Official letters

1. Sales letter
2. Complaint letter
 1. Sales letter?
• A form of direct mail in which an advertiser
sends a letter to a potential customer.
• Designed to persuade the reader to purchase
a particular product or service in the absence
of a salesman. I
• Designed to ensure that the prospect is
committed to becoming a customer.
 Objects of a sales letter are:
• It introduces new goods in the market more
effectively, quickly, at a lower cost and in a wider area.
• It introduces the salesman to the prospective
customers even before the former has called on them
because it reaches them earlier and thus keeps them
informed.
• It widens the market for existing products without
much cost.
• It educates the customer in selecting the right type of
goods.
• It keeps the customers constantly in touch with the
company and its products and service.
 A Sales Letter Must :
• attract the reader's attention and arouse interest
in its message through its physical appearance
and appealing opening sentence.
• educate and convince the reader by referring to
'selling points' of the product or service.
• make an appeal to some basic human desire and
prompts him to accept the offer.
• induce the reader to act at once by offering
different types of inducements or by forceful and
convincing words.
 Format: sales letter
Name of Client,
Title of Client,
Address of Company or Client,
Date,
Dear (name of the client)
Paragraph 1: The introduction of the letter should capture the attention of the
reader. You may mention the problems that the client may be having and which
your product or service will resolve. Introduce the company and what you
specialize in.
Paragraph 2: Introduce the product or service you intend to sell to the client.
Show the client the ways in which they will benefit from investing in your product
or service. Make the offer enticing without promising the impossible.
Paragraph 3: Give your contact information for the client to find out more
information on the product or service.
 Complaint letter
Complaint letters are an effective way of
expressing the customer’s/consumer’s
dissatisfaction with a product or
service.
 The circumstances of complaints:
• Inordinate delay in the execution of the order;
• Variance in the quality and quantity of the
goods supplied as against those ordered;
• Poor quality or improper quantity of goods;
• Supply of wrong goods or goods of inferior
quality;
• Delivery of damaged goods owing to defective
packing;
• Variance in the terms and conditions relating
to the payment and delivery .
 Remember while writing a complaint
letter:
• should reach the right department and the
right person- information is available either on the
product itself or the receipt of purchase.
• Include - name of the product, the receipt
number, the date and place of purchase.
• clearly state why you are not happy with that
particular product/service. Be specific while
stating the problem and avoid ambiguity.
• Tone of the letter should be polite but firm- avoid
rude and sarcastic statements
• Take a formal and objective approach in the
letter rather than play on the emotional quotient.
• You can mention how you wish the problem to be
rectified- a refund or a replacement or any other method which
you think is most suitable.
• Give a time-frame within which you expect the
problem to be solved. Be reasonable.
• positive points of the other party, as this would help
you to get a better response.
• It is a good idea to include phrases like “Probably, this
is a rare case where you have erred…” or “It is the first
time in all the years that I have used your
service/product that I have a problem…”
• important to mention the documents you are including
to substantiate your complaint.
• it should not be written until all the required checks
are done and the person writing the letter is sure of
accusing the right person.
• include your contact information.
 Format: Complaint letter
Name of the Sender:
Address of the Sender:
Date:
Name of the Receiver (Include Title e.g. Ms/Mr/Mrs/Dr)
Designation of the Receiver.
Address of the Receiver:
Dear (Title and Last Name)
It is always recommended that the first paragraph of the complaint should briefly
speak about sender of the letter. Sender should not talk about unnecessary things. He
can straightaway come to the point and keep it short and simple.
In the second paragraph, the main reason for the complaint should be mentioned. It’s
better to give as many details as possible. To add credibility to the complaint, the
sender must mention the enclosure of the relevant documents. If you want to save
yourself from future embarrassment, keep in mind to furnish only the valid
information.
You should end your letter by mentioning your contact details for further
communication.
Sincerely,
(Sender’s Name)