Winning Sales Letters

ENTR 4140
Chamkaur Cheema
Agenda
 Basic Rules
 How to Get Attention
 Target Your Letter
 Content
 Structure
 What About Email?
 A Word On Proposals
– Okay, a few words
Basic Rules

 Establish your objective in writing

 Get to the point
 Grab your reader’s attention
 Use a call to action
 Be accurate -- proof read several times
 Use everyday language, but not slang
Structure of the Letter

 Headline
 Short paragraphs and sentences
 Use bullet points
 Use bold and italics
 Use the person’s name
 P.S. Everyone reads the P.S.
Target Your Letter

 Know the person’s name and title

 Be specific as to how you can help them
 Demonstrate that you know something about
your client
 Call before and immediately after
How to Get Attention

 New development
 Tell a story
 Ask a question
 Identify a problem
 Make a free offer
 Target your letter
 Use lumpy mail
Aida**

 Attention -- Get to the point

 Interest -- Why would the person be interested
 Demand -- Create demand for what you are
offering
 Action -- Ask them to do something
What About Email?

 Write professionally
 No place for :) or u2canbfree
 Anyone can read an email
 Great for follow-up
 Edit and correct before sending
Purpose of the Proposal

 What do you want out of this

 Make the sale
 Advance the sale
 Qualify for the bidder’s list
 You must have a specific goal in mind
Developing a Proposal
 What is your objective in writing the proposal
 Who is the primary reader
 Who else might be reading the proposal
 What is this person’s agenda or need?
 How can you help address their issues
– Or add value to their business
 Why should they do business with you
Using A Disciplined Process
 Do your research
 Timetables and outline of responsibilities
 Careful attention to writing
 Develop a framework for your proposal
 Outline key points
 Conclusion first, evidence second
 Review why each is important
– Get rid of the duds
 Fill out the rest
3 Rules of Proposals
 What is the customers key need or problem
– What makes the problem worth solving
 Focus on results the customer wants to achieve
– How will the client determine or measure success
– Which goal is the most important
 Recommend a solution
– Which of your products/services will address these goals
– What are the likely results for each course of action
– Compare these results to the customer’s goals
And One MORE

 Keep it focussed and easy to read

– Clearly focus on client
– Maintain a persuasive structure
– Differentiate your proposal for each customer
– Offer a compelling value proposition
– Keep key points simple
After The Draft

 Who
 What
 Why
 Where
 When
 How

Have you answered all of these questions?

Review the Presentation

 Proofread
 Spelchek
 Review for formatting
– Clean looking
– Double spaced
– No widowed or orphaned lines
 Appropriate back up information included
Delivering The Proposal

 Never drop it in the mail

– You might as well drop it in the garbage
 Set up appointment
 Deliver it personally
 Use this as an opportunity to reinforce what
you are offering
Content
 Cover or title page
 Executive summary
 Table of contents
 Situation background
 Statement of objectives
 Present method
 Problems/needs with present method
 Proposed method
 Cost/return on investment
 Implementation plan and schedule
Appendices

 Capabilities/staffing/qualifications
 References
 Additional technical details
Bonus Slide

 Orwell’s Rules to Effective Writing

1. Do not use idioms
– “nowadays”
2. Use a short word instead of a long one
3. If you can cut out a word do
4. Use active instead of passive
5. Use everyday English instead of technical jargon