After you have explained your proposition, described your goods and pointed out to the prospect how it is to his advantage to possess these goods, the time has come to make him an offer.
One of the pathetic sins of business letter writers is to work in the price too early in the letter--before the prospect is interested in the proposition. The clever salesman always endeavors to work up one"s interest to the highest possible pitch before price is mentioned at all. Many solicitors consider it so essential to keep the price in the background until near the end of the canva.s.s that they artfully dodge the question, "What is the cost?", until they think the prospect is sufficiently interested not to "shy" when the figure is mentioned.
A letter from a company seeking to interest agents starts out awkwardly with a long paragraph:
"We will be pleased to have you act as our salesman. We need a representative in your city. We know you will make a success."
Then follows a second paragraph giving the selling price of a "complete outfit" although there has not been a line in the letter to warm up the reader, to interest him in the proposition, to point out how he can make money and show him where he will benefit by handling this particular line.
After this poor beginning the letter goes on with its explanation and argument, but the message is lost--a message that might have borne fruit had the writer repressed his own selfish motives and pointed out how the reader would gain. There is then plenty of time to refer to the cost of the outfit.
A letter from a manufacturing concern selling direct to the consumer starts out in this kill-interest fashion:
"Did you get our circular describing the merits of our celebrated Wonderdown Mattresses which cost, full size, $10 each?"
An experienced correspondent would never commit such a blunder for he would not bring in the price until near the end of the letter; or, more likely, the dollar mark would not appear in the letter at all. It would be shown only in an enclosure--folder, circular, catalogue or price list. So important is this point that many schemes have been devised for keeping the cost in the back-ground and this is one of the princ.i.p.al reasons why many concerns are emphasizing more and more the free trial and selling on instalments.
One manufacturing company makes a talking point out of the fact that the only condition on which it will sell a machine is to put it in a plant for a sixty-day trial; then if it is found satisfactory the purchaser has his option of different methods of payments: a discount for all cash or monthly instalments.
There are many propositions successfully handled by gradually working up interest to the point where price can be brought in, then leading quickly to the inducement and the clincher. In such a letter the price could not be ignored very well and the effect is lost unless it is brought in at the proper place, directly following the argument.
Like all rules, there are exceptions to this. Sometimes where the reader is familiar with the proposition it may be a good policy to catch his attention by a special price offer at the very beginning of the letter. This is frequently done in follow-up letters where it is reasonably certain that the preceding correspondence has practically exhausted explanation, description and arguments. The problem here is different and a special price may be the strongest talking point.
Then, of course, there are letters that are intended merely to arouse the interest of the reader and induce him to write for prices and further information. The purpose here is to stimulate the interest and induce the recipient to send in particulars regarding his needs and ask for terms. After a man"s interest has been this far stimulated it is comparatively easy to quote prices without frightening him away.
But in the majority of sales letters an offer must be made, for price, after all, is the one thing that is, to the reader, of first importance. Most men want to know all about a proposition without the bother of further correspondence and so a specific offer should usually follow the arguments.
How To Bring The _Letter_ To A CLOSE
PART II--HOW TO WRITE THE LETTER--CHAPTER 7
GETTING ATTENTION, _explaining a proposition and presenting arguments and proofs are essentials in every letter, but they merely lead up to the vital part_--GETTING ACTION. _They must be closely followed by_ PERSUASION, INDUCEMENT _and a_ CLINCHER. _The well written letter works up to a climax and the order should be secured while interest is at its height. Many correspondents stumble when they come to the close. This chapter shows how to make a get-away-- how to hook the order, or if the order is not secured--how to leave the way open to come back with a follow-up_
Nothing will take the place of arguments and logical reasons in selling an article or a service. But most salesmen will bear out the statement that few orders would be taken unless persuasion and inducement are brought into play to get the prospect"s name onto the dotted line. Persuasion alone sells few goods outside of the church fair but it helps out the arguments and proofs. The collector"s troubles come mainly from sales that are made by persuasion, for the majority of men who are convinced by sound arguments and logical reasons to purchase a machine or a line of goods carry out their part of the bargain if they can.
There are a good many correspondents who are clever enough in presenting their proposition, but display a most limited knowledge of human nature in using persuasions that rubs the prospect the wrong way.
"Why will you let a few dollars stand between you and success? Why waste your time, wearing yourself out working for others? Why don"t you throw off the conditions which bind you down to a small income?
Why don"t you shake off the shackles? Why don"t you rise to the opportunity that is now presented to you?"
Such a letter is an insult to anyone who receives it, for it really tells him that he is a "mutt" and does not know it. Compare the preceding paragraph with this forceful appeal:
"Remember, the men now in positions you covet did not tumble into them by accident. At one time they had nothing more to guide them than an opportunity exactly like this one. Someone pointed out to them the possibilities and they took the chance and gradually attained their present success. Have you the courage to make the start, grasp an opportunity, work out your destiny in this same way?"
This is persuasion by pointing out what others have done.
It is the persuasion of example; an appeal that is dignified and inspirational.
And here, as in all other parts of the letter, there is the tendency to make the appeal from the selfish standpoint--the profits that will accrue to the writer:
"We strongly advise that you get a piece of this land at once. It is bound to increase in value. You can"t lose. Won"t you cast your lot with us now? It is your last opportunity to get a piece of this valuable land at this extremely low price. Take our word for it and make your decision now before it is too late."
A manufacturer of folding machines got away from this att.i.tude and cleverly combined persuasion and inducement in an offer made to newspaper publishers during the month of October:
"You want to try this folder thoroughly before you buy it and no better test can be given than during the holiday season when heavy advertising necessitates large editions. Now, if you will put in one of these folders right away and use it every week, we will extend our usual sixty-day terms to January 15th. This will enable you to test it out thoroughly and, furthermore, you will not have to make the first payment until you have opportunity to make collections for the December advertising. This proposition must be accepted before Oct. 31st."
Such an inducement is timely and doubly effective on this account.
The appeal reaches the newspaper man at the season of the year when he is busiest; just the time when he most needs a folder, and the manufacturer provides for the first payment at the time of year when the average publisher has the largest bank account.
Occasionally the most effective persuasion is a ginger talk, a regular "Come on, boys," letter that furnishes the dynamic force necessary to get some men started:
"There is no better time to start in this business than right now.
People always spend money freely just before the holidays--get in the game and get your share of this loose coin. Remember, we ship the day the order comes in. Send us your order this afternoon and the goods will be at your door day after tomorrow. You can have several hundred dollars in the bank by this time next week. Why not?
All you need to do is to make the decision now.
"Unless you are blind or pretty well crippled up, you needn"t expect that people will come around and drop good money into your hat. But they will loosen up if you go out after them with a good proposition such as this--and provided you get to them before the other fellow.
The whole thing is to get started. Get in motion! Get busy! If you don"t want to take time to write, telegraph at our expense. It doesn"t make much difference how you start, the thing is to start.
Are you with us?"
Now, there really is nothing in these two paragraphs except a little ginger, and a good deal of slang, but this may prove the most effective stimulant to a man"s energy, the kind of persuasion to get him in motion.
One thing to be constantly guarded against is exaggeration--"laying it on too thick." Concerns selling goods on the instalment basis through agents who are paid on commission, find their hardest problem is to collect money where the proposition was painted in too glowing colors. The representative, thinking only of his commission on the sale, puts the proposition too strong, makes the inducement so alluring that the goods do not measure up to the salesman"s claims.