unit4

The reviver usually includeory of the transactions between the customer and you Recommend a particular product to the customer and give your favorable terms of price Express the hope of taking advantage of the special offer and placing order early
Some points in writing sales letters
Keep the letter short Catch the customer’s attention in the opening paragraph Create a personal tone by using “you”, instead of “all customers”, “our clients”, or “everyone” Focus on the benefits of your product or service to the customer and stress its features from the customer’s perspective Convince the customer of the features and benefits you claim about your product or service by evidence: figures, facts or opinions Conclude the letter by urging the customer to take action: to visit your showroom, to receive your representative or to place a trial order
Preparation for writing the sales letters
Before writing a sales letter, you must gather facts about your product or service. If yours is a tangible one, what is its size, shape, composition, etc.? Does it compare favorably with your competitor’s product in durability, efficiency, appearance, safety, or terms of price? What human needs or wants does if fulfill? With your product or service in mind, you are ready to identify some central selling features that you think will fulfill specific customer needs. Endusers usually are interested in comfort, performance, appearance and safety, while dealers are more interested in turnover and profit.
Sales Letters
The sales letter is a form of advertising. It aims to sell particular kinds of goods or services to selected types of customers. The purpose of sales letters are to persuade the customers to buy your product now, or to develop an interest in your product that will induce them to buy later, or to keep the name of your organization in customers’ mind, or to get customers to try your product or ask questions about it.
The follow-up letter usually includes:
Refer to the customer’s enquiry and to the offer the firm has previously made Express regret or surprise that no order has been received and discreetly inquire into the reason Put forward new points and arguments favorable to promotion of sales Repeat the hope that the customer will take advantage of the offer
Conclude transactions with sb Allow sb a discount
Learning Objectives
By studying this unit, you will be able to: Know what points should be noticed in writing a sales letter Know how to introduce a commodity to a new customer Know how to recommend a substitute product Know how to write a reviver Know how to write a follow-up letter

Be recommended to sb Have been requested by sb As far as sb is concerned In excess of Be in a position to do sth Exchange views on In the spirit of Be aware of A large quantity of Have the pleasure of doing sth
The revivers
The purpose of the reviver is not to acquire new customers but to retain or regain old ones, who are the backbones of sales potential.
Some rules in writing the revivers
Keep the letter short, otherwise it may not be read Catch the reader’s interest in the opening paragraph Give the letter an attractive look and make it as personal as possible
Sales Letters

Terms
Sales promotion Clear the stock Ready sale Give sb the first chance To be popular with customers Take advantage of Specialize in Enjoy great popularity Give us an early reply
The principle of AIDA in writing sales letters
To capture customers’ Attention To arouse their Interest To create Desire To encourage Action of purchase