Follow Up Business Letter: Basics

“You can have everything in life you want if you will just help enough other people get what they want." --Zig Ziglar.

Wow - - that's powerful! It stands to reason then, if you help your potential prospects get what they want, you will get what you want - - your sale. So let's take a look at what should be included in your response so that you will close the sale, when a person asks you to send additional information about your product or service. First we'll look at email and postal mail replies, then Tips-of-the-Trade for both methods.

EMAIL PACKAGE REPLY

Sometimes there is an option to reply via email. If so, there is no need to send a cut-and—dried ho-hum email letter of nothing but text. The potential client has already heard or read something about your product or service, or they wouldn't be asking for more information. So get creative - -- -wine-&-dine them, so to speak (or write!)

At this point, many recipients might accept and open email attachments, so respond with full-color samples in Adobe so that they can open easily with a free Adobe Reader download. Include a link like this: http://www.adobe.com/products/acrobat/readstep2.html in your letter for the free download, too, just in case their computer doesn't have it already. But do offer plenty of text content, just in case they cannot or will not open your attachments.

Leary of attachments? Send links. Upload your samples online and ask the recipient to click and browse. There are free hosting companies out there that will give you space, in case of budgeting issues, too. Just beware that the free sites carry banner ads of THEIR choice. Often for under $10 per month more though, you can have these removed and be your own webmaster.

Another alternative is to use stationary images with your email. Check with your hosting company or email service provider and find out what options, images and downloads are available.

Don't be afraid to experiment with font size, types and color, too. If you are selling candy, color your text to match the candy and add a graphic watermark for something different. See what software you have on your system and what options are there. Updates are often available online at no additional charge or for minimal amounts.

POSTAL PACKAGE REPLY

For those responding with postal mail, entice people with a whole-package response instead of just a single letter in an envelope. Get them excited and get them involved - - that's what they want. And make it a targeted message. For example, if you're selling a children's party plan try sending your information inside a fancy, decorated gift-wrapped package with confetti and trinkets inside with your logo on them (party hat, horn, candy, etc.) along with your description, testimonial and pricing sheets.

Check around and experiment with different sized envelopes, boxes and creative ways to “package” your reply. For instance, you don't have to save Easter baskets only for Easter. Send a mini-basket of samples. Or how about a 3-dimensional card stuffed into an envelope with a Special Report tucked inside. Or send a Certificate of Merit or as a scroll tied with a red ribbon. Stickers and colored stampers can add some pizzazz to any package, too.

For more fun ideas, check out online and local office supply and party stores, dime- stores and outlets. Keep a supply of catalogues on hand for future ideas and projects.

TIPS-OF-THE-TRADE FOR EMAIL AND POSTAL MAIL PACKAGES 

BEWARE OF STYLE CHOICES AND TEST THEM FIRST IN PRINT

Yes – in print! Many people print out their emails. Make sure it is readable and printable. Some problem areas:

•  Yellow print on white background doesn't show up

•  Some text programs write left to right seemingly for miles! Make sure yours copies in readable, printable blocks.

•  Make sure the font is large enough to NOT cause headaches: 10-point and larger. But do NOT use up all their ink and patience with 54-inch font in BOLD.

•  Test any images. Some take up almost an entire black ink cartridge. Don't waste someone else's resources.

•  Check paper/page spacing. Is there half a page of white space? Check margins, too. Make sure the contents fit.

DON”T FORGET THE BASICS

• Benefits – least the most important first, then the second and so on.

• Back up your sale with testimonials. Better yet, tell them you want theirs for your next campaign. Always invite feedback.

• People WANT to get involved. They want you to TELL them why they should buy. So do it. Include: ATTENTION GRABBERS: personalized logo pens, notepads, $ million dollar bills, candy, a Special Report, etc. - - something FREE.

• Call to Action: Don't forget this step! People WANT you to tell them what to do. So do it! And be exact. Say, “Call: (614) 555-8888 TODAY” or “Mail your check or money order to…” and add a COMPLETE address.

• Check for errors: make sure your contact information and all Internet links in your materials work. Does the email address bounce? Does the fax number ring through? Is there paper in the fax machine? Did you write the phone number correctly?

MULTIPLE FOLLOW-UPS

No reply does not have to mean a “NO” reply. So don't stop after sending out ONE follow-up package.

Your package could have gotten lost, destroyed along the way, mishandled, tossed out by accident, delivered to the wrong address - - - -who knows?! But YOU sure won't know if you don't hear from them and don't follow up.

CREATIVE STRATEGY

Which brings us to creative strategy for future campaigns. Some sales people log appointments, but leave out important future campaigns. So start planning the rest of the year now and begin next year's, too. Ask yourself questions like:

What campaign will you run for the holidays?
What can I find off-season for discounted package contents?
What holiday just passed -- -are there discounted bin items I could use for next year?
Who could I include in a special seasonal promotion?
How could I announce my new product line coming out next quarter?
Where could I advertise so that people would ask for Follow-Ups?
Are there postal discounts or better shipping options available?

In conclusion, remember that old saying, “If at first you don't succeed …” and keep swinging that bat. Follow up with a call to see if they received your package, at least. And go for the close. Then look ahead for the next opportunity to earn their business.

Brian Maroevich