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 describe the
mechanics of the letter
Author: Alan Sharpe
Target Audience: General managers of auto dealerships
Mailer: Sharpe AutoCards [a fictional company for the purposes
of this sample letter]
Purpose: Generate appointments for salespeople
[MAILING ENVELOPE]
[Is 5 x 9 inches in dimension and has a window, 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, General 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 amazing little card off the paper.
It’s made of plastic. It costs you $2 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.
Consider your revenue goals for the next quarter. Do you need to
increase your new and used vehicle sales? Boost your parts &
service department revenue? Multiply your accessories department
revenue? Retain 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 program that
generates revenue 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
across the back? It stores information about the card’s dollar
value and each transaction.
You hand cards like this to everyone whose business 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 manage the program using a simple 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
system and operating it for one year is less than $2 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 service department revenue and repeat business
3. Multiply your accessories department revenue
4. Retain customers for years after the sale
5. Attract potential customers and increase traffic in your
showroom
6. Increase referral business
7. Increase revenue on the back end
8. Promote brand awareness of your dealership
The Sharpe AutoCards system is up to five times less expensive
than competing offerings. Plus, you pay no transaction fees and
you don’t have to buy any annual 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 holding in your hand has been pre-loaded
with $10 worth of coffee and donuts. Get a first-hand
demonstration of how the card works by inviting 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 business 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
© 2005 Sharpe Copy Inc. You may reprint this article online and
in print provided the links remain live and the content remains
unaltered (including the "About the author" message).
More Information:Alan Sharpe is a professional fundraising letter writer, instructor, coach, author and newsletter publisher who helps non-profit organizations to raise funds, build relationships and retain loyal donors using cost-effective, compelling, creative fundraising letters. Sign up for free weekly tips like this at
http://www.RaiserSharpe.com/ 
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