ORDER LETTERS

LETTERS WRITTEN BY THE SELLER

RDER letters written by the seller may be classified as follows:

OR

(1) Letters answering inquiries that may lead to orders.

(a) When the inquiry concerns the type of product you have

for sale.

(b) When the inquiry concerns a different type of product.

(2) Letters acknowledging an order.

(a) When the buyer has given full information.

(b) When full information is lacking.

(c) When the buyer has not made satisfactory credit arrange

ments.

(d) When the order is from a new customer.

(1) Letters answering inquiries that may lead to orders.

The letter answering an inquiry that may lead to an order is, essentially, a direct sales letter. The effort is to sell to a prospect who already has evinced his interest in the product.

If the inquiry simply consists in a coupon detached from an advertisement, you may, in answer, make use of form letters, with name and address filled in at the top (see Chapter XXXI). If the inquiry asks for special information, a special letter that will meet the individual requirements of the writer is called for. Some correspondents have done away with form letters, deeming it a better business policy to deal individually with each inquiry received. Follow this example only when it is certain that a larger volume of sales will pay for the added cost of dictating each letter. It is generally advisable to have ready for use separate paragraphs, or letters, covering the points of inquiry ordinarily made. You can then instruct the stenographer to add a sentence or two making

direct reference to the needs of the individual prospect, and thus give a personal tone to the letter as a whole.1

(a) When the inquiry concerns the type of product you have for sale.

Here is a letter written when the inquiry concerned the type of product the manufacturer had for sale:

Dear Sir:

It is a pleasure to learn from your letter of July 10 that you are interested in Dover Typewriter desks.

Your specifications call for a desk which permits the machine to remain in a horizontal position when raised or lowered for covering.

The Dover No. 10 is the ideal desk for this purpose. In order that you may see it illustrated in both the upright and lowered positions we are mailing you our 1918 catalogue. If you will turn to page 10, you will find just how efficiently this desk operates. Notice also that it costs no more than other standard equipment.

No other desk requires so small a space as this folding type. It is, therefore, very desirable for offices occupied by several persons.

You can get this desk in both the mahogany and quarter-sawed oak, in various styles and sizes.

Should you decide on any of our equipment, we can give you almost immediate delivery.

Note that the above letter covers the following points:

(1) Expresses courtesy.

(2) Supplies the requisite information.

(3) Makes a "bid" for the sale by pointing out the merits of the product.

Courtesy is best expressed in opening sentences, such as, "It is a pleasure to answer your inquiry of July 29 concerning the #23 Pioneer Bicycle," or, "We are glad, in answering your inquiry of July 29, to give you full information concerning the # 23 Pioneer Bicycle." Avoid 1 See page 448.

uninteresting openings. "We are in receipt of your inquiry of July 29 concerning the #23 Pioneer Bicycle," and, "We beg to acknowledge your inquiry of July 29 concerning etc.," simply consist in bald, uninteresting statements of trite facts. Your receipt of the letter, or its date, is not a vital factor in your effort to sell the product. Bring in these points incidentally. Your expression of courtesy, however, is always an essential element of the letter. It makes the prospect feel at once that you appreciate his inquiry and that you have his interests at heart. In supplying the requisite information, read over carefully the prospect's letter and make certain that you cover definitely each point it brings up. Direct his attention to your catalogue, pamphlet, or bulletin, since it contains more exhaustive matter than you can possibly get into a short letter. In doing so, cite the catalogue page; then he will have no difficulty in turning to it. Or go a step further, instruct your stenographer to turn down one or more pages and to mark with pen the important paragraphs. Familiarize yourself with information contained in the various pieces of "sales literature" published by your firm, that you may mail to each individual prospect the printed material most certain to be of value to him.

Your "bid" for the sale will follow the principles laid down for any other sales letter. It will match the needs of the prospect as you determine them by reading his letter of inquiry. It may include a sentence or two, or one or two short paragraphs of description and explanation; of proof, perhaps, in the form of a statement, "Marshall Field & Co. have equipped their store with these fixtures." Likewise, persuasion, inducement, and the clincher have a place in the "bid."

But in introducing these last three elements, remember that the prospect is already at least partly in agreement with you. You do not have to emphasize so vigorously the necessity for immediate action as you would were your selling task more difficult. Barring idle curiosity, he is beyond this point. Your aim therefore is to confirm, rather than to awaken, belief. Confidently take the attitude that the prospect's good judgment has led him to make the inquiry and that the selfsame good judgment will lead him to buy as soon as he has full information upon which to base a decision. If your first letter does not bring his order, you may in subsequent letters give more insistent emphasis to the elements of persuasion, inducement, and clincher, bearing in mind always that it never pays to give the impression that you are trying too hard

to make the sale, for undue effort on your part gives the prospect a feel ing that the battle is going against you.

It may be that your first letter in answer to an inquiry informs the prospect that a salesman will call upon him in person. If this is the case, a letter similar to the following will be written:

Dear Sir:

It is a pleasure to learn from your inquiry of September 10 that you are interested in obtaining a broad knowledge of business practice. The demand for well-trained executives, for men highly trained in not one but all branches of business, is greater today than ever before. Your inquiry therefore is particularly timely.

We are enclosing "Winning Your Way in Business," with our compliments. Turn to page 10 and you will readily see the opportunity open to our graduates, as outlined by some of the best known business executives in the country.

No doubt you want to know exactly how the course can be applied to your individual needs. We have therefore asked Mr. R. A. Sanderson, who is in charge of our Dallas office, to get in touch with you at once. He can give you this information in person much better than we can by correspondence.

You may be sure that Mr. Sanderson will cooperate with you in every way.

The following two letters are in answer to an inquiry that may lead to an order. In each case, the aim of the letter is to put the prospect in touch with the dealer:

Dear Sir:

The experience of over 60,000 satisfied owners is the best assurance you can have in your selection of a Hudson Super-Six. It means more than any claims we might make.

There are particulars of course about the Hudson Super-Six that you will want to know, details about the beauty and completeness of the several different body models. We have referred your letter to our nearest dealer, and inclose a card of introduction. We want you to have an opportunity to examine the new Hudsons their charm of line and appointment.