When I ask the sales people I work with what tool they most use to prospect with, an overwhelming amount of them have the same answer-The Sales Letter. And, when I ask them how well it works for them, the answer is equally consistent-not great. SO, why do we keep sending the letters?
The Sales Introduction Letter is one of the most used direct mail tools in a sales person’s arsenal. It’s the most common sales tool used, but it often falls flat because to be effective it must be compelling or it will not be read.
Here are six tips to making the sales introduction letter really work for you:
Mail it to WARM Prospects. The sales introduction letter is not likely to succeed when mailed to cold lists (those lists you have had NO contact with prior to the mailing). You will see the results improve drastically if you reserve this tool for prospects who have engaged with you on some level (visited your website or tradeshow booth, came to a seminar, met at a networking event, talked to you by phone, etc.). Another great way to prospect with the sales introduction letter is to have a referral partner send it to their customers who fit your target profile on your behalf.
Keep it to One Page. Lengthy letters will only work if you write them like an article. I’ve seen great success with this technique, so if that makes sense for you…give it a try. Otherwise, keep the introduction short and sweet (use BULLETS) and then later FOLLOW-UP for the more lengthy discussion.
Pepper with Quotes. Quotes from industry publications and/or customers can add credibility to your letter, while creating “sound bytes” that will grab the reader’s attention.
Hand Address, Hand Sign. Studies continue to prove that the personally hand-addressed envelope is the surest way to get your letter opened in the first place. Resist the temptation to ignore this step, no matter how time-consuming!
Mail in a Priority Mail Envelope. Obviously cost can prohibit you from using this technique with EVERY letter, however with the more qualified prospects, it’s a winner. The hard, large sized, official look of the envelope ensures it will be opened.
Always Include a Value-add Enclosure. Whether it is a free pen, magnet, or article (choose what makes sense for your business), a value-added enclosure is essential to keeping the attention of the prospect once the package has been opened.
It’s easy to throw a sales letter together, but to do it right (and not waste valuable time and money), follow the above tips carefully.
Harish Lath
http://www.articlesbase.com/copywriting-articles/six-tips-to-making-the-sales-introduction-letter-really-work-for-you-724472.html
March 11th, 2010 at 6:32 am
Recruitment Problem to get to a client – Creative Ideas?
You have your sights on a fast growing wine business in the area and you want it as your client. This could be the break that you have been looking for and would allow you to make your mark in the local area.
The Managing Director/Wine Fanatic Tom Noble founded the business in 2004 and since then it has been growing year on year.
They currently recruit a large number of temps (up to 20) throughout the Christmas and Summer season plus on average 4 permanent staff per month in the Customer Service and Admin departments.
You have just seen a Press Release in the local paper confirming that there are 20 vacancies coming up within this company due to winning a new contract. Having recently interviewed a temp who worked there you know that the MD is disenchanted with recruiters in general – From probing further the temp explained that Noble had been really disappointed with regards to the quality of candidates being sent to him and that the Recruitment Agency he had been using had become lazy with regards to customer service and innovation.
His words were “Recruitment Consultants are a waste of time and money – I may as well do it myself”
You know that he has been treated badly and that you could turn this around BUT he will not take your calls!
His PA Sadie, is fantastic at gate keeping and even though she is polite, she is under strict orders to stop any Recruiter calls going through to him. She has explained to you that there are over 20 calls per day from Recruiters and all calls are just the same old drone. She has tipped you off that you need to approach this creatively and make yourself stand out as being the difference which makes the difference. According to Sadie, Noble is superb and extremely well respected but he is an entrepreneur who wants “wow” factor at all times. Anything which is the norm will not appeal to him. Formal introduction letters or bog standard sales calls will not get you anywhere. For you to reach him, you will need to work on a creative marketing campaign which will make Noble stop and listen.
It’s now time to work your magic and maximize your creative skills.
Your Challenge
1.Design an introduction for yourself which will make Noble interested in speaking with you. Remember that bog standard documents will not grab his attention.
2. Design and present to us a creative 6 week marketing campaign you would use to make yourself stand out from the crowd.
Penelope – thank you for the answer, however this is for an interview – role play scenario! So im looking for creative ideas??
Please note that this is the role play that I will be asked to do for an interview??
March 11th, 2010 at 10:34 am
take a photo of their winery, add an awesome border & some text like a newspaper headline: Washington Winery Makes #1 in Sales
make this photo into a greeting card. On the inside of the greeting card simply put another headline that reads "Owner Credits Staff First". and then say: Mr. Noble, this will come true, let us help you make that credit!" then sign your name, business & telephone number…
You can do this soooooooo easily at http://www.RealCardsWithStamps.com where you’ll get a free test drive & see the basics.
http://www.RealCardsWithStamps.com
References :
http://www.RealCardsWithStamps.com
June 1st, 2010 at 3:12 am
Putting a direct mail package together takes more planning than most people realise. It has to look attractive, capture the eye, interest the audience and retain their attention for more than a couple of seconds. Depending on the media used, the postcard, letter or envelope design has to be simple but attractive, and not look like typical direct marketing. The copy has to be compelling enough to interest the reader, and to call them to action as well as highlight the benefits of the product or service.