Sales Letters

3. Sales Letters

Direct advertising, in the form of letters to a selected group of readers, is an effective way to promote sales. Such sales letters should appeal to the potential customer. They should:

arouse the reader's attention

create desire to make use of your offer

convince him that these products or services are the best ones for him

activate him to place an order

Almost any communication can be used as a sales letter. Announcements to customers and others or important changes can be used to make your company, your products or services better known to the public, and to attract buyers.

e.g.

FARMERS FRUIT PRODUCTS

Taunton, Somerset

England

November 2000

Dear Sir,

In the field of fruit preserves, English jams marmalades have been regarded as the best for the century and a half. Their reputation is spread by everyone who tastes them: they are recommended by word of mouth to relatives, friends and many prospective customers. English fruit farmers supply FARMARES with the best quality produce from their orchards and gardens. Fresh citrus fruits are imported from Spain and Israel all year round.

Please refer to the enclosed price-list, and let us know your requirements on the form attached. You may be able to profit from special terms on your initial order. Delivery can be made shortly after we receive your order. FARMERS look forward to hearing from you soon

Yours faithfully,

FARMERS FRUIT PRODUCTS

4. Counter-Proposals, Concessions

A buyer need not accept the prices and terms offered by the seller unconditionally. There will often be good reason to make a counter-proposal with the object of obtaining better prices or terms, or a shorter time of delivery. As a result of these negotiations, the supplier could make a concession, particularly for an introductory sale, or if the customer places a large order.

e.g.

Roberts Import Company

Av. Rio de Janeiro

Grupo 505

Rio de Janeiro

Farmers fruit products

Taunton, Somerset

England

16 November, 1998

Dear Sirs,

Thank you for your letter of 10^th November, enclosing your price-list. The 2 lb tins of marmalade would not be suitable for our customers, but we should like to buy 15,000 1 lb jars. However, there is one disadvantage when compared with local produce. Housewives here are used to a jar containing 500 grammes; the English pound is only 454 grammes. Therefore we would ask you to reduce the prices quoted for quality A2 by ten per cent.

As far as the settlement is concerned, we would suggest paying half the amount against your invoice on receipt of the goods, and the second half within 30 days, deducting 2 per cent discount.

The samples arrived yesterday, and we must admit that your marmalade is delicious. Would you kindly let us know as soon as possible if you can supply us on the terms mentioned.

Yours faithfully,

R. Wilson

5. Orders, Order Acknowledgements

In comparison to the correspondence so far, placing an order is simple from the point of view of letter-writing. Very often the purchasing department or the buyer fills in an order form, although he may prefer to write a letter to make certain points quite clear. There could be special import regulations, which make it necessary to complete formalities, or he may want to stress delivery instructions or other matters.

The supplier sends an order acknowledgement promptly, to thank his customer for the order. If prices or delivery times have changed, the customer must be notified. If the goods ordered are no longer available, a substitute may be offered.

e.g.

MATTHEWS & WILSON

Ladies' Clothing

421 Michigan Avenue

Chicago, III.60602

GRANT &CLARKSON

148 Mortimer Street

London W1C 37D

November 4, 1996

Gentlemen:

Thank you for your quotation of October 30. We have pleasure in placing an order with you for

1,900 ‘Swinger’ dresses at Price: $38,745

in the colours and sizes specified below:

Delivery: air freight, c.i.f., Chicago

We shall open a letter of credit with your bank as soon as we receive your order acknowledgement. Please arrange for immediate collection and transport since we need the dresses for Christmas.

Very truly yours,

P. Wilson

Buyer

6. Dispatch, Packing, Transport

When the supplier has made up the order and arranged shipment, the customer is informed of this in an advice of dispatch. This may be done on a special form or in a letter.

e.g.

SATEX S.P.A.

Via di Pietra Papa, 00146 Roma

Telefono: Roma: 769910

Telefax: (06) 681 5473

Mr. Crane, Chief Buyer

Nesson House

Birmingham B3 3EL

The United Kingdom

29 March, 1990

Dear Mr. Crane,

We would like to advise you that your order has been shipped on the SS Marconissa and should reach you within the next ten days.

Meanwhile our bank has forwarded the relevant documents and sight draft for $ 1, 445.60 to the Northminister Bank Birmingham.

We are sure you will be pleased with the consignment and look forward to your next order.

Yours sincerely,

e.g.

GRANT &CLARKSON

148 Mortimer Street

London W1C 37D

MATTHEWS & WILSON

Ladies' Clothing

421 Michigan Avenue

Chicago, III.60602

20thNovember,1996

Dear Sirs:

We have pleasure in notifying you that your credit was confirmed by our bank yesterday, 19^th November. We have had the 1900 ‘Swinger’ dresses collected today for transport by British Airways to Chicago on 25^th November.

Enclosed is our invoice for the goods in question plus the extra charges for air freight, packing list to facilitate customs clearance at your end, certificate of origin, air waybill and insurance policy.

Hoping that this initial order will lead to further business, we are

Yours faithfully,

F.T.Burke

Export department