Free Sample Sales Letters

Mary Gormandy White
Businesswoman reading a letter

The free sample letters provided here can be easily customized for situations where it may be appropriate to send a sales letter. Simply click the image of the document that best meets your needs. It will open as a PDF file that you can edit, save and print. See this guide to PDF documents if you need help working with this type of file.

Announcing a New Product or Service

When your company is introducing a new product or service, it is a good idea to send a sales letter to targeted prospects. This can be an effective way to spread the word about your new offering and generate interest among potential buyers.

This type of letter should:

  • Address how the new product or service will address a particular customer need
  • Provide a brief overview of the features and benefits
  • Express an interest in discussing the offering further
  • Specify a call-to-action request (such as calling to learn more or visiting a specific website)
  • Provide contact information

It is prudent to send a letter before you make phone calls to pitch the product or schedule face-to-face meetings. This way, prospective buyers will have a frame of reference for what it is that you're hoping to sell - and may already be in the right frame of mind to learn more. If you're lucky, the letter might be so appealing that people who are really interested might be proactive in calling you first!

Promoting a Special Offer

You don't have to wait to have a completely new product or service before you send out a sales letter. It's also advisable to communicate with customers and prospects in writing about any special offers you may have.

This type of letter should:

  • Emphasize the limited time nature of the special offer
  • Give the "big picture" benefit of the special offer (significant savings, availability to only a select group, promotional bonus, etc.)
  • Clarify specific potential savings associated with the offer
  • Express a sense of urgency
  • Link making a purchase decision to fulfilling a need while also saving money or getting something extra
  • Multiple options for making an immediate purchase decision

Sending this kind of letter is a great way to provide a concrete incentive to buy within a specified timeframe. Here again, it's a best practice to send a sales letter in advance of making phone calls to potential buyers to pitch the special offer.

Introducing a New Account Representative

In situations where clients have personal relationships with their sales representatives, it's advisable to send a letter of introduction when the person assigned to their account changes. This type of letter should come from the new representative as it represents the first step toward establishing positive rapport.

This type of letter should:

  • Express that the new representative is enthusiastic about establishing a relationship with the client
  • Present the perspective that the representative looks at the situation as an "opportunity" rather than as an assignment
  • Reassure the customer that the new person is concerned with meeting client needs, not just making sales
  • Stay focused on what the representative can do for the client (as opposed to asking the client to help the representative in his or her new role)
  • Express interest in meeting with the customer in person without insisting on doing so
  • Offer alternatives for direct communication (such as a phone call or online video chat)
  • Set an expectation that the new representative will reach out to the customer within a fairly short time frame
  • Encourage the customer to reach out with any questions in the meantime
  • Provide the new representative's contact information
  • Enclose the business car of the new sales representative

This is an example of how sales letters can be used as an effective customer relationship management strategy.

Part of an Overall Sales Strategy

Sending out sales letters is only one part of an overall sales strategy, but it's an important one. When you have a series of great sales letters that you can easily customize for the various situations, you'll have a head start on the process of communicating with customers - an important first step toward maximizing sales success!

Free Sample Sales Letters