Business Correspondence Part 25

There is one way you can save rent; save wages; save damage to samples and still sell more goods.

Install a Patent Extension Display Rack in any department you like-- picture, linen, notions, sporting goods, etc., and you will add 30 square feet of display for every foot you use. You will enable one salesman to do the work of two. You will save the time your salesmen now spend in getting out goods and putting them away. You will prevent the samples from becoming soiled.

Don't take the trouble to write us a letter, just pencil on the foot of this the name of the manager of the department you would like to begin with, and we will explain all about these display racks to him.

Yours very truly, [Signature: Smith and Deene]

P.S. Marshall Field & Co., of Chicago, bought the first Extension Display Rack we sold and they have been buying ever since. Their last order just received amounts to nearly a thousand dollars. Can you afford not to investigate?

_The reference to easy profits at once interests every business man and the method of saving rent, saving wages and increasing sales is certain to be investigated. The third paragraph presents good argument--short and to the point. The letter is extremely easy to answer--just a few words with a pencil and that is all. Proof of the merit of the article in its satisfactory use by a large wholesale house is cleverly brought out in the postscript_

Another good way to win the interest of the prospect is to offer to help him in his buying in some specific way. A firm selling diamonds by mail, for instance, does it in this fas.h.i.+on:

"Unless you are an experienced judge of precious stones, it is almost impossible to buy a diamond at random and be certain of getting value for your money. But you need not take chances. Our best expert has written a booklet telling just how to determine diamond value, how to detect flaws, and explaining the choicest cuttings. Whether or not you buy of us, this little book will be of inestimable value to you in buying stones. We will be glad to send you a copy for the asking."

Still other writers follow the declarative form of opening. "Allison Preferred has advanced to 106 in a week." "Yesterday we sold for $10,000 cash a property that was put in our hands only Tuesday." But inasmuch as the declarative form lacks a little of the inherent interest of the question or the command, it should deal with some point of particular "interest value" to the cla.s.s addressed.

Style and interest value are just as important in the letter that is to draw an inquiry as in the letter designed to make a sale. Some think that just because a letter is fairly certain to reach a man if properly addressed, it is easy to get a reply. Far from it. Unless there is a good reason for a man answering a letter, he isn't going to do it.

Suppose that a furniture dealer, on receiving a new stock of furniture, writes a letter like this to a list of several hundred women:

"Our fall stock of furniture arrived on Sat.u.r.day and is now on exhibition on our third floor. The showing is unsurpa.s.sed. Here you will find something to suit you, whether you wish oak, mahogany, walnut or birch. We invite you to pay us a call."

Some who would probably have come anyway may come in response to such a letter or may write for special information. But a letter of this kind is sure to bring results:

Dear Mrs. Brown:

I remember that when you purchased the mahogany bed last March you expressed a desire to buy a dresser that would match. In the new lot of furniture that we put on our floors only yesterday are several dressers that would match your piece perfectly. Come in and see them. I should like you to see also the dressing tables and chairs that match your dresser, even if you are not ready just now to get an entire set.

The first letter has little point to it. The second has personality and interest, and if signed by the salesman that sold the first piece of mahogany, is certain to bring the customer in if anything would.

A strong method of closing letters of this sort is to have final paragraphs of this style: "May we tell you more? This won't put you under the least obligation. If we can't show you that it is to your interest to take up this matter, it is our fault--not yours. Mail the card now and let us put all the facts before you."

A post card or a postal card should be enclosed in all inquiry- bringing letters. The request for further details should be printed, so that the prospect has only to sign his name and mail the card. In other words, make it easy for the prospect to answer. Another thing, don't print anything on the card that will make it appear that the prospect is committing himself. Paragraphs of this sort have proved effective: "Without committing myself, I give you permission to furnish me full information about the subject mentioned in your letter."

The card method is particularly good if the inquiry is to be followed up by a solicitor, for the card may be sent conveniently to the solicitor who will take it with him when he calls. It sometimes pays to have all the inquiries from a territory sent on cards addressed to a certain solicitor, though the inquirer may think at the time of inquiring that the one whose name appears on the card merely is the correspondent that wrote the letter. The advantage is that a prospect who sends in a card addressed to "Mr. H. E.

Carrington, care of the Smith Publis.h.i.+ng Company," has seen Mr.

Carrington's name. When Mr. Carrington calls, the inquirer is sometimes flattered to think that the gentleman has been sent from the home office. As he has written a card to Mr. Carrington, he cannot with good grace deny an interview.

The man who writes and offers to do something without putting the least obligation on the inquirer who accepts the offer is hard to turn down. A writer of advertis.e.m.e.nts, after a courteous criticism on advertis.e.m.e.nts that he doesn't like, closes in this way: "I think I can show that it is to your interest to use some copy of my construction. If I can't, certainly it won't be your fault. May I show you what I think is a more profitable way of advertising these goods? If when you see my copy you are not more than satisfied to pay my bill, there won't be any ill-feeling on my part. The decision will rest with you."

THE INQUIRY BRINGING LETTER

WHAT IT MUST DO STIMULATE INTEREST AWAKE DESIRE FOR FURTHER INFORMATION GIVE REASON FOR ANSWERING MAKE INDUCEMENT FOR ANSWERING PAVE WAY FOR FOLLOW UP CALL FOR IMMEDIATE ACTION

WHAT IT MUST NOT DO AROUSE IDLE CURIOSITY CREATE EXAGGERATED IDEAS GIVE FULL PARTICULARS MISREPRESENT PROPOSITION WASTE ARGUMENTS CLOSE WAY FOR FURTHER LETTERS

A townsite company, selling town lots by mail, uses a device that gets replies when ordinary requests would be disregarded. As the close of a three-page form letter this paragraph is used:

"We enclose letter that the railway company wrote us. Please return it in the enclosed stamped envelope, and tell us what you think of our plan."

The next sheet following is a facsimile letter from a prominent railway official commending the plan, so making it easy for the prospect to add a few words of commendation.

This is a clever scheme to coax a reply out of the prospect--and it is certain that he carefully reads the letter from the railroad company before he returns it. No matter what the nature of his letter it gives an opportunity for a personal reply.

A clothing manufacturer has an effective method of drawing out a fresh inquiry or indication of interest from his mailing list by inquiring what satisfaction the reader got out of the last suit ordered, asking a criticism of service if the buyer has any to make, saying that anything that was wrong will be made right.

Writers of investment letters have found that it pays to emphasize the fact that only a small lot of stock is available. If the letter leads the prospect to believe that barrels of the stock will be sold, the effect will be prejudicial. The "limited quant.i.ty" idea is effective in selling other things.

An investment letter that brought good results where the signer of the letter knew all those to whom the letter was sent made the statement that four or five shares of stock had been put aside for the prospect. Practically no more information was given in the letter, but full information was offered on receipt of request. The request gave opportunity for the salesman to call. This "putting aside" idea may be applied to clothing and other commodities. Its efficiency lies in the fact that it gives a definite point to the letter.

In the letter that angles for an inquiry, do not tell too much. Whet the appet.i.te and arouse the curiosity. Make them hungry to learn all about it, make them come back like Oliver Twist and ask for more.

But it is fatal to paint a proposition in such brilliant colors that there is a chance for disappointment when the prospect gets his additional information. Nor should an offer of a free booklet or free samples be made so alluring that the letter will be answered out of idle curiosity when the recipient is really not a prospect at all.

Schemes without number can be devised to get a reply and only enough should be put in such a letter to stimulate a reply, saving up the real arguments and the big talking points for the letter that aims on getting the actual order.

How To _Close_ Sales By LETTER

PART V--WRITING THE SALES LETTER--CHAPTER 18

_Suppose that your most obstinate "prospect"--a man in the next block on whom your cleverest salesman had used every tactic and had been rewarded only by polite turn-downs until he had lost hope-- should call up some afternoon and ask you to send over a salesman.

Would you despatch the office boy? Or would you send your star salesman? Yet if that prospect lived a hundred miles away and sent in a letter of inquiry, one out of two firms would entrust the reply to a second or third-rate correspondent--entirely forgetful that an inquiry is merely a clue to a sale, and not a result in itself. This chapter shows how to_ GET THE ORDER _by letter_