Cover Letter: Business Sales Correspondence For Information Kit

Ever order a kit and it arrives with no instructions? There is not even a “thank you” letter, even though you may have just spent a lot of good, hard earned money and/or time getting psyched up to ask for the kit. Not even directions on how to proceed with the contents of your package. Nothing.

Well forget that. When you send out an informational kit to a customer, include a letter to help guide and instruct the recipient about the use of your contents and improve your customer satisfaction.

Why? What do satisfied customers do?

They order from you - - again and again. And they send their friends! And they don't ask for refunds!

In the words of the wise:

Information is a negotiator's greatest weapon.

- Victor Kiam (1926 - 2001) US businessman in The Ultimate Success Quotations Library, 1997.

So let's go over the basics of what to include in your Information Letter:

1. Greeting: targeted to sales kit

Announce your kit with an excited greeting. This person has just spent money and / or a lot of time and energy learning about your kit and getting psyched up to order it. The kit is something that is FANTASTIC!

This kit is going to change their life. They are ECSTATIC! So share their enthusiasm. Say something like:

Congratulations, Bill! Here is that Marketing Basics Tools Kit you've been waiting for that will jump-start your sales!

2. Point out problems and solutions in relation to your sales materials

The get to the point and remind them why they ordered. Why? Their spouse and/or boss may be nearby and ask what in the world they ordered at 4 AM and why? Too many bills may have arrived since the original order was placed, and the office manager said cuts were needed somewhere…

The point is DON”T give customers an opportunity to immediately go to your Satisfaction Guarantee and return the entire kit on a whim because what inspired the purchase or trial a week or so ago, may no longer be present in their minds today.

Be specific. Remind your customers about how during these economically challenged times this kit will increase their sales on average of 30% - 50%. Remind clients that they will no longer be without a website. Tell them that they will learn how to create and maintain their own online marketing site from now on and save hundreds and thousands of dollars a month.

3. Support with testimonials

While you're at it, go ahead and remind them with testimonials. Let other people SHARE their success stories. People like to know that others are successful and success inspires them to try to achieve similar results. Without this belief, doubt can spring up and less effort might be put forth. Results: your kit might not produce “Satisfactory” results and customers might ask for their money to be returned.

Build a firm base or foundation so that you definitely have your customer HOOKED on their new kit and BELIEVE in it.

4. Call to action: specific, detailed close

Tell the customer step by step exactly how to use your kit. The recipient WANTS to follow instructions so give some. Say something like, “Listen to cassettes A through H first and then watch your CD before attempting to create your own website.”

5. Thank you for opportunity to be of service

Remember to thank the customer for their purchase or request for information. Let them know who to contact for help (phone number, email address, mailing address, etc.) and remind the recipient of the Guarantee and how to go about returning the contents.

6. We welcome your future comments/feedback as well as referrals

Ask for testimony to use with your next promotional campaign and go for referrals.

7. Note contents list (sample, return card, etc.) in case item(s) missing or damaged & customer service info.

At the bottom of the letter, note the contents of the kit for quick referral so that the recipient can quickly make sure all items are present. A missing item can spoil the package and make the kit worthless, frustrating the customer. And include a phone number for quick calling in case something does need replaced. It happens.

Remember:

Education is knowing where to go to find out what you need to know; and it's knowing how to use the information you get.

- William Feather (1889 - 1981) US author, publisher in "The Speaker's Electronic Reference Collection," AApex Software, 1994.

Educate your customer with your letter so that they do get the information they want out of your kit! Don't leave it to chance.

Brian Maroevich