sales letters推銷(xiāo)信PPT課件

1、.,Sales Letters,.,2,In this module, you are expected,Objectives,to know the content and highlight the selling points included in a sales letter;,to write a satisfactory sales letter with correct layout, complete contents and attractive unique selling points.,.,3,Among the propaganda campaign activit

2、ies of the new round promotion for latest winter clothing, a sales letter to potential customers is an effective and least expensive way. Qiu Xiaoyun was demanded to compose a sales letter to the retailer to promote the latest winter clothing and she felt something improper and awkward about her fir

3、st draft. So help her to revise and improve the following version to a successful sales letter.,.,4,Dear Sirs, Zhejiang Sunshine Cashmere Co. Ltd. is a modern cashmere garment company. Our company has become a professional cashmere producer in the high competitive cashmere garments markets. Our comp

4、anys policy is “To build a bright tomorrow with top quality”. We are strong at designing and developing. We have a valuable experts team engaging in designing the most fashionable colors and styles. Also we have very strict quality control system supervising all over the production lines. Our styles

5、 include T-shirt, pullover, outwear, underwear, skirt set, pants set, scarf and shawl etc. in pure cashmere and in mulberry silk and other pure natural super material as well.,.,5,Its simple but noble, calm and confident style of our latest winter clothing stands for the best choice of those consume

6、rs who have good cultivation and fashion taste. We sincerely invite interested parties to contact us for further information and to fulfill any of your cashmere products needs. Yours Sincerely, Qiu Xiaoyun Secretary of General Manager,.,6,Necessary Knowledge,Format Contents Language Tips for writing

7、,.,7,Your name Address Date Mr. (or Ms.) _ (if you have a contact name) Company name Address of the company Dear Mr. (or Ms.) _, Body Sincerely, Signature Typed name Enclosures documents you have enclosed , if any,.,8,getting attention with a question, or statement to create suspense,arousing intere

8、st with the advantage of your product or service,proving benefits of the product or service,motivating action of placing an order,.,9,Contents,Para I - Getting attention with a question, or statement to create suspense Para II - Arousing interest with the advantage of your product or service Para II

9、I - Proving benefits of the product or service Para IV - Motivating action of placing an order,.,10,Reference Expressions,Reference Expressions,.,11,Vocabulary Development,Product promotion,.,12,Vocabulary Development,Service promotion,13,Sample Sentences,We have been exporting various electric appl

10、iances for many years and have enjoyed good reputation among our customers. Why not enjoy the colorful spring by joining our tourist group after a busy winter? Would you be interested in a car which runs on neither conventional gas nor electric power? Would you like to reduce your rising domestic fu

11、el costs? Wouldnt it be magic to. Name your favorite Granny cookie and win a $30 gift certificate!,Getting attention,.,14,Sample Sentences,Act now and get a $50 rebate! We at VoiceTech would like to offer you a new product that would help you improve your work efficiency. Mercury 808 digital telepho

12、ne is a high performance instrument for an easily affordable price. Our products are being retailed in leading department stores throughout Europe. Our products appeal to a wide age-group.,Getting attention,.,15,Sample Sentences,Dread cleaning up the dirty windows of your house? We will do it for yo

13、u at a price you cant afford to pass up! How to become a Citizen of the World without leaving the comfort of your home? Well make it possible for you! Unlike other products, our product is superior in terms of performance, physical features and etc.,Arousing interest,.,16,Sample Sentences,A discount

14、 of 2% on the total value will be granted if you could make payment within 15 days of delivery. They are 20% lower in cost compared with our precious ones and other competitors. I am certain that you will be interested in our new toothpaste.,Arousing interest,.,17,Sample Sentences,The large memory o

15、f our handheld PC will allow you to run the latest, most sophisticated software. No more need for a separate fax machine. Our high-speed modem provides hassle-free online access. With our DX200 Digital Phone, youll get the whole world at your fingertips! To celebrate the opening of our new store, we

16、ll take 10% off any item you purchase before May 31.,Proving benefits,.,18,Sample Sentences,Well offer you a limited number to be sold at 15% below list prices. On these sales we shall allow you a special discount of 10%. You will receive a special discount of 15%, an offer to be maintained until Ma

17、y 31./ this offer is good through May 31.,Proving benefits,.,19,Sample Sentences,To take advantage of this special offer, CALL NOW! To order, call today 1-800-000-0000. Go ahead and win a most stylish Eleganza Watch of your choice! Hurry! The contest ends May 31. Act now! This offer ends May 31. Thi

18、s offer ends May 31 and will not be repeated.,Motivating action,.,20,Sample Sentences,If you are not completely satisfied, return to us with no obligation. You pay nothing unless you are totally satisfied. No questions asked. simply return the product within 30 days and we will refund your money in

19、full. Try this product for 15 days. Then go back to your old We guarantee you wont want to go back. Fill in the enclosed order from and return it with a check, we will effect the shipment immediately upon the receipt of your order.,Motivating action,.,21,Tips for writing,Analyze the reader Identify

20、and limit your audience Find out exactly what the needs of this group are Determine precisely what you want your readers to do after reading your letter. Know the product or service,.,22,Emphasize benefits The most off-putting words is I but the most effective one is You I can train your service rep

21、s in the latest satisfaction techniques Your customer complaint ratio will drop by training your reps in the latest customer satisfaction techniques Understate the price, unless it is an obvious bargain Enclose more details,.,23,Dear Sirs, Zhejiang Sunshine Cashmere Co. Ltd. is a modern cashmere gar

22、ment company. Our company has become a professional cashmere producer in the high competitive cashmere garments markets. Our companys policy is “To build a bright tomorrow with top quality”. We are strong at designing and developing. We have a valuable experts team engaging in designing the most fas

23、hionable colors and styles. Also we have very strict quality control system supervising all over the production lines. Our styles include T-shirt, pullover, outwear, underwear, skirt set, pants set, scarf and shawl etc. in pure cashmere and in mulberry silk and other pure natural super material as w

24、ell.,.,24,Its simple but noble, calm and confident style of our latest winter clothing stands for the best choice of those consumers who have good cultivation and fashion taste. We sincerely invite interested parties to contact us for further information and to fulfill any of your cashmere products

25、needs. Yours Sincerely, Qiu Xiaoyun Secretary of General Manager,.,25,What are the basic contents included in a sales letter?,What is the appropriate tone applied in a sales letter?,Could you sum up some tips to attract the potential customers attention when designing and writing the letter?,Notes:,

26、What is the function of a sales letter?,Is there any problem in this sales letter?,.,26,Is there any problem in this sales letter? Didnt follow the principle of a sales letter Lacked the key selling points (more like a company/product introduction than a sales letter) Be incomplete in getting attent

27、ion and arousing interests in the beginning and persuading action in the end Be too plain and general in the tone (a sales letter should be persuasive and personal),.,27,2. What is the function of a sales letter? to expand business, to persuade the potential customer to buy what the sellers are able

28、 to supply (goods or service),.,28,3. What are the basic contents included in a sales letter? IDPA formula: interest, description, proof and action Arouse the readers interest make a good description offer proof or benefits to be able to provide using the recommended products or service persuade or

29、motivate customers to take action with provided access,.,29,4. What is the appropriate tone applied in a sales letter? Be polite, personal and considerate Adopt you-attitude Try to create an atmosphere of intimate personal relationship Get your readers feel you are in their shoes,.,30,5. Could you s

30、um up some tips to attract the potential customers attention when designing and writing a sales letter? Be greatly characteristic and attractive Be short, simple and easy to understand, direct and practical in describing the products and proofs. Be good designed in appearance with a new style and do

31、nt ignore the letterhead.,.,31,Zhejiang Sunshine Cashmere Co., Ltd. No.25 Kangtai Road Huzhou，Zhejiang Province, China Tel: 86-572-3177777 Fax: 86-572-3177888 Dear Sirs, Charm Defined by You! Do you want to take a business opportunity in this winter? With our Sunshine latest season multi-color cashm

32、ere clothing, give you or your honored customers a reserved luxurious charm in this warm winter!,Arouse readers interests,.,32,We are pleased to introduce our new seasonal cashmere clothing products and feel sure you will find interested about them. As a professional cashmere producer in the high co

33、mpetitive cashmere garments markets, we are strong at designing and developing the most fashionable colors and styles. The winter clothing series include T-shirt, pullover, outwear, underwear, skirt set, pants set, scarf and shawl etc. in pure cashmere and in mulberry silk and other pure natural sup

34、er material as well. Its simple but noble, calm and confident style is the best choice of those consumers who have good cultivation and fashion taste. The demand for it is skyrocketing in both domestic and foreign markets.,Offer the product description,.,33,Owing to the high quality, simple designs and delicate details of our products, we are convinced that they will be we