When I was first hired to do inside sales for my current employer, I primarily focused on selling to residential customers because it was much easier to get sales over the phone. Roughly two years ago, however, my company changed its focus and now sells exclusively to business customers.
When that change first happened, I was overwhelmed. The selling style I had used to sell to residential customers for 8 years did not work with business customers and, for the first few months, my commission checks reflected that. Fortunately, I was able to turn things around by changing my sales approach and writing letters to my customers instead.
Personalized sales letters can be an effective way to get your foot in the door when it comes to potential customers. And, if written correctly, can even get you a sale without a follow up call. All you have to do is follow some simple steps.
First, when possible, send the letter to a specific person rather than the business itself. This step might require some research on your part but it will increase the chances of the letter being opened rather than it being thrown out as junk mail. You usually can find a potential contact by checking out the company’s web site or the local chamber of commerce’s web site.
Second, get to the point quickly. When I first started writing letters, I would give customers a description of our company in the very first paragraph. And, I had some success with this. However, a short time later, I did a re-write. Now, I start out writing about what I can offer my customer first and then give them a description of my company second. Since making this change, my sales have increased dramatically.
Third, include your business card. As I have mentioned before, business cards are a great way to market your company because customers tend to hold onto them. This is why, whenever I send a letter, I make sure to paperclip my business card to it. This does work too. I have had customers throw away my letter only to call me some time later because they came across my business card on their desk.
Last, whenever possible, include any paperwork they need to close the sale. I send out roughly 30 letters each week and each of those letters includes the service agreement and a return envelope. On average, 3 of those service agreements are signed and returned to me without any extra effort on my part. I can usually convince another 2 or 3 customers to sign up with me after just one phone call because I made it easy for them by giving them the paperwork ahead of time.
It might cost you some envelopes and stamps. But, if you follow these steps, you’ll get enough sales to more than justify that expense.