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283Chapter 17: Making the Sale

Writing letters to introduce your business

The point of an introductory letter is to make the impression you’d like to
make in person if you could. Almost certainly in a face-to-face meeting you
wouldn’t use blustery language or spend the whole time talking about your-
self. You’d shift the focus to your prospect, engage his or her interest, and
launch a conversation rather than a lecture.

Do the same exact thing when you write letters, following these points:

ߜ Open with a sentence that grabs interest and establishes a reason to
keep reading.

ߜ Introduce yourself in terms that matter to the prospect. If you can, refer
to a previous meeting or mutual acquaintance. For instance, After hearing
your name from so many good friends, it was great to meet you at Rotary . . .
or I’ve just learned that we have a mutual friend in Jack Smith. . . .

ߜ Explain your offering by conveying benefits the prospect can count on
rather than simply reciting a list of the features involved.

ߜ Keep your letter short. Keep sentences short. Keep paragraphs short.
And limit the length to a single page.

ߜ Make a clear point. Maybe you just want to say thanks. Maybe you want
to tell the person that you’ll be calling next week. Maybe you want to set
an appointment. Or maybe you want to announce a good deal (Our first
2006 model will arrive mid-month. As soon as the schedule is set, I’ll call
for an appointment so you can be the first to see it. . . .).

ߜ Edit and proofread. Delete as many I’s as you can. Then read the letter
for accuracy, double checking that you’ve spelled the recipient’s name
and address perfectly.

ߜ Sign your letter. Amidst all the junk mail, a personally worded letter
with an original signature on good stationery can make a great impres-
sion. Don’t let an assistant sign for you, reducing your letter’s impact
with the subliminal message that I’m too busy to sign this but I hope
you’re not too busy to read it.

Presenting your product

The presentation is your chance to present your proposal, product, or con-
cept in person, summarizing key points, responding to questions or concerns,
explaining benefits, and providing facts that will help the person before you to
either make the purchase or introduce you to the ultimate decision maker.