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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 prompt you to save the PDF file to your computer. After that, you can open the file, edit, save changes, and print. See this guide to PDF documents if you need help working with this type of file.

Sample Sales Letter to a Prospect

When you're prospecting for new customers, it's advisable to initiate business communication through a letter. It's a great strategy for establishing initial contact with potential buyers. By sending a letter before you phone the prospect to set an appointment, you may find that potential customers are more open to hearing from you.

This type of letter should:

  • Capture the reader's interest
  • Emphasize the reader's needs
  • Pose your products or services as a solution to those needs
  • Introduce who you are so they'll recognize your name when you call
  • Set a timeframe within which you will phone or otherwise make contact
  • Provide a way for the reader to reach you

Sending this type of letter before phoning prospects can help to set you up for success. Prospects who read the letter will already have an idea of how you may be able to address their needs before they hear your voice, and so may welcome your call rather than viewing it as a cold call.

Sample Sales Letter for a New Product or Service

When your company is introducing a new product or service, it is a good idea to send a persuasive sales letter to targeted customers and 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!

Persuasive Sales Promotion Sample Letter

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.

Letter to Introduce a New Account Representative

In situations where clients have personal relationships with their sales representatives, it's considered good customer service to send a letter of introduction when the person assigned to a customer's account changes. This type of letter should come from the new representative as it represents the first step toward establishing 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 scheduling a meeting or call with the customer
  • 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 have been pre-formatted and set up so they can easily be customized for 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