Here is an example of a business-to-business sales letter mailed to auto dealers by a firm that markets gift cards that replace paper gift certificates. Anything in brackets [like this] did not appear in the letter but simply appears to delineate the mechanics of the letter
Author: Alan Sharpe
Custom Stickers
Target audience: normal managers of auto dealerships
Mailer: Sharpe AutoCards [a fictional firm for the purposes of this sample letter]
Purpose: generate appointments for salespeople
[Mailing Envelope]
[Is 5 x 9 inches in size and has a window, straight through which appears a portion of a gift card, personalized with the prospect's name. The envelope has a teaser headline: Inside: A win-win-lose proposition for your auto dealership.]
[Letter]
[Is 8 1/2 x 11 inches, copy on both sides]
December 27, 2007
Brad Carling, normal Manager
Tri-City Chev-Olds
123 Any Street
Anytown Oh 12345-9163
[Right here, beneath the prospect's name, is affixed to the letter a sample auto gift card, personalized with the prospect's name, and this headline: As you can see, this card has success written all over it.]
Dear Mr. Carling:
Go ahead, pull this wonderful itsybitsy card off the paper.
It's made of plastic. It costs you to buy. But it's worth the price of a new car, sold off your lot.
This card is worth the lifetime value of a loyal customer. In sales, service, parts, accessories and referrals. And goodwill. And free word-of-mouth advertising.
Hold it in you hand for a minute, and think of your competition. Reconsider your income goals for the next quarter. Do you need to increase your new and used car sales? Boost your parts & assistance department revenue? Multiply your accessories department revenue? support customers after their warranty runs out?
This card will help. Big time. It's a vital part of Sharpe AutoCards, a custom-branded loyalty and gift card agenda that generates income for your dealership. But first, how it works.
Take a look at the front of your card. As you can see, you customize the card to match your dealership's brand image and visual identity. Now turn it over. See that magnetic stripe over the back? It market information about the card's dollar value and each transaction.
You hand cards like this to everyone whose firm you want to attract and whose loyalty you must keep. Walk ins. Be Backs. Looky-Lous. Current customers. Even former customers. They all use the card to buy products and services at your auto dealership only.
You conduct the agenda using a easy card reader hooked to a personal computer at your dealership running our software. For an average auto dealership, the start-up cost of buying the theory and operating it for one year is less than per car sold that year.
That's what the card does. Here's what it does for you.
Please read the brochure I've enclosed for the compelling specifics. You use the Sharpe AutoCards card to:
1. Close more sales by beating competitors' discounts
2. Boost your assistance department income and repeat business
3. Multiply your accessories department revenue
4. support customers for years after the sale
5. Attract possible customers and increase traffic in your showroom
6. increase referral business
7. increase income on the back end
8. Promote brand awareness of your dealership
The Sharpe AutoCards theory is up to five times less high-priced than competitive offerings. Plus, you pay no transaction fees and you don't have to buy any each year maintenance contracts. I call that a win-win-lose proposition for you, your customers and your competitors.
Use your card today to receive free coffee and donuts for four.
The gift card you are retention in your hand has been pre-loaded with worth of coffee and donuts. Get a first-hand demonstration of how the card works by animated me to your showroom for a complimentary consultation about the Sharpe AutoCards system. Hand me your gift card, I'll swipe it, process your transaction, and hand over your free coffee and donuts. Like the gift cards you'll use one day, this one can only be redeemed at the place of firm on the card, which is to say, Tri-City Chev-Olds.
When is a good time for us to get together for coffee and a chat at your showroom? Call me at 123 456-7891 today and let's set up an appointment.
Yours sincerely,
[signature in blue ink]
Brad K Phillips, Director, Sales
Sharpe AutoCards
Free Sample Sales Letter: Example of How to Write a Persuasive enterprise Marketing Letter