| This brings to mind two other thoughts. First, the average person does not receive
training in business writing in school. (Most schools teach academic or creative
writing.)
Second, the amount of paper crossing a
person's desk has increased 600 % in the past ten years.
Therefore, everything your staff writes
goes into a competition-a competition for the reader's attention that involves all the
other reading material received that day.
Accept this as a challenge and rise to
the occasion. If your staff can produce clear, concise documents that advance the sales
cycle, they will shine and your organization will come out a winner.
Selling in writing is not much
different from selling face-to-face. You have to show you understand your
customer and his concerns. And then explain how you can help him solve his problems and
reach his goals.
Omit irrelevant information that may
confuse the reader. Figure out what he wants to know and what he needs to know and then
tell him-in simple language. Don't use a lot of space glorifying your company. The
customer is more interested in how you can help him.
To close your letter ask for a specific
action leading towards the next step in the selling cycle.
And remember-a good letter is a less
expensive way of calling on your customers again and again, reminding them of you and your
products.
About Jane
©2002, Jane Watson is dedicated to
advancing business communications. She is a consultant, author, keynoter and trainer and
can be reached at jane@jwatsonassociates.com or (905) 820-9909. |
