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Sales Letters - How to Write Them
You could just send out your brochure to potential customers but it's much better to personalise your mailing with a well written sales letter. Personalise - Using the person's name in a sales letter will give you the greatest success. It's feasible to address sales letters to - "Dear Transport Manager" or "Dear Friend" or "Dear Sir or Madam" or no salutation at all. However this lessens your chances of getting a response. You must have a good headline - You've got to grab the reader's attention as quickly as possible. There must be a reason for them to read on. The same rules apply that you'd use in your advertising or your brochure; you need to start with words such as - "How to" or "Discover" or "The Secrets of" Start with an anecdote - Introduce your message with a short relevant story. For example, you might use something like this if you were introducing a management training program - "Seventy percent of employees don't leave their job they leave their manager" You'd then provide supportive statistics and give details on the cost of staff turnover. You would then go on to show how you could reduce these costs and improve productivity through your training program Lots of "You" and no "I" or "We" - Make each letter sound like you are speaking to that individual rather than to a group of people It needs to tell the reader what's in it for them - Tell them how they will personally benefit, how their business will benefit and/or how their problem will be resolved Be believable - Don't make "fantastic" claims for your product or service - your letter has to be credible Write the letter as if you were speaking to the person - It has to sound human - warm, friendly, sincere; not too businesslike. Read your letter out loud and if it sounds pompous or businesslike - re-write it You have to sound like someone your prospect would like to do deal with. Appeal to emotions - Human beings are 100% driven by their emotions so that's what you have to appeal to in any of your promotional materials. Use words like - "feel" - "You will feel less stressed when you follow this program" Action - They're must be a call to action - tell the reader what to do now and offer an incentive - "Phone now to receive the early bird discount" - Return the enclosed form today to receive your FREE gift." Signature - Signing each letter by hand (in blue ink) will increase your chance of a successful response. Depending on numbers, this may not always be possible so use the best software you can to make your signature look realistic. P.S. - Include a P. S. after your signature, something that will "tease" the reader to read the text. People will look at a letter headline first - they'll then go to the bottom of the letter to see who it's from. They'll then read the P. S. and that should encourage them to read the body of the letter - "P. S. The free report will be sent within two days." They're obviously encouraged to read the letter to find out what the free report is all about. Remember the rule of seven - one letter won't do it, you'll need to send at least seven over a period of time. Treat your reader with dignity, respect and courtesy. The trick is in not making a sales letter sound like a "sales letter." It needs to come across like a personal message to the individual. If they feel that you understand them and care about their situation then they are more likely - to bring their business to you. Discover how you can generate more business without having to cold call! Alan Fairweather is the author of "How to get More Sales without Selling" This book is packed with practical things that you can do to get customers to come to you . Click here now http://www.howtogetmoresales.com
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Coaching How to Build Rapport in 7 Seconds! I had my first official sales training by a man who believed in being very assertive, almost pushy. At the time this conflicted with my reserved nature, and for the next 6 months did not even make one sale. Sell Yourself, As Well As Your Product When selling a product to a consumer, one of the things we tend to overlook, is that it is as equally important to sell ourselves. The Multiplying Factor In Sales Success Mark has an attitude! Mark had worked in an operational capacity in the plant of a mid-western uniform company for over eighteen years. He had held almost every job in the production end of the business, from janitor to purchasing. One morning the owner of the company called Mark into his office to discuss a new job assignment. Mark was floored when the boss asked him to become the company's sales manager and take over the marketing department, which included the areas of sales and service. Mark had never sold before, nor had he managed more than a couple of people in his operational assignments. Now he was being asked by the owner of the laundry, at my recommendation, to supervise a sales team of three people, a route sales staff of nine and three service managers. My recommendation was primarily based on my observations of Mark as he gave me a plant tour a year earlier, as I started my engagement with this client. 3 Tips to Get Clients Now "I need more clients!" wails Steve, a 32 year old Boston-based financial planner, echoing a familiar refrain. Poised and well spoken, Steve is after the same high net worth individual as others in his field. How can he rise above his competition? Separating Yourself from the Crowd (Part One of Two) Warren Buffet says that insurance is a commodity and price is the main factor in the market place. It seems that nowadays, lowest price wins, regardless of the other factors. More and more people are turning to direct writers because they believe that 15 minutes and a catchy commercial with a dancing lizard can save them some money. Forget the relationship, forget being able to actually see your insurance agent and forget you if you are $0.01 higher than the "other" guy. Focus On The Customer: The Only Secret To Closing People are always looking for ways to close the sale. Often times when you lose a sale, it has nothing to do with your ability to close. The only secret to closing more sales is by focusing more on your customer. The Reason Why They Buy If you are a business person you want to sell your product or service. If it's been a struggle, then you probably aren't giving your potential customers a good "Reason Why" they should buy from you. Sales Tips from Sales Masters Increase Sales - Overcoming Barriers Ever thought to yourself, "If only my team members would complete the tasks that we mutually agreed to in our action plan." Using the Consultative Approach to Gaining Sales What do we mean by a consultative approach? Theres a Referral for Everyone I worked for years as a mortgage loan officer. During this time I worked with two very successful loan officers, however, their styles were polar opposite. These two guys were opposites to the point where they basically did not like each other, and spent most of the day avoiding one another. The Art of Backend Selling The art of backend selling Elearning Is Dead - Long Live Blended Learning! There is little doubt that eLearning has not achieved the success it promised some ten years ago, even though the primary benefits in terms of cost and flexibility remains extremely attractive. Some of the mistakes that have been made are: 7 Keys to Turning Cold Calls Into Warm Calls Let's face it when it comes to cold calling many of us fear being rejected. What if I was to tell you I have come up with 7 keys to turning your cold calls into warm calls? Would you believe me? How to Sound Just Like a Salesperson Prospect - "So now that I've told you what we are looking for, do you think that you can help us with this?" Making Sales is Easy When You Learn How to Make Friends Friends buy from friends. Why? Because people trust that their friends will go above and beyond the duties of a typical salesperson. They know that their friends will give them friendly, honest help and provide them with the product that is perfect for their needs. In return, these people develop into loyal customers who are happy to support their friend's business with continued sales and referrals. Order Takers vs. Sales Professionals As business owners we all know that in a ideal world prospects would just pick up the phone and give us an order but for most of us sales is not like that! Yes it would be utopia however have you considered the difference between order takers and sales professionals? Firstly they are two completely different animals. Lets face facts order takers are less likely to be skilled in sales technique. This includes the ability to easily up sell, cross sell or add on services. Order takers are by there very nature just waiting for the phone to ring and do not work on a pro active basis. If we left everything to the client then so many additional products would never have been sold. Evaluating Your Customer It is one thing to make a sales presentation, but it is another thing to make a sales presentation without first evaluating your customer. For all you know, you could be selling your customer something that they already have, or something they don't want, don't need, or can't afford. Are You Deaf? Dumb? Blind at Trade Shows? I'm constantly amazed how otherwise smart marketeers become deaf, dumb and blind at a show. I remind clients - You = Your Company - so when the company rep is incompetent, it reflects on everything about the company. Prep Your Customer When I first moved to Seattle, I worked for 9 years as a paint contractor. It is amazing the lessons I learned from this field, that I now carry into the field of sales. For example, before anyone can paint, you must plan what colors and textures you would want. You must have a vision of the finished product before you start. Next will come the preparation work. Before you apply a long-lasting, beautiful finish, you must "prep" the surface by washing, spackling, caulking, or priming. The actual painting comes only after you have spent countless hours preparing for it.
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