When we ask the sales people we work with what tool they most use to prospect with, an overwhelming amount of them have the same answer—The Sales Letter. And, when we 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.
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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.
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Keep it to One Page. Lengthy letters will only work if you write them like an article. We’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.
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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.
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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!
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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.
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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. Download our Sales Introduction Template to get started!
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Over 60 sales and marketing templates (DOC, XLS, PPT, and PDFs)
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Loads of "how-to" articles and examples
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8 Training sessions (MP3 audio files) for your computer or iPod
