Sales Follow Up Letters

Sending a letter to a new, potential or current client after a sales call is important whether or not youmade a sale that day. The follow-up letter puts your company's name in front of the client again, and in a positive light. A good letter can help you clinch a wavering customer and help you complete a transaction.

Function

A sales follow-up letter has several functions. It can provide a client or customer who is currently undecided with information that is more detailed. It can recap decisions that were made or important statements that were discussed in your meeting. Your letter can restate the value of your service or product. A follow-up letter can serve as a reminder to the client of a future appointment, and even let him know about an upcoming special price or new product.

Time Frame

Do not hesitate when it comes to sending a follow-up letter. Ideally, you should have the letter in the mail within 24 hours of your meeting with the client or customer. However, if that is not possible, make sure you send it within 1 week of the sales call. This will show your professionalism and good customer-service traits, making the client more likely to continue doing business with your company. It will give you an edge over your competitors as well.

Features

Format a follow-up letter like a typical business letter. Print it on your company's letterhead, with the client's name and address at the top. The salutation should be formal, followed by a colon. Begin with a polite, personalized paragraph thanking the customer for meeting with you. If you met at her office, share what you enjoyed about the location. In the following paragraphs, reiterate he reasons for your confidence that you are the best supplier of what she needs.

Considerations

Let the client or customer know in your letter whether you require a response from him, or if and how you will be contacting him next. Provide all means of contacting you, including your email address and phone number (with extension). You can create or download a standard template to use for all of your follow-up letters. However, take the time to personalize each letter, mentioning specific points that were discussed during your sales call.

Warning

Do not send an email. Not only will a physical letter help you stand apart from your competitors, you will also avoid the risk of your email being caught in a spam filter. Do not duplicate your sales pitch verbatim in your follow-up. Instead, offer something new, such as a discount or improved feature. Never use negative remarks in your letter, whether referring to the client or a competitor. Use the follow-up as your chance to shine and sell your product or service.

Resources

• Follow-Up Letter Template