Model Letters
Most salespeople would rather talk than write. Sitting down in front of a computer, struggling to dream up the right words for a letter or e-mail, is unproductive. It takes time away from meeting with customers and pursuing new sales opportunities.
That's why model letters and e-mails are so important to salespeople. It saves them time, which translates into more face time with prospects and customers.
Some salespeople can write well. Others cannot. Well-written model letters and e-mails help a company maintain a professional image in its written communications. Imagine a customer receiving an e-mail from a sales rep riddled with muddled messages and spelling errors. Ouch!
What's the difference between a model letter and a real letter?
A model letter, or a template as it is sometimes called, is basic text that can be customized by the salesperson. Often there are just a few blanks to fill in. So instead of taking an hour to compose a letter or e-mail from scratch, the salesperson can knock one off in just a few minutes.
The Salesperson's Ghostwriter
Copywriters can write several different kinds of model letters for salespeople. Here are the most common:
The Thank You for Your Time letter or card that is sent after a sales presentation.
The Appointment Confirmation e-mail to confirm a date and time of a scheduled meeting.
The Request a Meeting e-mail or letter. This is often used in tandem with a phone call or voice mail in an effort to secure a meeting with a new prospect. “I'll be in your area on Tuesday. May I drop by to quickly introduce you to our latest solution for reducing international shipping costs?”
The Invitation letter, e-mail, or card. This is used to persuade a prospect or customer to visit a trade show booth, product demonstration, or similar event. “Please drop by our booth during the Annual GIZMO Conference. We'll be giving away chances to win.”
The Special Offer letter or e-mail. “Until the end of this month, we're offering a 35% discount to our best customers. I'll call you this week with more details.”
The Service Reassurance e-mail. “Sorry to hear you're having trouble with the Gizmo BX4. I've notified Rich in our technical department and he will be scheduling a service call with you for early next week.”
The most important thing to remember about writing model letters and e-mails is to keep it conversational. Remember, it's from a real person. If the copy screams form letter, this will turn off both the customer and the salesperson.
