7
Communications to Get, Keep, and Satisfy Customers
It’s true: The more contact you have with customers, the more likely they are to place their next order with you instead of with your competitor. The reason for this is that customers are bombarded with messages from vendors looking for an order. The more recent your last communication, the more likely they are to think of you first when a need arises.
Therefore, frequent contact with your customers, whether it be by phone, mail, e-mail, or in person, contributes to your bottom line. This chapter gives you model correspondence you can use to boost the quality and frequency of customer communication. The samples cover a wide range of situations—from announcing a product upgrade to getting buyers to renew a subscription, policy, or service agreement.
We have provided sample correspondence in this chapter largely in the form of printed letters or memos because formal letters impart a sense of conscientiousness about your relationship with your customer. However, for nearly all of the correspondence described in this chapter, e-mail is an appropriate medium. Just adapt the actual message portion of the sample letters or memos you see in this chapter to the format and structure of e-mail. (Whenever the sample we provided needed very detailed tweaking to work with e-mail, or when e-mail was the primary recommended way to send a particular message, we’ve provided a specific e-mail sample for your reference.) As always, be on the lookout for the
icon, indicating correspondence for which e-mail is not suitable.
icon, indicating correspondence for which e-mail is not suitable.Getting business
At their root, all the business letters you write are for the purpose of getting and retaining business. The following samples are ones you can use to directly market yourself, gain new accounts, and retain the customers you have.
Report on results, with price quotes
Background: This kind of letter pulls double duty: It tells prospective customers why they need your product or service and then how much it will cost them.
Essential elements: The letter that reports results and quotes prices has four parts:
1. It explains the results of industry research or of a requested estimate, a consultation, an inquiry, or any other professional information that shows the product or service is necessary.
2. It presents recommendations based on the results.
3. It states an estimate of the cost of those goods or services.
4. It asks the recipient to contact you to proceed.
Sample:
Dear Mr. and Mrs. Magin:
My dental exam of your son, Andy, shows a 1.5 mm space between the upper central incisors, as well as some crowding of the lower front teeth. I recommend the use of a removable plastic and wire appliance to take the upper right central incisor out of crossbite.
The fee for this treatment, including the previously taken diagnostic information and also including subsequent future visits until additional diagnostic data or treatment are needed, would be $600. This can be paid in the following manner: $300 initially, and the $300 balance by five monthly payments of $60 each.
Please call my office and we will answer any questions you may have. If you’d like, we’ll make an appointment to fit the appliance. I look forward to hearing from you.
Sincerely,
John Trackman, D.D.S.
Request for referrals
Background: You should ask satisfied customers to refer friends and colleagues to you. Referrals from satisfied customers are just about the best leads you’ll ever get. If your clients aren’t giving you as many referrals as you want, this is a letter you can use to ask for more.
Essential elements: This letter should be short and sweet and include:
1. A reminder of something the customer liked about your product or service.
2. A request for a favor.
3. Simple instructions to give you the names of people who might benefit from your product or service.
4. A self-addressed, stamped envelope. (This makes it very easy for the customer to respond—but, of course, it is not necessary or even possible if you are using e-mail, because your customer can simply hit the “reply” button. )
5. A thank-you.
Sample:
Dear Joan:
I’m glad you liked the spring catalog I recently sent you. Like you, I’m always on the lookout for new business. So, I have a favor to ask: Could you jot down, on the back of this letter, the names, addresses, and phone numbers of a few of your colleagues who might benefit from knowing more about my services? [If using e-maiZ, simply request that the recipient reply with a list of the names, addresses, and phone numbers.] (Naturally, I don’t want anyone whose product line is in direct competition with your own.) Then, just mail the letter back to me in the enclosed reply envelope. [Eliminate this sentence if using e-mail.]
I may want to mention your name when contacting these people. Let me know if there’s any problem with that. Once again, thanks for the favor!
Regards,
[If using e-maiZ, your automatic e-mail signature should appear here; see the sample signatures in Chapter 2.]
Solicitation for testimonials from clients
Background: After completing a job successfully, you can use this letter to solicit a testimonial from the client. A page filled with testimonials is a very powerful addition to a promotional package and convinces prospects that you are good at what you do.
Whenever a supplier you like asks you to give a testimonial or act as a reference, do it! As one of their reference accounts, you are guaranteed superior service. Once your testimonial or name appears in their marketing materials, the vendor will go to great pains to ensure your ongoing satisfaction.
Essential elements: This letter asks for a favor that may or may not be granted. Give it your best shot by including:
1. An explanation that you are compiling a list of testimonials from satisfied customers.
2. A request for the customer’s opinion.
3. Instructions about how to do this (if you are sending a printed letter). This would mean asking the customer to write on the back of the letter and return the letter using an enclosed self addressed, stamped envelope. (If you are using e-mail, simply request that the customer reply to your message.)
4. A form at the bottom of your printed letter for the customer to sign, giving his or her permission to use the testimonial for marketing purposes, or, if you are using e-mail, a request that the customer express his or her permission in his or her reply.
Sample:
Dear Andrew:
I have a favor to ask of you. I’m in the process of putting together a list of testimonials about my services from satisfied clients like you. Would you take a few minutes to give me your opinion of my writing services? No need to dictate a letter; just jot your comments on the back of this letter, sign below, and return it to me in the enclosed envelope. (The second copy is for your files.) [If using e-maiZ, simply request that the recipient reply with his or her testimonial.] I look forward to learning what you like about my service, but I welcome any suggestions or criticisms.
Many thanks.
Regards,
You have my permission to quote from my comments and use these quotations in ads, brochures, mail, and other promotions used to market your freelance writing services. [Eliminate this sentence if using e-maiZ and instead simply request that the customer’s reply include a statement granting such permission.]
Signature __________ Date ____________
Request for permission to use unsolicited testimonials
Background: Some clients will send you unsolicited and glowing testimonial letters. It’s rare that customers put compliments in writing without being asked to. So, when they do, grab hold of it and ask to use it to promote your business. Before you use the compliments in your promotions, get the client’s permission in writing. You can use the following form letter as your base. This is good practice for preventing customer problems. If a customer gets an irate call from his boss, asking, “Why are we quoted in XYZ Supplier’s brochure?” and you included a testimonial from the customer without permission, rest assured it will damage your relationship with this customer.
Essential elements: Your letter should include:
1. A thank-you for the kind comments.
2. A request to use these comments to promote your business (try to state specifically how and where you would use them).
3. Instructions to sign and date the bottom of your letter or, if you are sending an e-mail, a request that the customer reply with a statement of permission to use the testimonial.
4. A copy of the testimonial and, if you are sending a printed letter, a self-addressed, stamped envelope in which the customer can return the letter.
Sample:
Dear Ms. Hernandez:
Thank you so much for your letter of February 15 (copy attached). It’s always nice to hear when things are going right!
You’ve said such positive things about us that I’d like to quote from this letter in the ads, brochures, direct mail packages, and other promotions I use to market my writing services ... with your permission, of course. If this is okay with you, would you please sign the bottom of this letter and send it back to me in the enclosed envelope? (The second copy is for your files.) [If using e-mail, simply request that the recipient reply with his or her permissiort.]
Thank you once again!
Regards,
You have my permission to quote from the attached letter in ads, brochures, mail, and other promotions used to market your freelance writing services.
[Eliminate this sentence if using e-mail and instead simply request that the customer’s reply include a statement granting such permission.]
Signature ___________ Date ____________
Explanation of a monthly retainer arrangement
Background: Some customers may want to establish a regular relationship with you by hiring you on a monthly retainer. Customers who request such a relationship may have no idea of what is involved or how it works, so you must spell it out for them in writing before you both enter into an agreement.
Essential elements: Of course, the details of your retainer agreements will vary from this sample, but the letter should always include:
1. Acknowledgment that the recipient either has asked for information about this arrangement or might be interested because of the amount of ongoing work you do together.
2. The monthly fee.
3. Exactly what that fee buys the customer: how much time, what result, any priority advantages.
4. Work that would not be covered by the retainer.
5. The payment schedule.
Sample:
Dear Mr. Glicksman:
You recently mentioned that you are interested in hiring me on a monthly retainer to handle your company’s ongoing copywriting and consulting requirements for small projects that need quick turnaround.
My standard arrangement is a monthly retainer that covers one full day’s work at our current rate of $1,600. We find that that’s a sufficient amount of time to handle requirements of this type. Larger standalone projects (such as our two upcoming mailings) are quoted separately.
Retainer clients get 24- to 48-hour turnaround with priority in handling their assignments and no rush charges. If I spend more than a full day in a given month on your work, you do not get charged extra, as long as my time on your account averages a day a month. If you regularly require more or less service, we can talk about setting the monthly fee upward or downward accordingly.
There is no advanced payment required. At the end of each month, you will be billed the month’s fee net 30 days. You can cancel at any time, and you just have to pay for the time spent to date that month. Does this sound like what you had in mind? I look forward to continuing this conversation.
Sincerely,
Offer of renewal at birth
Background: The next time you order something online, notice what happens when you begin the checkout process. A pop-up window may tell you there is a special, and if you order two instead of one, or if you order a companion product, you will get a discount. This is called “upselling,” and it is extremely effective. One version of upselling that can be done profitably by letter is called “renewal at birth.” This is essentially a brief renewal sent at the time of order. It asks the customer to order more units or a second year of service while paying for the first year or units. Eliot Schein, a direct mail expert, says that, on average, 3 to 5 percent or more of customers will respond positively to the renewal at birth offer.
Essential elements: Every time you send out an invoice, you have an opportunity to sell more products or services by including this type of letter. It should have the following elements:
1. A statement that an invoice is enclosed for a particular order.
2. A discounted offer for more units, upgraded services, new products, or extended service.
3. Instructions about how to take advantage of the offer.
Sample:
Dear Mr. Whitman:
Thanks for ordering MediCare Data Online. Your invoice is enclosed.
If you regularly consult Medicare data in your work, here’s a chance for immediate savings. Check the box on the invoice for extended service and pay the amount indicated. [If using e-maiZ, you can attach your invoice to an e-maiZ as a “writeable” document-that is, a document that can be modified-and the recipient can insert a checkmark electronically and send the same document bach to you.] You’ll get an updated disk every six months for two years instead of one year. That’s four disks instead of two. And you’ll save $59 off the regular rate.
When you return payment of this bill, just check the box in the lower right-hand comer to take advantage of this special discount. You’ll be glad you did.
Sincerely,
Renewal series
Background: When a contract, subscription, or agreement is about to expire, a series of renewal letters can be used to get customers to continue service. This series of letters can contain as many letters as you’d like to keep sending. We have provided four sample letters to give you an idea of how your letters might progress in content.
Essential elements: The first letter is typically sent four to six months in advance of the expiration date of the service or publication. It is called an “early bird” because, even though you’re asking the customer to renew, he or she still has plenty of time to do so. In exchange for renewing early, offer a reward such as a discount, free bonus gift, or extra service. This is your first contact with a customer whose contract is not going to expire soon. There is no need to be too pushy. The letter should read like you’re offering a favor. Include:
1. The announcement of an early-bird discount.
2. The name of your company or product and an invitation to continue being a customer.
3. The special benefit of renewing now rather than later.
4. A review of why your service or product is the best.
5. A final request to encourage the customer to take advantage of your discount offer.
The second letter is sent a month or so after the early bird. It reminds the customer that it’s time to renew so that service doesn’t accidentally lapse. This approach works well for insurance, subscriptions, support contracts, and health plans. It still offers a gentle reminder and a financial incentive to renew the contract. Include:
1. An attention-grabbing introductory statement.
2. The benefit from the service or product you provide.
3. A request for a renewal order.
4. A reminder that this service or product will keep the recipient on top.
The third letter is sent about a month prior to expiration. It reminds the customer that he or she is in the last month of service, and if the contract is not renewed now, service will stop shortly. This letter says, “Time’s up.” It allows your customer a last chance to renew the contract before it expires. It should include:
1. A boldface expiration notice.
2. An opening statement of regret and surprise that the contract has not yet been renewed.
3. A statement of concern that, as a valued customer, the recipient may miss out on valuable service.
4. A review of the quality and benefit of your service or product.
5. Instructions about how to avoid missing out on continued service.
6. A reminder that the renewal must be done immediately.
The fourth letter is sent at expiration. It is notification that the agreement has expired. It tells the customer that if he or she acts immediately, service can continue on the same terms as if the agreement had never lapsed. This is your last pitch to retain this customer. You’ve done your best to push a renewal; now you can make one last offer and then it’s time to let go. Your letter should include:
1. An upfront “final notice” announcement.
2. A one-time courtesy offer to reactivate the expired contract.
3. An explanation that after this time the rate for signing up for your service or product will be higher.
4. One last plea to renew now and a promise that no further renewal offers will be sent.
5. A postscript, repeating that this is a final offer before the customer’s name is deleted from active files.
Samples:
Renewal series letter #1
Special Early-Bird Discount Offer
Dear Mr. Smith:
Renew now and save $55!
If you are enjoying your subscription to The JournaZ of Financial Management, now is the best time to renew. Here’s why:
Accept this early-bird renewal now, and you will continue to receive The JournaZ of Financial Management at our lowest rate available. Renew for two years and you save $55. Renew for one year, and save $25. Either way, you win!
This is only a one-time offer. It will not be repeated. To get these savings, you must forward us your renewal instructions right away. In today’s complex markets, it’s more important than ever to get the expert analytical insights, clear explanations, effective strategies, and proven techniques only The Journal of Financial Management provides. Now you can get it more cheaply than ever, maximizing the return on your subscription investment.
Please take advantage of these savings today! Thank you.
Sincerely,
P.S. Remember, you can save up to $55 by sending us your renewal instructions now. The subscription price on subsequent renewal notices will be higher.
Renewal series letter #2
Act Now—Before It’s Too Late.
Dear Mr. Smith:
It’s true. In institutional investing, financial managers who have access to the best information are the ones most likely to generate the highest risk-adjusted returns—month after month, year after year. That’s why it makes sense to renew your subscription to The Journal of Financial Management now instead of later.
Each issue lets you pick the brains of the top experts in institutional investment management. Practical applications, innovative methods, and illustrated case studies help you maximize profits, stay way ahead of the competition, and deliver even greater value to your clients all year long.
Even better, renew now and lock in our current lowest rate on a one-year subscription, or get a discount of $35 on a two-year subscription (see the attached subscription renewal form for details). Act now and save!
Sincerely,
P.S. The JournaZ of Financial Management publishes the most relevant, challenging, practical, and significant institutional investment ideas in practice today. No institutional financial manager should be without it. Don’t delay. Reply today.
Renewal series letter #3
Subscription Expiration Notice
Dear Mr. Smith:
The other day, I got some rather unexpected bad news.
My circulation manager handed me a list of The Journal of Financial Management readers whose subscriptions are about to expire. Despite the fact that we’ve sent several renewal notices, your name was on it!
I’m concerned that you may not have gotten our previous letters. Whatever the situation, your subscription ends with your next issue, and you should complete and return the attached renewal form now to continue receiving the Journal uninterrupted.
As you know, The Journal of Financial Management is written for top practitioners in the field by top practitioners in the field. Our authors deliver the tools you need to explore the latest theories, test your own concepts, approach traditional investment practices with a fresh perspective, and take advantage of breakthroughs in strategic financial management.
In today’s complex markets, the Journal’s “inside information” can give you a competitive edge to help you outperform your competitors month after month.
Is this an edge you really want to do without? To ensure uninterrupted service of your subscription to The Journal of Financial Management and prevent any missed issues, complete and mail the attached form today.
Thanks,
P.S. To ensure on-time delivery of your next issue of The Journal of Financial Management, please give us your renewal instructions today.
Renewal series letter #4
Final Notice
Dear Mr. Smith:
I would like to extend the following one-time courtesy offer to you: Reactivate your expired subscription now to continue uninterrupted service and delivery of The Journal of Financial Management. Lock in our low renewal rate. Avoid higher prices that new subscribers will be forced to pay because of increases in printing and postage costs.
Technically, because your subscription has expired, we would normally charge you our regular rate for new subscribers. Because your subscription lapsed only a few weeks ago, I can offer you renewal at the current rate, on a one-time-only basis.
Please take a moment and mail your completed subscription reactivation form today. Your subscription will continue, as if it had never expired. But I urge you to act now. This is your last chance. After this letter, no further renewal offers will be sent. This is the last one you will receive.
Sincerely,
P.S. This is your final notice. Your name has been deleted from our active subscriber files. No further issues of The Journal of Financial Management will be sent unless you mail the subscription reactivation form.
Request to reactivate an inactive account
Background: Experience shows that it costs five to 10 times more to acquire a first order from a new customer than to solicit and get a reorder from an existing account. Don’t let customers drop out of sight without making an effort to either get them back or find out why they left (so it doesn’t happen again). When making your request, you might want to enclose a reply form (questionnaire or survey) the customer can complete and return to indicate the reasons why he or she stopped buying from you. Either attach this to an e-mail or enclose it if you’re using a mailing. In some cases, you will be able to overcome the customer’s reasons for not continuing with your services and get the business back. But your chances of reactivating a dissatisfied account are slim unless the customer tells you what’s wrong.
You may also consider giving a bribe—for example, you can include a catchy phrase upfront, such as INSIDE: A shameless bribe to get you back on the front of an envelope or For a shameless bribe to get you back, heep reading! at the beginning of an e-mail. Then offer a discount certificate or a free gift to the customer if he or she orders.
Essential elements: You don’t want to be too pushy in this situation, but a polite request for an explanation is good business. Your letter should include:
1. The fact that you haven’t heard from this valued customer in a certain period of time.
2. An assurance that his or her business is important to you and valued.
3. The simple question “May we still call you a ‘customer’?”
4. Instructions to jot a response on the back of the letter and return it in the enclosed self-addressed, stamped envelope (if you are using a printed letter for this correspondence), or a request to simply reply to your e-mail.
Sample:
“We miss you, and we want you back!”
Dear Mr. Smith,
It’s been more than 18 months since you last favored us with an order. Did we do something wrong? Your business is important to us, so we would like to know why you haven’t been in touch. Could you take a moment to let us know whether we can still call you a customer?
There is no need to dictate a letter. Simply jot your reply on the back of this letter and return it to me in the postage-paid envelope enclosed. [If using e-maiZ, simply request that the recipient reply.] Thank you for your time and effort.
Sincerely,
Daily business transactions
Every day your business success requires communication with your customers. Most rather routine correspondence is offered in this section. You can use these letters, e-mails, or memos as guides to help you with all the occasions you need to say something important to the people who keep you in business.
Follow-up on a sales discussion
Background: After an in-person or telephone discussion with a prospect concerning his or her needs, reiterate your strengths and methods in a follow-up note.
Essential elements: This is a letter that says: “You told me what you needed. Here’s how I can help.” It should include:
1. A reminder of your sales discussion and the topic discussed.
2. Agreement that the person’s needs are vital and that your company can meet them.
3. The details of what you can do for this customer.
4. If appropriate, what the customer can expect to receive from you in the next day or two or, if corresponding by e-mail, any relevant promotional or informational attachments.
5. An offer to answer any further questions.
6. A positive concluding note expressing your pleasure in working together in the future.
Sample:
Dear Ms. Nagel:
I enjoyed chatting with you today about your plans for a new employee benefits program. It sounds exciting!
Proper selection of the right insurance carrier and coverage, of course, is critical to maximizing coverage while minimizing the premium.
That’s why, as you requested, I’ve told ABC Insurance’s regional manager in your area to put together a free, no-obligation competitive policy analysis for your review.
Based on a thorough analysis of the various plans offered by the 25 major insurance carriers covering your area, our competitive policy analysis will identify those companies and plans that give you the best value for your premium dollar. And, with our large volume and decades of experience, we are often able to design plans with “tiered” levels of coverage. This allows you to pay for basic coverage for employees, while giving them the option of buying additional insurance for themselves if they so choose.
You’ll have our competitive policy analysis shortly. In the meantime, if you have any questions or need additional information, you can reach me at 123-456-7890. [If using e-mail, draw attention to your contact information in your automatic e-mail signature.]
We look forward to providing your employees with affordable health benefits, as we have for hundreds of companies and millions of employees (and their families) throughout the tristate area.
Sincerely,
Price estimate for a current customer
Background: When giving price estimates to existing customers, you can opt for a short letter or e-mail instead of a more formal form or proposal.
Essential elements: Current customers know your work and the value of your service. They simply need to know prices for other projects. Make it simple and include:
1. A cordial greeting.
2. A quote of your prices or fees.
3. An alternate service or product if you think the client might like a choice.
4. An estimate of the time required for the job.
5. A request for a response.
6. If appropriate, add a note indicating that you are sending an enclosure or attaching a file with additional information.
Sample:
Dear Rich:
Thanks for coming by. I enjoyed seeing you, as always. I normally charge $10,000 to $12,000 or more for a traditional annual report. The reports typically run 25 to 40 pages with art and photos reproduced in four colors.
For $5,000 to $7,500, I can design a shorter, two-color annual report similar in style and complexity to the one you did last year. I will need approximately 30 days for comps and camera-ready art on disk. Let me know what you think.
Thanks,
P.S. We are sending you separately the two-color samples and my list of recommended printers. [If using e-mail, you can indicate that you are attaching these documents.]
Recommendation to a specific customer
Background: While serving an account, you may encounter situations that suggest the customer needs to improve its procedures, whether internally or through the use of more outside vendors. Regardless of whether there is money in it for you or not, you can build goodwill by putting the idea in a letter or e-mail and passing it on to the client.
Essential elements: This kind of message can lead to increased orders for you either directly through your recommendations or through the goodwill you will create by taking the time to offer helpful ideas. Your message should include:
1. A mention of the work currently do for this customer.
2. A suggestion about additional ways to improve the customer’s business (if appropriate).
3. A suggestion about how the customer might fix the problem.
4. A closing that makes it clear you’re just trying to be of help to a valued customer and that your door is always open.
Sample:
Dear Tom:
I just spoke with Steve about the fulfillment letter and will have a draft for you next week.
Steve mentioned that we get a large number of leads from the ad but many are not qualified and most don’t result in business. Based on this, I feel you need some inexpensive means to keep in touch with this database of prospects on a regular basis.
Steve mentioned doing a follow-up telemarketing script to reactivate and requalify old leads, which is a good idea. We can definitely take care of this.
In addition, I think it might help your response if you also have some sort of communication going to this prospect database, ideally once a quarter. This could be as elaborate as an online newsletter or a simple as a series of postcards. Or it could be brief letters accompanying the latest reviews and press clippings on the product. But you need something to remind interested parties that a solution to their needs exists.
Just thought these ideas might help. Let me know if you want to discuss this further.
Sincerely,
Decline of an offer to bid or to provide service
Background: Turning down jobs from existing customers can potentially offend or even anger them. The trick is to say no in a way that makes customers think you are serving their best interests rather than refusing to serve them.
Although you may not be able to help your customer, suggest a vendor who may be better qualified than you to do the job or fill the order in your letter. Or if there is a way you can fulfill part of the order or at least satisfy part of the need, suggest it and say you would be happy to do so.
Essential elements: This letter should include:
1. A thank-you for offering the opportunity to bid or provide a service.
2. A brief summary of what your company provides and what the customer is looking for.
3. Your refusal, with regret, to bid or provide services. The reason will be either that the job does not fall in line with your company’s capabilities or that you are simply too busy right now to do the job up to the high standards you know the customer deserves. Note that taking the job under these circumstances would be very costly for the customer.
4. An alternative the customer should consider and how you can help them do that.
5. If appropriate, an offer to bid or provide the service if the customer insists and is willing to pay the price.
Sample:
Dear Kay,
Thanks for allowing us to quote on the “Networking Sales & Marketing Guide.” I appreciate the opportunities you give us, including this one.
As you know, our specialty is marketing and promotional materials that stress persuasive selling, marketing strategy, powerful graphics, and arresting design. Your current format for the Sales & Marketing Guides leans more toward a training manual and technical information document, rather than a promotional piece. The bottom line is that while we can do this for you, it’s not our strength. Consequently, we probably wouldn’t do as good a job as a firm that specializes in documentation and manuals. Besides, our charges would not be competitive. We’re thinking you’d be better doing this job with your in-house technical publications department or through a freelance technical writer/desktop publisher. If you need a recommendation on a freelancer, let me know and we can ask around for you. Or, if you still want us to quote on this job, let me know and we will prepare an estimate.
Sincerely,
E-mail request for an extension of a deadline
Background: Missing a deadline is bad business. It can cost you untold losses, not only because it may cost you the job or the next one, but it also hurts your reputation as a reliable businessperson. If you can see that you will not meet an agreed-upon deadline, don’t let the day come and go without saying anything. Well in advance of the deadline, request an extension in writing. My advice concerning deadlines is simple and straightforward:
1. Don’t miss deadlines.
2. Don’t promise what you can’t deliver.
3. Negotiate a reasonable deadline before you accept the order, job, or assignment. Don’t forget to factor in weekends and holidays.
4. If you need a deadline extension, request it sooner rather than later. Speak up early. People hate surprises.
5. When setting a deadline, specify not only a date, but also a time of day as well as a method of delivery (“November 23, 2010, by 3 p.m. or sooner via e-mail,” for example).
6. Request the deadline in writing, and follow up to confirm acceptance. Because it’s an urgent request and time is of the essence, send your communication via e-mail.
7. If the need for an extension is due to factors beyond your control (for example, if someone else in the workflow chain failed to deliver and that affected your ability to meet a deadline), point it out, but don’t lay blame or make excuses. Simply state the facts.
8. If there is a way you can make up time later to adjust for the current lateness, offer it. For instance, if you are late handing in a layout for a promotional flier, perhaps you can send it to a different printer who can treat the job as a rush priority, and therefore get the printed pieces delivered on schedule.
Essential elements: Don’t let this letter sound like you’re pointing fingers. State the facts:
1. State the name of the project and the original deadline.
2. State your reasons for needing more time.
3. Offer an alternate deadline.
4. Leave the door open to other possible solutions to the problem.
5. Ask for a response.
Sample:
From: Marion Kelly <[email protected]>
Date: Wednesday, October 4, 20XX
To: Cheryl Sterling <[email protected]>
Subject: Deadline for XTH budget and forecast
Dear Cheryl:
We originally set a deadline of October 10 for delivery of the XTH budget and forecast. To date, we haven’t received the figures from sales or accounting. Because normal turnaround time for the analysis is five to seven days, we need to rethink the October 10 deadline. I’ve asked Sherry in sales and Larry in accounting about data status, and they promise raw data to me by tomorrow at noon. If they do this, we can work over the weekend and have the report no later than October 12, and quite possibly by October 11, assuming we hit no weekend computer glitches or missing figures.
Please let me know if this is acceptable to you. If it isn’t, let’s discuss alternative solutions.
Sincerely,
[Automatic e-mail signature should appear here; see the sample signatures in Chapter 2.]
Annual account review notice
Background: Many organizations, such as banks, credit unions, insurance carriers, phone companies, utilities, and raw materials suppliers, send customers monthly or annual statements of their accounts. If you do this annually, use the annual account review letter to resell your organization and its value to the customer. If you do it monthly, the monthly notices are an ideal place to highlight news, new products, changes in service policies, and other items of importance. Note that annual account statements should be mailed to your customer because of their importance to client recordkeeping; consequently, this letter is included in the same mailing, not e-mailed.
Essential elements: There’s no end to the kind of information you can get to your customers through this kind of notice. Typically, the letter will include:
1. Notification that the annual statement is enclosed.
2. A brief summary of why your company is tops in the field and the kind of advantages you offer your clients.
3. An invitation to the client to review the information and talk with a representative to review the policy and discuss any possible changes.
4. A thank-you.
Sample:
Dear Policyowner:
Your annual Crest benefit statement is enclosed for your review. It details your policy’s current financial growth and status.
Your Crest life insurance policy is one of your most valuable and af fordable assets. It is designed to serve your financial and protection needs throughout your lifetime. The guaranteed cash value will increase through time, and, more important, so will your ability to earn dividends that can greatly reduce your out-of-pocket cost of insurance. For 75 years, Crest policyowners have shared in our outstanding performance and prudent leadership.
Please take this opportunity to review and assess your insurance benefits with your Crest representative in light of how your financial needs and circumstances have changed over the past year. Thank you for choosing Crest. We will strive in continuing to earn your trust and confidence.
Sincerely,
Announcement of a new product or service to customers and prospects
Background: When you have a new product or service, all current customers, inactive customers, and prospects should be notified by mail or e-mail.
Essential elements: This is both a piece of sales literature as well as a courtesy call. Make it simple and to the point, but cordial. Include:
1. A statement of a customer’s needs.
2. An offer to meet those needs with a new product or service.
3. A clear listing of exactly what you are now offering to clients.
4. An acknowledgment of what is not included (if appropriate).
5. The cost or fee.
6. An invitation to call for more information or to order.
Sample:
To all of my clients:
Many of you have asked for assistance in putting together or enhancing your Websites. I am now offering this service to individual clients. It is something I have already done for more than a half-dozen corporations, including AT&T and IBM. The primary services I’m offering include:
• Content creation and copywriting.
• Website organization, design, and logical link recommendations.
• Editing, rewriting, and writing of Website content.
• Website promotion—getting prospects to visit your home page.
With most clients, Web pages can be built by scanning and modifying printed literature, so all that is required is organization, design, a home page, linkages, and some interactive functionality.
I do not do programming or graphics, but I have available resources to help you with these aspects of your Website. The fee is simple: I charge the hourly or daily rate you are currently paying me, multiplied by the amount of time we agree I should spend to help you.
Call me today at 123-456-7890 for a cost estimate on your project. [If using e-maiZ, draw attention to your contact information in your automatic e-mail signature.]
Thanks once again,
Announcement of a company name change
Background: The announcement of a company name change must catch the reader’s attention. This is not junk mail; it fosters one of the most valuable things your company can own: name recognition.
Essential elements: This letter must show your best side. Use quality letterhead paper (with the new name) and perfect writing format and form. Personalize the letter by addressing it to each recipient by name so that it doesn’t have a “mass mailing” feel. Include:
1. An exclamatory opening that announces a name change with enthusiasm and excitement.
2. The old name and the new name.
3. The reason for the change.
4. Assurances that quality service/products will continue.
5. Any changes the customer can expect.
6. A final reminder of the old and new names.
Sample:
Dear Philip Pottsen:
Important news! You’re about to get the same great delivery service you’re accustomed to under a new name!
Associated Delivery Service, a leader in transportation, distribution, and logistics since 1953, is now changing its name to Global Systems to better represent our expanding range of worldwide capabilities.
This means you get the same on-time delivery, the same fast, responsive service, and the same dedication to excellence you’ve come to rely on from Associated. But you also get an enhanced system-a one-stop resource with expanded capabilities—for meeting your total shipping and logistics requirements, both domestic and international.
You’ll notice our name change soon on all our mailings, packaging, invoices, and promotional materials. It’s still the same company, just with a new name.
Remember: Associated Delivery Service is now Global Systems.
Sincerely,
Announcement of an acquisition
Background: Customers generally view acquisitions as an advantage because they offer expanded size, economy of scale, and product or service line. Be sure to announce this good news.
Essential elements:
1. The announcement of the acquisition. Name your company and the company you are acquiring.
2. A brief statement about why this acquisition has been made.
3. An introduction to the acquired company to help your customers better recognize who they are.
4. The advantage of this acquisition to the customer.
5. An invitation to ask questions or gather more information.
Sample:
Dear Customer:
Industrial Gases is pleased to announce its recent acquisition of all the assets of Becton Industries, a leading manufacturer of valves, manifolds, and other corrosion-resistant gas distribution equipment.
For the past seven years, our corporate mission has been to become the leading supplier of gas solutions for corrosive applications. Our acquisition of Becton brings us one step closer to the accomplishment of that goal. As you may know, Industrial Gases has already been distributing Becton valves in its catalogs. Not only will the acquisition reduce our pricing on these components, but Becton will begin offering custom skid-mounted solutions for Industrial Gases customers. Becton components will continue to be sold under their current model names but through the Industrial Gases sales organization.
If you have any questions or comments, please contact your sales representative.
Sincerely,
Confidentiality agreement
Background: If you have to learn confidential facts about a customer’s business to render service or customize products, you gain access to competitive intelligence about the customer’s operations. An important part of customer service is taking precautions to make sure this information does not fall into the wrong hands. Some clients may ask you to sign a confidentiality agreement saying you won’t share their proprietary information with other people. If the client wants you to make such a promise but doesn’t have a formalized confidentiality agreement, you can perform a valuable service by providing such an agreement. You can use the simple confidentiality memo that follows as a model.
Sample:
To: Sue Simpon, XYZ Systems
From: Regina Anne Kelly
Re: Nondisclosure agreement
To render service to XYZ Systems, I agree to the following:
1. “Confidential information” means any information given to me by XYZ Systems.
2. I agree not to use, disseminate, or share any confidential information with my employees, vendors, clients, or anyone else.
3. I will use reasonable care to protect your confidential information, treating it as securely as if it were my own.
4. I won’t publish, copy, or disclose any of your confidential information to any third party and will use my best efforts to prevent inadvertent disclosure of such information to any third party.
5. The copy I do for you shall be considered “work for hire.” XYZ Systems will own all rights to everything I produce for you, including the copyright. I will execute any additional documents needed to verify your ownership of these rights.
Agreed: Date: ____________
Taking care of customers
The correspondence covered in this section will help you stand out from the crowd. It consists of communications that are optional, but smart. They keep you in touch with your customers and let them know you care about their needs and not just your own welfare.
Client satisfaction survey (post-assignment)
Background: A good way to please and retain customers is to ask them if they have any problems with your service or product that you can solve. Try surveying your customers to see if they are pleased. If they respond, thank them and pledge to remedy their complaints. Then make sure you do so.
Essential elements: This survey should give you information you need to better service your customers in ways that may be unique to your business. You can mail the survey or attach it to an e-mail as a writeable document that your recipient can complete and e-mail back to you. Areas of concern you might possibly survey include:
1. A rating for the quality of a specific product or service.
2. A rating for the overall quality of your company’s service.
3. A rating to compare the quality of the product or service with the fee.
4. An opportunity to comment on the good things about your product or service.
5. An opportunity to comment on the negative things about your product or service.
6. A space for the person’s name (this is optional).
7. Instructions on how to return the form.
Sample:
Dear Valued Client:
Would you please take a minute to complete and return this brief questionnaire to me? (Doing so is optional, of course.) It would help me serve you better—and ensure that you get the level of quality and service you want on every job. Thanks!
1. How would you rate the quality of the copy I wrote for you? O Excellent O Very good O Good O Fair O Poor 1 2. What overall rating would you give my copywriting services? I O Excellent O Very good O Good O Fair O Poor I 3. How would you rate the value received compared with the fee you I paid? O Excellent O Very good O Good O Fair O Poor 4. What did you like best about my service? 5. What would you like see improved?
Your name (optional): _____________________________
Company _______________________________________
Please return this form to:
48 Cooper Road Suite #2
Oak Ridge, NJ 07438
[If sending this form as a writeable document attached to an e-maiZ, instruct the reader to complete the form and e-mail it back.]
Referral of a lead to a client or colleague
Background: When you get a request you can’t handle, don’t just turn the prospect away. Instead, figure out who in your network can help the person. Then put the two of them together. The following sample shows you how to refer an opportunity in writing.
Essential elements: When you offer a client or colleague a referral, try to be very clear about the details so that the person can judge whether this is an opportunity he or she has the time and knowledge to take on. Include:
1. An explanation of what the project is, where the work is coming from, and the offer to pass it on.
2. The reasons why you thought this person or company would be right for the job.
3. More details on the job or the source of the project (if desired).
4. Instructions on what to do next.
Sample:
Dear Tom:
Harry Nerburg, the largest independent publisher of telecommunications magazines, has recently asked me to write a book about wireless voice and data applications. I cannot take on this project right now, but I thought it might be something you’d be interested in.
This could be an excellent way to further solidify your company’s leadership position in the industry (“the people who wrote the book”) and educate both service providers and end users on the variety and benefits of wireless voice and data applications.
Harry Nerburg is a reputable company that can offer you many opportunities down the line as well. They publish Computer Connections and founded WireCom Magazine. They are also the number-one publisher of telecommunications books (Telecom Books).
If you’re interested, give me a call and I’ll hook you up with the publisher over there.
Sincerely,
E-mail suggesting a substitute product
Background: When a customer orders a product, the easiest thing to do is ship it. But what if another product would better meet his or her needs? Taking the time to suggest the substitute, rather than automatically fulfilling the original order, is a value-added service your customers will appreciate. Because this communication can delay delivery of the order, it’s best to e-mail it.
Essential elements: Impart a friendly and helpful tone, not one reminiscent of a bait-and-switch sales pitch. Include:
1. An acknowledgment of the original order and its availability.
2. The suggestion that another product might better meet the customer’s needs.
3. A description of the substitute product.
4. A comparison of the substitute product to the ordered product in price, quality, and function.
5. A request for further instruction about the order.
6. Mention of a guarantee, if there is one available.
Sample:
From: Patricia Bakos <[email protected]>
Date: Wednesday, June 14, 20XX
To: Bob Donahue <[email protected]>
Subject: Your recent order
Dear Bob:
We do have the book you ordered, Career Planning Guide, in stock, and I’d be happy to send you 12 copies immediately for your outplacement program.
However, we’ve recently introduced a product that might be a better value for your program: Career Planner 1.0. This software package is an interactive version of the Guide. It includes spreadsheets for all the exercises in the book as well as a database for the job seeker to enter contact information for potential employers and networking leads. The software, which runs on Windows 95 or higher, comes with a companion book that is essentially an updated version of Career Planning Guide.
Career Planning Guide sells for $29.95 per copy, and Career Planner 1.0 is $49.95 for the book and diskette. But as the enclosed order form shows, our volume discount for software is higher than for books. So, for 12 units, your cost for Career Planner 1 .0 is only $37.95 per copy.
Let me know whether you want to order the book or the updated softwareand-book package. Your order is covered by our usual 90-day money-back guarantee, so there is no risk of any kind.
Sincerely,
[Automatic e-mail signature should appear here; see the sample signatures in Chapter 2.]
Vacation notification
Background: Customers depend on their vendors to be available to help them. When going on vacation, notify customers in writing, whether by e-mail or a printed mailing such as a memo or a postcard. (The sample provided is a memo; adapt it to your chosen format.) Send the notice at least two to three weeks in advance. Customers hate surprises.
Essential elements: The notice needs to be very specific about the dates of your vacation and how business will be conducted in your absence. Include:
1. The dates of your absence.
2. Your plans for keeping in touch with the office (if any).
3. How customers or clients can get in touch with you if necessary.
4. An invitation to talk before the scheduled departure.
Sample:
To: Clients
From: Regina Anne Kelly
Re: April schedule
I will be traveling and out of the office April 21 to 25. I will be in touch with the office via voice mail. (I will not be checking e-mail.) The office will be open during this period, and if you need anything, you can leave a voice mail for me at 123-456-7899, or call me directly at 123-456-7890. Let me know if you have any questions or need additional information before I leave.
Announcement of a new account representative
Background: Whenever customer service personnel change, notify customers immediately of the change. Be aware that in some industries customers tend to stick with a vendor regardless of who their representative is, while in other businesses (stock brokerages and so forth), customers commonly follow the person they’re dealing with and move their business to his or her new company. In the latter case, an immediate phone call to follow up on the letter (which can be sent via e-mail if the change will take place immediately) can help reduce customer movement and loss.
Essential elements: This letter must have a very positive and reassuring tone. If the replacement is due to any internal problems, keep this information to yourself. The letter should include:
1. The announcement that the account representative has left (you can state the reasons if they are positive).
2. An introduction to the new account manager that gives his or her credentials in brief.
3. Assurance to the customer that the high level of service he or she has come to expect will continue uninterrupted.
4. If possible, an arrangement for the customer to meet the new representative in person.
Sample:
Dear Mr. White:
Joe Carr has left our account management team to become a regional manager at our California office. John Newcomb will be your new account manager.
John has worked with us for 11 years in a variety of production-related positions and has a keen grasp of the technical aspects of our product line. We are pleased to assign him to your account, and I’m sure he’ll do an exceptional job serving your needs, especially when it comes to training operators and handling support matters. I have been working with John for several weeks to train him in your procedures and to bring him up to date on your account.
I notice you are signed up for our Advanced Process Management seminar for next month at the Hilton. I will attend and bring John with me. Perhaps we can talk and you can meet John in person over coffee in the morning or at the lunch break.
Sincerely,
Keep-in-touch reminder
Background: The more frequently and recently customers hear from you, the more likely they are to think of you when they have a need for your type of product or service.
Therefore, keeping in touch is not only a sales tactic for you-but also a service to the customer. A good example is the postcard your dentist sends that says, “It’s time to schedule an appointment!” The patients are reminded to get routine dental care to catch any problems early while maintaining good dental health. The dentist gets more appointments.
Periodic letters and notes to customers help keep your name before them and offer them a chance to update their literature files. This is the kind of letter that can be sent in any form you like: snail-mail, fax, or e-mail.
Essential elements: This is not a sales letter; try to make it sound friendly and helpful:
1. Open with a cordial greeting that states the purpose of the reminder to keep in touch.
2. Offer the customer something new: an updated catalog, product information, an industry news article, a business newsletter, and the like.
3. Give the customer an opportunity to ask for your product or service or information.
4. If desired, you can also give the customer an opportunity to be removed from your customer list.
Sample:
The Encyclopedia of Business Letters, Faxes, and E-Mail
To: Our valued clients
From: Bob Bly, Copywriter/Consultant, and Regina Anne Kelly, Writer
Re: FREE reprints and DVDs on improving marketing communications
This is just a cordial note to keep in touch and offer you a chance to update your files. We’d like to send you, abso!utely free, a selection of recent article reprints, DVDs, and copywriting samples. To get any or all of these items, just call or e-mail us. Or, if you prefer, you can complete and mail, e-mail, or fax the form below. [If mailing a standard letter, state your contact information here. If using e-mail, include a statement that directs attention to your e-mail signature, and attach the form as a writeable document that the recipient can complete and e-mail back to you.]
Thanks.
Bob Bly and Regina Anne Kelly
P.S. To discuss a potential writing assignment, call us at 123-456-7899. There’s no charge for a cost estimate, and no obligation of any kind.
Please send me the following free items:
Articles
__ “29 Articles You Can Use in Your Company Newsletter”
__ “Getting More Pick-Up from Your Press Releases”
New DVDs
__ 815-“How to Create Great Collateral”
__ 816-“What’s Working in Direct Mail Today”
Recent Copywriting Samples
__ Direct-mail packages—business—to—business newsletters, Internet-based services, directories.
__ Direct mail packages, consumer newsletters.
__ Call me to discuss a potential assignment.
__ Please remove my name from your valued client list.
Name _________________________________________
Title __________________________________________
Company ______________________________________
Address _______________________________________ City
State _________________________________________
ZIP Code ______________________________________
Phone ________________________________________
Fax __________________________________________
E-mail Address ___________________________________
Website _______________________________________
Being courteous
It’s always smart business to be courteous to your customers. Take the time to write any one of the following this week and watch what happens to your relationship with your customers!
New customer welcome
Background: A growing (although still not widely used) practice in business is to send a “Welcome Kit” to new customers. The benefits include increased customer goodwill and an opportunity to clearly communicate terms, conditions, ordering information, and other important information.
The kit can include standard documents (brochures, catalogs, labels, air-bills) as well as documents written specifically for the kit. The first of these is usually a cover letter as shown on page 164.
Essential elements: This letter is not a sales letter; it is a welcome letter that supplies information. It should include:
1. A thank-you for the order or business.
2. A referral to enclosed company literature.
3. An introduction to the area sales manager (if appropriate).
4. An open invitation to call for information or service.
Sample:
Dear Mr. Singer:
Thank you for your order last week. We’re delighted to be doing business with you.
To give you a better feel for who we are and what we do, I’ve enclosed our corporate capabilities brochure and latest purchasing catalog. On page 2 of the catalog, you’ll find our terms, conditions, shipping, and return policies.
Our sales representative serving your region, Joe Young, will contact you to set up an appointment. He can explain our product line more to your liking and answer any questions you may have.
In the meantime, if there’s anything I can do to help serve you better, please call me directly at 123-456-7890.
Sincerely,
Thanks to a customer for a referral
Background: We can tell you from personal experience that not thanking someone for a referral irks him or her. However, most people don’t even acknowledge the referrals you give them! When that happens, we assume the referral is not appreciated, and we are more likely to refer someone else the next time if an alternative vendor comes along whom we like and trust. To keep this from happening when you get referrals, use the simple letter that follows.
Enclose a small but tasteful gift as a thank-you for the referral. (When we thank someone for a referral to a writing assignment, we enclose an autographed copy of one of our books.) You should send the thank-you and the gift regardless of whether the referral results in an order. It’s the thought that counts, not the result.
Essential elements: This is short and sweet, but it packs a strong message:
1. Open with the details of the job you have been contacted about.
2. Acknowledge that you know that the person you’re writing to referred the work.
3. Explain why this referral is so pleasing to you.
4. Give your sincere appreciation.
Sample:
Dear Ilise:
Yesterday I received a big assignment from BWJ Advertising, and Gale Krashner, the creative director, told me that you were responsible for my getting the business.
I was pleased to get the project, Ilise, but even more pleased that you thought well enough of me to recommend me to Gale. Considering the source, it’s an endorsement of the highest caliber, and I appreciate it sincerely. Thank you.
Cordially,
Thanks to a customer for business
Background: A.L. Williams, the life insurance tycoon, once observed that “you beat 90 percent of the competition just by being competent.” Sales trainer Paul Karasik agrees: “Success means doing the little things exceedingly well.” One thing businesses don’t do nearly enough of is thank customers for their patronage.
It’s a small thing, but if neglected, it can cause a slow-burning resentment among good customers. Done properly and frequently, it can help you beat the 90 percent of competitors who don’t pay attention to these little details. The best time to thank someone for their business is immediately after they’ve given it to you. The recent communication makes the message seem fresher and more relevant.
Essential elements: This letter or e-mail can serve two purposes: It says sincere thanks, and it also reminds the customer of your special services or features. Include:
1. An upfront thank you for a recent order or patronage.
2. An acknowledgment of past business dealings.
3. Things you’ve done to ensure top-quality service or product.
4. A wish for future success.
Sample:
Dear Ms. Camico:
I want to thank you again for choosing the Atlantic Reef as your head-quarters during the five days of the Manager’s Conference. It’s people like you who make the hotel business rewarding and satisfying.
Of course, I know you didn’t choose the Atlantic just because it was the site of the exhibit hall. You have regularly booked the Atlantic whenever you have an event in our region, and of course we are delighted to have you do business any time you visit the coast.
To make each stay the best it can be, we strive to provide you with total support for all your event management needs. For instance, we didn’t add our new videoconference center just for your group’s executive board, but we were thinking about your need for videoconferencing when we made the decision to build it. I’m glad you found it so helpful in linking with your Swiss office on this trip.
I hope you had a good trip back to California and were satisfied with the CD duplicates of your breakout sessions made by Sound Enterprises.
Sincerely,
Message accompanying an article sent to a customer
Background: Regularly sending articles of interest to customers, along with a short note, is a great customer communication strategy. Your customers will appreciate the fact that you’re thinking of them. In addition, people like getting articles on topics related to their business. We have had many prospects and customers tell us that the articles we send are appreciated and made them think of us when they needed to buy what we were selling. The best articles to send are those by or about you. But any article related to the reader’s business, products, markets, or industry will be of interest. Try sending articles. It works!
Essential elements: This is neither a sales letter nor a request for business, nor is it an opportunity to pitch a new product. Rather, it is a random act of kindness that shows you are thinking about your customers and what they are interested in. Make it simple. You can attach your article to an e-mail as a link or a PDF and include:
1. A statement that says you saw this article and thought the reader might be interested.
2. A comment about why you know this is a subject of interest.
3. A wrap-up wishing the reader well.
Sample:
Dear Mr. Martin:
I saw the attached article in this month’s Business Magazine, and I thought it was something you’d be interested in reading. We’ve talked in the past about the difficulty resellers have when choosing a leasing company. This article gives a few very helpful tips. I hope you find it useful.
Best regards,
Letter accompanying a gift to a customer
Background: You want to make your customers happy. People like to get presents. By sending an occasional inexpensive and tasteful gift, you go a long way toward building goodwill—and your customers will fondly remember your name. A simple letter that accompanies the free gift is all that is necessary.
Essential elements: There’s not much to say here besides:
1. The gift is to say thank you.
2. You look forward to working together more in the future.
Sample:
Dear Ms. Roth:
The enclosed gift is our way of saying “thanks” for the business you gave Jane Edleman Associates last year. We look forward to servicing your needs in the future. Enjoy!
Sincerely,
Personal congratulations to a customer
Background: Although this is a book of business letters, not every letter a businessperson writes is about business. Addressing the personal side of a customer’s life on appropriate occasions is an effective technique for strengthening the bonds between you. This type of correspondence is intended for congratulating a customer on a nonwork-related achievement.
Essential elements: This has nothing to do with business, so don’t use it as an occasion to sell. Simply include:
1. The event warranting congratulations.
2. The fact that you’re impressed, happy, pleased, or proud.
Sample:
Dear John,
I read in this morning’s Record that John Jr.’s soccer team, the Screaming Eagles, won the East Division Title in Sunday’s game. Congratulations to John Jr. I’m sure he must be thrilled!
And congratulations to you too. I know how dedicated you are to being a team coach and the late hours you put in to accommodate this time-consuming activity around your busy work schedule. Although it’s an ef fort I do not duplicate, I admire it immensely.
Sincerely,
Customer survey letter and form
Background: One of the best ways to find out what your customers need is simply to ask them. The customer survey form is a good idea when you’re looking to add products or services to your line. When you send a survey to customers, you need to include a cover letter indicating what you are sending and its purpose. The following sample is a model letter to accompany your survey.
E-Mail Empowerment Tip
For the convenience of your customers, you might wish to send an e-mail message about the survey that contains a link for completing the survey online, if you have the technological know-how to do so. Your customers will appreciate your consideration of their time. In addition, you can improve the odds of getting a response to a survey if you offer a free gift in return for completing it.
Essential elements: You’re asking someone to give you their time, so ask nicely:
1. Acknowledge that you’re asking a favor.
2. Give the details about why you’re interested in the customer’s opinion.
3. Give instructions about how the survey should be completed and returned.
4. Flatter the reader by explaining why his or her opinion is so valuable to you.
Sample:
Dear Direct Marketer:
Would you do me a favor? Tell me about your wish list.
Right now, I’m planning a special half-day executive briefing called “Database and Direct Marketing: How to Double Your Response Rates This Year.” I’ll be inviting you and a select few other direct marketing professionals to attend this informative seminar without charge.
Before I finalize the program, I want to gauge your interest and find out which topics are most important to you. So, if you could please take a moment to complete the attached survey, it would be greatly appreciated. Please fax it back to me at 123-456-7890. [If using e-mail to send an Internet link to an online survey, direct your customers to follow the link and complete the survey online.] You are one of the best in this business, so I value your opinion. Your response will help me offer the topics that will be most beneficial to you and other direct-marketing professionals.
Sincerely,
P.S. If it’s easier, you can also respond by phone. Call 800-555-5555 and ask to speak to my assistant Philip Paine at extension 1234.
A simple survey
Background: The following short-form customer survey will give you an idea of the format to use in your own survey.
Sample:
Complete and return this form today:
1. Would you be interested in attending a special FREE half-day executive briefing, “Database and Direct Marketing: How to Double Your Response Rates This Year”? O Yes 0 No 0 Possibly
2. Which of the following topics would you be most interested in discussing at the seminar? (1 = low interest, 5 = highest interest)
Choosing mailing list brokers
List selection
Testing
Saving money with net-name arrangements
Merge/purge
NCOA processing
Database marketing
3. Other Comments:
Name______________________________________
Title _______________________________________
Company ______________________ Phone___________
Address _____________________________________
City ____________ State ZIP Code _________
Dealing with problems
If you have customers, you’re going to have problems. Dealing with these problems in writing is a good way to get down the facts and offer possible solutions. The following samples will give you a guide.
Negative commentary letter
Background: Sometimes a client or customer will ask your opinion, and your answer won’t be what he or she wants to hear. A letter or fax is a nonconfrontational way of presenting your response, without the awkwardness of a face-to-face confrontation. It also gives the person being criticized time to think about your comments and a response, rather than responding on the spot in a way that may be defensive, which may happen with e-mail or a phone call.
Essential elements: This letter needs to sound helpful not critical. Include:
1. A positive statement to open.
2. A statement about what’s wrong.
3. A detailed explanation (or list) of problems you see.
4. A suggestion for solutions and next steps.
Sample:
To: Harry Mostly
Via: Fax
From: Bob Bly
Re: New A&B-Shield letter
Dear Harry:
Although your A&B-Shield letter is very well written, I do not think it will work. Here’s why:
1. You are selling two separate things in one mailing: a Web-based upgrade to A&B-Shield, and a support program. You should sell one thing in one mailing. These offers should be promoted in two separate mailings.
2. The Web-based version should be positioned as an upgrade of the Windows product and should therefore be offered via mail order at a fixed price that represents some discount off the list price—that is, exist ing A&B-Shield users should get it at a deep discount of 50% or more.
3. The new Web-based version and the new partnership program are totally unrelated. I should be able to buy the upgrade for a fixed price, just as I bought my Windows version, by mail, without committing to a monthly partnership fee.
The partnership might work as a more formalized support program. However, that’s a separate mailing, and we would have to give much more value and benefits than outlined here.
Follow-up after not getting a customer’s order
Background: A good practice is to send a short note to customers and prospects when you do not get their order. Thank them for their consideration and then praise, rather than criticize, the decision they made. You can do this through e-mail, a fax, or a memo or letter.
This has several benefits. For one, it creates a professional image and is contrary to the sour grapes the customer might get from other suppliers (your competitors) who also didn’t get the order. At the same time, you can correct wrong impressions that may have led to your not getting the job. Even though you lost this sale, you can set the stage for repeat inquiries (and eventually, a new order) from this customer.
Also, if you know whom the customer has chosen, be sure to say something good about that firm. If there was a selection factor the customer overlooked or did not know about, let him or her know about it. Perhaps you’ll get called if the first supplier doesn’t deliver.
Essential elements: Don’t sound too disappointed—sound optimistic! Include:
1. A thank-you for the opportunity to bid (or give a sales presentation or proposal).
2. A statement saying you’re happy the customer found someone qualified to do the job.
3. Add a piece of additional information that would be interesting to this client.
4. Request to be given the chance to bid on another project.
5. A small piece of flattery.
Sample:
Dear Karen:
Thanks for the opportunity to bid on the Fergeson job. I’m glad you could find someone who can meet your requirements so quickly, especially given your tight deadline.
In the future, please keep in mind that we just became a dealer for a new supplier that manufactures a midrange product ideal for your work.
It isn’t the premium brand like the Insu-Range we normally use, but it fits your specifications and is 20 percent cheaper.
Please keep us in mind for your next job. We are always glad for the opportunity to send a bid to a quality company like yours.
Best wishes,
Announcement of a store closing
Background: Announcing the closing of a business is more than a formal courtesy. Often there is inventory, office equipment, real estate, or other assets that need to be disposed of. By selling them, the owner can pocket a handsome sum and avoid large losses.
The notification of closure letter can be used to promote the going out of business sale. An effective offer is to sell the remaining inventory and assets at a discount given to past customers and shoppers.
Essential elements: Whether you’re happy or sad about closing your business, this correspondence should convey good news to the reader. Make sure it includes:
1. The announcement that you’re going out of business.
2. If desired, the reason for closing.
3. The savings you’re offering to your customers.
4. Dates of sale and store hours.
5. Final closing day.
Sample:
Dear Preferred Customer and Friend:
Al’s Men’s Store is quitting business. And that means a sale with our best prices ever!
After 30 years, I am retiring, and we are having an absolutely incredible “going-out-of business” sale. Our entire inventory of men’s clothing is on sale during this huge discount sale. Even the store fixtures and equipment are for sale.
Unfortunately for me (but fortunately for you) our vendors could not cancel our last orders after we notified them of our closing. This new merchandise has been shipped, and we have to unload it fast! You will probably never have a chance to buy quality clothing in these brands and styles at these incredible low prices anywhere else, ever again!
You should not miss this event! Beat the rush and shop now! As a preferred customer, you have first choice of all merchandise at rock-bottom liquidation prices. If you have a friend or relative you want to share this opportunity with, simply bring them (and this letter) with you when you come to the store.
Our going-out-of business hours are Monday through Saturday, 10 a.m. to 7 p.m. This is a wonderful opportunity to save money. We’re ready to move merchandise. Everything must go (so I can go fishing in Florida).
Come now. This sale ends January 21, and then we close our doors forever!
Sincerely yours,
Response to a customer complaint
Background: One essential technique for ensuring customer satisfaction is to respond to complaints promptly and with genuine interest in solving the problem. The sample provided here is an e-mail that author Robert Bly sent to a client who wasn’t happy with an ad that he wrote for him and who wanted him to adjust the bill downward. As you can see, Bob Bly complied, but he also addressed the issue more broadly to prevent recurrence.
Essential elements: When you write to a customer in response to a complaint, you must walk the fine line between keeping the customer happy and being walked all over. Include:
1. An acknowledgment of the complaint and a statement about valuing your business relationship.
2. An explanation of how you perceive your obligation to the customer in this circumstance.
3. An explanation of how you perceive the customer’s obligation.
4. A request for agreement to avoid similar situations in the future.
5. A request for a response.
Sample:
From: Robert Bly <[email protected]>
Date: Wednesday, November 6, 20XX
To: Mike <[email protected]>
Subject: Deadline for XTH budget and forecast
Dear Mike:
Thanks for your memo. Obviously, I value our long-term relationship, and if you want to discuss an adjustment to this bill, I’m happy to do so. I do want to be clear about the conditions under which I work for clients. When you ask me to do an ad, letter, or other piece of copy, I guarantee your satisfaction. I do this by offering unlimited rewrites at no extra charge—something almost no other writer does. I can’t guarantee anyone’s satisfaction with the first draft, of course. But I can and do guarantee your satisfaction with the rewritten copy. It is my responsibility to listen and polish until you’re happy.
At the same time, it’s the client’s responsibility to let me know if he’s unhappy and to tell me where the copy didn’t meet his expectations. If a client doesn’t take advantage of my free rewrite service, they are then billed for the agreed-upon amount. If they later decide to have me revise, there is generally no charge, provided the request is made within a reasonable period of time. Does this sound like a reasonable way for the two of us to work together?
It would require that you let me know when you’re unhappy with something. In return, I will correct any defects in a timely manner to ensure your total satisfaction. Fair enough? Let me know your thoughts.
Sincerely,
Response to complaints about price increases
Background: The best way to avoid complaints about price increases is not to raise them too frequently (once a year is enough for business products and services) or too much at one time (no more than 10 percent per increase).
You may still get complaints because no one wants to pay more. At the same time, your customers know that prices on everything go up. Most will eventually accept this if it is patiently explained. Some will not, and with every price increase, you may lose the bottom percentile of your customer base to lower-priced vendors.
Essential elements: When you raise prices, you’re bound to hear complaints. Don’t just ignore them, use them as an opportunity to communicate with your customers and build goodwill. Make sure you include:
1. A note of appreciation for taking the time to complain.
2. An agreement that no one likes to pay more.
3. An explanation of why prices must go up occasionally.
4. An assurance that you work hard to keep prices affordable.
5. An offer to work with this person to find a way he or she can continue to afford your product or services.
Sample:
Dear Annette:
I appreciate hearing from good customers like you about our recent price increases on components and subassemblies.
No one likes paying more, and we do not raise our prices at a whim. But when the manufacturers whose products we stock and distribute raise their prices to us, we have to pass on at least part of that cost increase to you.
Our price increases are a result of Tension Tools and other major suppliers raising their prices across the board—from 10 to 20 percent or more, depending on the item. This reflects higher production costs they incur due to increased materials prices and higher standards. If you compare our prices with other distributors, you’ll find we are right in line and usually lower for the brand names listed above. Some of the biggest distributors can beat some of our prices on some orders. But as you know, our Total Supply Management Solution keeps your overall cost of goods lower when you buy from us in volume.
Our price per unit on Tension and other major brands is as low as it can be. If you need to cut component costs further, give me a call. Perhaps we can substitute compatible components from alternative manufacturers.
Sincerely,
Sample virus protection policy
Background: It is possible to lose a client if the client feels he or she may have received a computer virus from an e-mail you sent. We find that having a virus protection policy and giving every client a copy of it is a good measure.
Computer viruses can cause customers significant headaches and expense. By helping to keep their computers free of viruses, you are performing a valuable customer service.
Essential elements: If you perform a customer service that’s valuable to your customers, make sure they know about it. Explain to new and existing clients in writing the steps you take to prevent the files you send from being contaminated with viruses. Here is a sample antivirus protection policy you can send via e-mail, fax, or letter.
Sample:
To: All clients and potential clients
From: Bob Bly
Re: Our antivirus policy
Because I know we are all concerned about computer viruses infecting our online business relationships, my company has outlined a virus protection policy that I wanted you to know about so you can feel more comfortable doing online business with me. Take a moment to read the policy and then be sure to give me a call if you have any further questions or concerns.
Antivirus Policy
1. We make every effort to ensure that files sent to our clients are virus-free, but we cannot guarantee it.
2. We run Carumen 3.5 VirusScan, which is the most widely used antivirus program worldwide. 50 million people, 90 percent of the Fortune 1000, and 400,000 organizations use it.
3. According to Carumen, VirusScan technology has been shown in lab tests to detect virtually every virus. These include boot, file, multiparties, stealth, mutating, encrypted, spyware, and polymorphic viruses.
4. Because new viruses crop up all the time, we routinely upgrade our VirusScan program by downloading the latest versions from the Carumen BBS (bulletin board). We recommend that clients running VirusScan do likewise.
5. Even running the latest antivirus software cannot guarantee a virus-free file with absolute certainty, because of the new viruses that are constantly launched. Clients should run the most recent version of whatever antivirus software they use.
6. If you open a file we send you via e-mail and it contains a virus, it does not mean it had a virus when we sent it from our end: Files sent via the Internet can pick up viruses in transit.
7. The only 100-percent foolproof protection against receiving a virus is to request that documents be faxed instead of e-mailed. You can’t pick up a computer virus from hard copy.
8. If you have any problems with a virus in a file we send you, please notify us immediately. If you are having a virus problem in general, we can refer you to computer consultants who may be able to help.
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