Lecture 3 Sales Letters  Pre-Q:  What is the sales letter?  It is a form of advertising, it aims to sell particular kinds of products or services to selected types of customers.

The content of this lecture  I. Know what points should be noticed in writing a sales letter. Know what points should be noticed in writing a sales letter.Know what points should be noticed in writing a sales letter.  II. Know how to recommend a commodity to a new customer. Know how to recommend a commodity to a new customerKnow how to recommend a commodity to a new customer  III. Know how to recommend a substitute product. Know how to recommend a substitute product.Know how to recommend a substitute product.  IV. Know how to write to an inactive customer. Know how to write to an inactive customer.Know how to write to an inactive customer.  V. Know how to do sales promotion. Know how to do sales promotionKnow how to do sales promotion

I. Know what points should be noticed in writing a sales letter. points  Before writing a sales letter, what should we will do?  You start the letter, following the principles AIDA You start the letter, following the principles AIDA  points must be noticed in writing a sales letterpoints must be noticed

Before writing a sales letter, what should we will do?  Gather the facts about your product or service.  what is your product’s size, shape, composition, etc.  does it compare favorably with your competitors’ product in durability, efficiency, appearance, safety, or terms of price?  What human needs or wants does it fulfill?

You start the letter, following the principles AIDA  AIDA: attention, interest, desire and action  ◆ to capture the customer’s attention.  ◆ to arouse their interest  ◆ to create desire  ◆ to encourage action of purchase

The following points must be noticed in writing a sales letter The following points must be noticed in writing a sales letter  ◆ keep the letter short.  ◆ catch the customer’s attention in the opening paragraph  ◆ create a personal tone by using “you”, instead of “all customers”, “our clients”, or “everyone”  ◆ focus on the benefits of your product or service to the customer and stress its features from the customer’s perspective.

 ◆ convince the customer of the features and benefits you claim about your product or service by evidence: figures, facts or opinions  ◆ conclude the letter by urging the customer to take action: to visit your showroom, to receive your representative or to place a trial order.

II. Know how to recommend a commodity to a new customer.  The key points and contents in the letter:  Para. 1 Mentioning great interest in the product  Para. 2 show the striking features of their products  Para. 3 introduce themselves and their customers further to arouse greater interest  Para. 4 offer more useful information to promote their products

Specimen: introducing carpets introducing carpetsintroducing carpets  Dear Sir,  Great interest was aroused at the recent arts & crafts product exhibition in Beijing by the largest carpet manufacturer in china. Numerous enquiries and orders have also come for the beautiful hand-woven carpets.  The carpets are preferred for the following reasons:  Appearance  Elegant designs with different sizes cater for the customer’s needs.  Price  Superb quality with prices much lower than those from other sources.  Comfort  Carpets are made from wool and silk, so the are giving the feeling of natural warmth and comfort.  You will be interested to note that our annual production is pieces. Recently we have received enquiries and orders from Japan, Germany, Australia and South Africa. We are convinced that our carpets will be exported to more countries in the near future.  We are glad to enclose our illustrated catalogue, and will send you our best quotation as soon as we hear from you.  Sincerely yours,  ………

III. Know how to recommend a substitute product.  The key points and contents in the letter:  Para. 1 show thanks for the order.  Para. 2 recommend a substituting product, and highlight its features.  Para. 3 convince the buyer of the new product by offering more information or material.  Para. 4 promise a good service.

Specimen: recommending a substitute product recommending a substitute productrecommending a substitute product  Dear Sirs,  Thank you for your letter dated March 15,2008, ordering pieces of Rainbow Raincoat mode 2.  We regret that we can no longer supply the said raincoats, which are out of production. In their place we would like to offer our Rainbow Raincoat Mode 3. This is our new design, made of light durable and waterproof material. The quality of this article is excellent, but the price is 5% lower. The large number of repeat orders we regularly receive from leading distributors is a clear evidence of the widespread popularity of Rainbow Raincoat Mode 3.  Full details of our export prices and terms of business are enclosed with this letter. Our illustrated catalogues and sales literature are being sent by separate cover.  You can be sure of our immediate attention to your order, which we are looking forward to receiving.  Faithfully,

IV. Know how to write to an inactive customer.  The key points and contents in the letter:  Para. 1 mention the past pleasant experience of doing business together.  Para. 2 assure the buyer of greater variety of goods and even better service.  Para. 3 express good wishes to resume business with the buyer.

Specimen: a letter to an inactive customer a letter to an inactive customera letter to an inactive customer  Dear Sirs,  We haven’t received any enquiry from you over the past twelve months. Up till then we counted you among our steadiest customers. We were confident that we were serving you with quality products and efficiency. Every year, your order came in and was filled satisfactorily.  When your order ceased, we thought it might be a delay in your ordering cycle. Now we wonder whether some failure on our part has caused you to seek supply elsewhere. We can assure you of our improved fulfillment procedure and our larger warehouse we can provide a greater variety of products and quicker response than a year ago.  We treasure your business. We are anxious to know what we can do to resume business relations with you. Your reply shall meet with our immediate attention.  Faithfully,

V. Know how to do sales promotion  The key points and contents in the letter:  Para. 1 offer information of our products concerning quality and price to arouse the interest.  Para. 2 offer more favorable terms to urge the buyer to take a buying action.  Para. 3 express expectation and appreciation.

Specimen: sales promotion sales promotionsales promotion  Dear Sirs,  We are pleased to send you with this letter a copy our current pricelist for candles in different colors and shapes. Our candles have a strong appeal for customers and are universally acknowledge. We are confident that a trial order would convince you that, at the quoted prices, the goods we are offering are of superior quality and excellent value for money.  For orders reaching us before the end of august, we are prepared to grant a trade discount of 3% on the list prices. If your order is exceptionally large we will allow another 2% discount. Under the pressures of rising cost, we shall not find it possible to extend these favorable terms beyond that date, so why not take this opportunity and send us an immediate order?  We hope to have the opportunity to serve you. Your prompt response will be highly valued.  Faithfully yours,