is fast becoming a survival skill in our high-technology, service-oriented
Up until three years
ago, your best salesperson was probably someone who was highly persuasive
in individual sales calls. However, today-with a difficult economy and
intense competition-face-to-face meetings are not always cost-effective.
Today's successful salespeople have to be able to sell themselves as
effectively in writing and as they do in person.
This brings to mind
two other thoughts. First, the average person does not receive training
in business writing in school. (Most schools teach academic or creative
writing.) Second, the amount of paper crossing a person's desk has increased
600 % in the past ten years.
your staff writes goes into a competition-a competition for the reader's
attention that involves all the other reading material received that
Accept this as a
challenge and rise to the occasion. If your staff can produce clear,
concise documents that advance the sales cycle, they will shine and
your organization will come out a winner.
Selling in writing
is not much different from selling face-to-face. You have to show you
understand your customer and his concerns. And then explain how you
can help him solve his problems and reach his goals.
information that may confuse the reader. Figure out what he wants to
know and what he needs to know and then tell him-in simple language.
Don't use a lot of space glorifying your company. The customer is more
interested in how you can help him.
To close your letter,
ask for a specific action leading towards the next step in the selling
And remember-a good
letter is a less expensive way of calling on your customers again and
again, reminding them of you and your products.