a good enough reason to learn to write a basic sales letter. Below are a variety of sample sales letters.
The sales letters below have been reprinted from Sales Manager’s Model Letters Desk Book by Hal Fahner and Morris E. Miller, Parker Publishing, and Sales Lead Getting Letter Book by Luther A. Brock, Prentice-Hall. Reprinted by permission of the publisher.
A Letter That Locks in the Sale
Dear ______________
Thank you for your recent order. It is always a pleasure to do business again with a valued customer.
I hope it means that our team of salespeople, office staff and service and rental personnel understand you and your organization and are delivering our product to you in a way and at a price that is comfortable for you.
Please continue to take advantage of the many ways in which we can assist you and feel free to call me whenever I may personally be of help to you.
Our goal is to merit the right to do continual and increasing business with you.
Thank you again for your recent order.
Sincerely,
A Letter That Opens the Door for the Salesman’s Call
Dear __________________
Interested in reducing your packaging costs by as much as 10 percent? That’s what Bill Johnson at Acme Manufacturing was able to accomplish.
As a direct result of his excellent savings achievement, he feels he would like to share the same possibility with some of his friends. So he happily consented to my writing this letter.
I will be in the Chicago area on Tuesday, February 6. I would be happy to explain in detail how Bill was able to achieve such significant cost reductions. Interested? I’ll call you this week to set an appointment.
Sincerely,
Follow-Up Letter
Dear Mr. ______________________
The fact that I haven’t heard from you, in response to my recent letter, tells me something positive about you. It shows you are busy. Superbusy, in fact.
This is all the more reason for seriously considering our made-to-measure help for people with home-run businesses. Just think how comforting it would be to know that when you step out, you won’t miss a single customer or prospect.
We’ll answer your phone, relay messages, answer questions the callers pose, provide you with secretarial service, Telex, copying, and more.
Call us your “right-hand assistant” – and call us today. The number is 000-0000. I know we can help.
Sincerely,
Dear Neighbor:
Your homeowner’s insurance policy will soon be due for renewal. Before it is, please ask yourself these questions:
Do I know my agent personally?
Do I have the right kind of coverage?
Do I have the right amount of coverage?
Is the price right?
If any of the above questions disturb you, please call me for a rate quotation. There is no obligation, ever.
Sincerely,
A Letter That Helps Overcome the Customer’s Resistance to Change
Dear _________________
No one in the sales profession reacts favorably to price increases. I realize that includes our valued distributors. But, as you know, the continued pressure of upward prices is hitting everyone – including us. We have been able to spare you price increases on several occasions during the past 18 months by tightening our belt and by finding new and more efficient ways of getting the job done.
Now we have come to the point of either a price adjustment or lowering product quality. We have come to the conclusion that you would rather that we increase prices than jeopardize your markets with an inferior product.
Effective October 1, prices on all products will be increased by 8 percent. Any orders received before that date will be invoiced at present prices.
(Just a sales note. A price increase can make a strong reason for your customers to act now. “Stock up and beat the price increase” is a story your sales reps might make big profits with.)
Sincerely,
The Sales Letter
A sales letter is only one of many factors in the sale of a product or service. A need must exist – or be imagined; the customer’s interest must be aroused and a choice must be made from competing salespersons and products. A sales letter probably won’t accomplish all these things, but it can persuade the reader that he or she will be helped by buying the product or service.
How to Do It
1. Use an effective attention-getting opening.
2. Develop a central selling point.
3. Be vivid and specific in talking up the product.
4. Present proofs of your statements.
5. Close by moving the reader to specific action.
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