Vous êtes sur la page 1sur 3

SALES LETTERS

Sales letters are intended to perform salesperson's function of educating and persuading customers to buy specified products. As compared to salespersons, sales letters are a very cheap medium of pushing up sales and they can search the people. Since sales letters are meant to push sales, they must be drafted in the light of principles of selling goods and services. Before writing sales letter, the first and foremost requirement is identification of reader's interests and needs, and the thorough knowledge of the product or services being offered. The customer is not buying the product or service; he is buying the benefits (of product or service). Hence, we have to approach the customer by telling him the potential benefits from our product or service A good sales letter, like a successful advertisement, captures the attention of the reader, excites his interest and curiosity and induces him to buy the goods or services offered. The purpose of every sales letter as of every advertisement is to convert the reader into a customer.
Thus, an effective sales letter must lead to : Catching the reader's attention. Arousing his desire to buy. Convincing him by substantiating the claims. Motivating him to act quickly to buy the product or service. Promising satisfaction of the prospective client or customer.

Obiectives of Sales Letters


Sales letters are often sent : To stimulate sales when it seems to be falling off or do not increase as expected. To convey any change in the price or quality of a product. To offer a new service or product to the present and prospective customers. To open up new markets for an old product. To introduce salesperson to the prospective customers even before the former has called on them. To widen the market for existing products. To educate the customers in selecting the right types of goods. To create and maintain goodwill among the customers by offering quality products and services.

Functions of Sales Letters


Sales letters have the potential to perform the following functions : Attracting attention. Arousing interest. Educating and convincing. Stimulating desires, Securing action by the customers.

DRAFTING OF SALES LETTERS


A sales letter may be in the form of an advertisement to create an interest in the - mind of the reader. If a letter is effective, that would end in sales. The beginning and end of the letter should be attractive The first paragraph must catch the attention of the prospective buyers. For example, "Would you like to have an extra income of Rs 10,000 every month, in addition to your regular pay? You can have a luxurious life through the easiest jobs. You can have the answer against your question in cash." The next paragraph of the sales letter should -have the support of facts and figures, guarantee and testimonials of the benefits. e.g,, We are exporting the new products to Japan every year. The new products are highly appreciated. That is why the firm's exports have shown a rising trend. AIDA has now been expanded to AIDAS where S signifies satisfaction of the customer. The elements of AIDAS have been discussed as follows :

Attention
A sales letter must be able to attract the attention of the reader. We may ask a provocative question, make a probable claim or narrate a likely incident. "Would you like more people to know about your business at lower costs?" will invite a better reaction than a facile claim, "We hostweb-sites for a fee."

Interest
If we suceed in holding the attention of the reader, we should try to arouse his interest next. We may do so by appealing to his 'buying motive'. For instance, a doctor or a lawyer would like to be accessible to their clients. So someone selling a mobile handset or service may capitalise on it. An Internet Service Provider (ISP) offers faster surfing and downloads to people annoyed with slow speeds of Internet services.

Desire
The targeted customer should by now need a dose of desire. The buyer may also like to be convinced about the genuineness of claims being made. Phrases such as 'World-wide presence', 'Unlimited warrantees', 'Lifelong validity', 'Free trials', 'Money-back guarantees' are used to do exactly the same. Emphasis on lower hidden costs or 'intangible add-ons' does the rest. Most of the people tempted by these offers forget that nothing comes free in this world.

Action
A sales letter should never ask a prospective buyer to do something difficult. On-site or telephonic orders, pre-paid post cards or a visit to the local store are fine. Providing a toll-free phone number, where the called party rather than the caller party may motivate the prospective buyers to make enquiries.

Satisfaction
The change of AIDA to AIDAS was not incidental. Companies realised that clients and customers demand good value for their money. A sales letter may sometimes carry post cards or self-addressed coverts which will persuade the reader to act upon. For example, "Tomorrow will never come. So why can't you act now? Time is precious. Simply sign the form and mail it to us at once." "You may write a line in the enclosed post card about the day and time. convenient to you to meet our salesman along with free samples at your office." The last para of the sales letter must successfully turn the reader into customer. For example, ."We would not like you to miss this golden opportunity. The attractive bonus is open only for a fortnight. So act now".

........

SPECIMEN: SALES LETTERS

Sales Letter for the promotion of Air Conditioners

SUNRISE ELECTRONICS (INDIA) LTD. ....................................................................................................................................................... Delhi March 15, 2007

Dear Sir, With summer approaching, you may be thinking of how to keep your office cool so that executives and employees can work with more efficiency and effectiveness. To meet your needs. VideoconIndia's largest consumer Electronic and Home Appliances company offers the widest choice in Rotary and Reciprocators, window Air-Conditioners, Fuzzy and Neuro Fuzzy, Logic Split AirConditioners. The detailed specifications are given in the enclosed pamphlet. We, the authorised dealers of Videocon in the'region, guarantee for three years against all manufacturing defects and repairs, or replace any part that might cause trouble at our cost. . With the pamphlet, you will find a card. Please fill it in and mail it. We shall send our technician to your office to assess your requirement and to advise you about the location of air conditioner. There is offer of special discount of 5% if the order is placed on or before April 15, 2005. All installation charges will be borne by us. Hurry up I Avail this special offer.

Yours cordially Sd/Marketing Executive Encl. As above

Vous aimerez peut-être aussi