How to Write a Sales Letter on a Cold Call

Good sales letters sometimes lead to a successful cold call and a sale.
Good sales letters sometimes lead to a successful cold call and a sale. (Image: Jupiterimages/Comstock/Getty Images)

Sales letters are introductory letters sent before calling a new prospect on the telephone. An uninvited sales call is called a cold call. Many salespeople consider cold calling the toughest part of sales, largely because many people do not welcome the calls. Some will quickly end the conversation or even hang up as soon as the salesperson describes the reason for the call. Well-written sales letters sent ahead of the cold call often makes the process easier.

Write the sales letter using just three or four paragraphs. Use the first paragraph to introduce yourself. Then use the second paragraph to draw some connection between your company's product or service and the potential customer. For example, point out that some people in the potential customer's neighborhood have recently installed new wooden fences and that your company is contacting other homeowners in the area with a special offer on fences.

Make the letter upbeat as you describe the product or service. Create a call to action in the third paragraph by writing that the special offer currently available will not last long or is available only to a limited number of customers.

Finish the letter with a fourth paragraph indicating that you will call the potential customer within three or four days to follow up. Also include your phone number, and invite the prospect to call you as well.

Wait four days after mailing the letter. Then make the cold call.

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