Sales Letter

The tone of a sales letter is persuasive. Here are a few guidelines:

* Arrest attention through an attractive opening.
* Arouse interest in your product.
* Present reader benefit information.
* Induce him to take action.
* Close with a clincher sentence.

A specimen follows:
Dear Sir,

Winter is round the corner. And you must be thinking how to keep your office warm so that the
work can go on efficiently. We have an answer to your problem. Keeping in view your needs we have
produced room heaters of different capacities. The enclosed pamphlet gives their detailed
specifications. Just fill in the card sent herewith and mail. Our man will then call on you and give a
plan for the location of room heaters so that your entire remains warm and comfortable. This
technical advice is provided free. And we may add that each room heater is guaranteed for five years
against all manufacturing defects.
If you place your order before 30 November, a special discount of 20 per cent will be given.
Here is a unique opportunity and we trust you would make use of it.
Yours faithfully,
Ram Dhige Sales Manager

Enclosures: Two

Claim Letters
A claim letter (also called complaint letter) is written to get the mistakes made or the wrongs done
rectified. A few helpful hints to draft such a letter are given below:
* Explain clearly what has gone wrong, giving data where necessary. For example, if you have
received a defective product, mention its model number, the name and address of the shop from
where you bought it, a brief description of the defect, etc. Enclose a copy of the cash memo and
refer to the previous correspondence, if any.
* Appeal to the company's sense of fair play and to its reputation to motivate prompt action.
* Specify clearly what adjustment you would consider fair.
* Address the letter to a senior officer of the organisation.

A specimen follows:
Dear Sir,
We bought five Everest refrigerators KL24791 of 165 litres each for our office, from an authorised
dealer Messrs Chagan Das and Company, in May 1989. After about a month all the five refrigerators
stopped working. When we brought this to the notice of the dealer he got them checked after
several reminders and reported that the compressors had burnt out beyond repair. Since they carry
a guarantee of five years, we asked him to replace the compressors. To this day he has not taken any
action despite repeated reminders.
Your company enjoys a good reputation and we were therefore surprised when all the compressors
went Out of order. Several of our sister organisations had given very good reports about this model
and in fact this motivated us to go in for your product.
We believe you would be as prompt in getting the compressors replaced as you had been in
supplying them through the local dealer. I trust you would take action quickly and inform us what
you propose to do. Copies of the complaint letters and the cash memo are enclosed.

Yours faithfully,
Office Manager

Encl: As above

Adjustment Letter

When you receive a complaint or a claim letter, keep your cool. Never send the reply in a moment of
excitement or anger. Even a short time-gap is enough to restore one to one's usual self. An
adjustment letter that you write then would have the desired effect. Keep the following in mind
when writing such a letter:
* Convey good news first, the adjustment you are offering or the action you are taking.
* Explain why things went wrong, if the situation warrants.
* Give additional information for the same product or send new sales material about any other
product of yours in which the customer might feel interested.
* Close the letter, emphasising the action that you want your customer to take.
* Address your letter to the claimant by name.
A specimen adjustment letter in reply to the claim letter given above follows:

Dear Shri

Thank you very much for your letter No. PD/3259, dated 19 December, 1989. Our Assistant
Maintenance Engineer Mr, R.Z. Ansari would call on you at 10 a.m. on Thursday 28 December with 5
new compressors replace the ones that have burnt out.
It appears that the compressors were damaged during transit. We have therefore given detailed
instructions to our packaging department about safer packaging. We are sorry for the inconvenience
caused to you because of the negligence of our authorised dealer in your town.
Incidentally, you would be glad to know that we have started production of mini-size (65 litres
capacity) refrigerators in seven different colours which could match the decor of an executive's
office. The enclosed brochure gives details. Mr. Ansari would be happy to give any further
information about them, should you so desire.
We would be grateful if you confirm quickly that you would be available on 28 December. If you
have to be away, kindly leave instructions with your secretary to act as a contact for our
representative.
With kind regards,

Yours sincerely,
Sales Manager

Collection Letter
In the world of business many transactions take place on credit and you would come across people
who delay the payment despite good intentions. A collection letter is written to persuade them to
make the payment. In reminding them about the payment use utmost tact. Remember, your
purpose is to get the amount due and also to maintain the business link. People feel irritated when
they are reminded to pay. You should not, therefore, ask for the payment in a straightforward
manner. Here is an example.

Dear Sir,
As our annual account would be closing on 31 December 1989, we are preparing an income and
expenditure statement of the firm. We find that a bill for Rs. 9427.70 is outstanding against your
company, We believe that the bill is being processed and that you would be sending the cheque
soon.
We would be grateful if you kindly indicate the date by which we may expect to receive the
payment. A self-addressed envelope is enclosed for your convenience.

Yours faithfully,
Purchase Manager

Enquiry Letter

A letter of 'enquiry' is written to seek information from other organisations. It may deal with a
simple matter such as the availability of a book with a publisher or with a matter of wider dimen-
sions such as the rates of supply for a large number of goods. Enquiry letter should be drafted
keeping the following points in view:
* Indicate the nature of enquiry at the beginning.
* State reasons for the enquiry.
* Clearly state what information you are seeking.
* Close with a statement which would elicit quick response.
A specimen is given below.

Dear Sir,
We are setting up a branch office of our company at Jaipur. We are interested in furnishing it with
good quality furniture. We understand that you have specialised in producing office furniture. We
would like to know whether the following items are readily available and if yes, their rates:
(i) Wooden table for the use of assistants, size 3' x 5'
(ii) Typist's table and chair —standard size.
(iii) Caned office chair with arms --standad size
(iv) Wooden table 4 x 6'
(v) Revolving chair with cushioned seat
(vi) Wooden stool
(vii) Steel almirah
(viii) File cabinet
Please indicate the terms and conditions of supply, we shall take a decision quickly. Since we want
our office to function from the next month, I would be grateful for an early reply.
Yours faithfully,
Office Manager

Quotation Letter
A letter sent in reply to an enquiry is called a quotation letter. Be prompt in sending all the required
information when you wish to participate in the competition. Remember that the enquiry letter is
sent to a number of organisations similar to yours and the responses are examined from several
points of view: quality, price, promptness in reply, additional advantages, etc. The information that
you give is often included in a sales letter too but there is a difference. A quotation letter is written
in response to a specific enquiry. On the other hand, a sales letter may be written unsolicited.
Further, sales letter may not give point by point detailed information as is done in the quotation
letter. We now give a sample quotation letter in response to the enquiry letter given in.

Dear Sir,

Thank you very much for your letter No ..... ..... ..... dated ..... ..... ..... We would be glad to supply all
the items mentioned by you at short notice as they are readily available in our stock. The rates are as
follows:
S. No. Item Price per item
(i) Wooden table 3' x 5' Rs. 350.00
(ii) Typist's table and chair (standard size) Rs. 700.00
(iii) Caned office chair with arms (standard size) Rs. 150.00
(iv) Wooden table 4' x 6' Rs. 550.00
(v) Revolving chair with cushioned seat Rs. 1250.00
(vi) Wooden stool Rs. 60.00
(vii) Steel almirah Rs. 3200.00
(viii) File cabinet Rs. 2700.00

Other terms and conditions

(i) Discount @ 10% on an order of Rs. 10,000 and above.
(ii) Packaging free
(iii) Despatch of goods within 15 days of the receipt of order.

I am enclosing a brochure giving details of all the items of furniture that we supply. If you feel
interested in any other item, please let us know.
We would be very grateful if you kindly send your firm order. A form for placing an order is enclosed.
All that you have to do is to fill in the quantity required.
Yours faithfully,
Sales Manager
Enclosure: One