Here is an example of a business-to-business sales letter mailed to auto dealers by a firm that markets gift cards that replace paper gift certificates. Anything in brackets [like this] did not appear in
letter but simply appears to describe mechanics of letter Author: Alan Sharpe
Target audience: General managers of auto dealerships
Mailer: Sharpe AutoCards [a fictional company for purposes of this sample letter]
Purpose: Generate appointments for salespeople
[MAILING ENVELOPE]
[Is 5 x 9 inches in dimension and has a window, through which appears a portion of a gift card, personalized with prospect’s name. The envelope has a teaser headline: Inside: A win-win-lose proposition for your auto dealership.]
[LETTER]
[Is 8 1/2 x 11 inches, copy on both sides]
December 27, 2007
Brad Carling, General Manager
Tri-City Chev-Olds
123 Any Street
Anytown OH 12345-9163
[Right here, beneath prospect’s name, is affixed to letter a sample auto gift card, personalized with prospect’s name, and this headline: As you can see, this card has success written all over it.]
Dear Mr. Carling:
Go ahead, pull this amazing little card off paper.
It’s made of plastic. It costs you $2 to buy. But it’s worth price of a new car, sold off your lot. This card is worth lifetime value of a loyal customer. In sales, service, parts, accessories and referrals. And goodwill. And free word-of-mouth advertising.
Hold it in you hand for a minute, and think of your competition. Consider your revenue goals for next quarter. Do you need to increase your new and used vehicle sales? Boost your parts & service department revenue? Multiply your accessories department revenue? Retain customers after their warranty runs out?
This card will help. Big time. It’s a vital part of Sharpe AutoCards, a custom-branded loyalty and gift card program that generates revenue for your dealership. But first, how it works.
Take a look at front of your card. As you can see, you customize card to match your dealership’s brand image and visual identity. Now turn it over. See that magnetic stripe across back? It stores information about card’s dollar value and each transaction.
You hand cards like this to everyone whose business you want to attract and whose loyalty you must keep. Walk ins. Be Backs. Looky-Lous. Current customers. Even former customers. They all use card to buy products and services at your auto dealership only.
