Effective Sales Letters

Marketing

Effective Sales Letters
by Tim Connor



One of the weakest areas of poor salespeople is the ability to communicate on paper – whether it is a letter accompanying a proposal, a follow-up letter after a sales visit, or a letter or memo to a prospect on a new product, service or policy.

Communicating on paper is just as critical as spoken words. It may be even more important – because the words are captured for eternity on paper, while spoken words will most likely be forgotten.

There are entire courses, manuals and books on how to write better letters – so what can I hope to accomplish with 250 words? Only that you re-evaluate your ability to communicate with the written word. Effective communication on paper can accelerate your career and the lack of this skill is sure to hold you back.

There are a few guidelines I would like you to consider as you reassess your writing skills in sales.

Do you use effective words?

Do you overuse favorite or trite words?

Do you write in clichés?

Is your message clear, concise?

Do you use too many words for your message?

Do you regularly keep in touch with clients with the written word?

Do you use redundant phrases?

Have you ever taking a writing skills program? If no, why not?

Do you read a lot? This is one of the best ways to become a better writer.

Do you ask other people to review or proof what you have written before you send it?

Do you 'sleep on' some of your important written letters, memos or correspondence?

Do you ask the people to whom you send written communication to give you feedback on what you have written?

Here are a few rules to consider:

Be brief. People have less time today.

Be concise. Leave no room for uncertainty.

Be clear. Leave no room for misunderstanding.

Be specific. Leave no room for errors in interpretation.

Say what you mean and mean what you say.

Remember – life is a perceptual experience. People see and read what they want to see – not necessarily what you have said or written.

Ask for feedback on your message to determine understanding.

Keep in touch. Send lots of notes, cards, letters, gifts, whatever.


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Tim Connor, CSP, is a professional speaker and expert in the fields of management, sales, team building, and customer service. He's the author of 19 books and can be reached at 704-895-1230, speaker@bellsouth.net or www.timconnor.com.