The document discusses the purpose and planning of sales letters. It outlines 8 common purposes of sales letters such as effecting direct sales, marketing new products, obtaining inquiries, and building goodwill. It also describes the 6 stages of planning a sales letter which includes getting knowledge of the product/customer/competition and emphasizing the chief selling point. Finally, it notes that consumer resistance can be broken down through a series of follow-up sales letters sent at periodic intervals.

1. Ms. Geetanjali Gitay
Assistant Professor
Sales Letters : Theory :2
Gokhale Education Society’s
S.M.R.K. B.K. A.K Mahila Mahavidyalaya, Nasik-5.
CC English (HL) & (LL)
T.Y.B.Com. Sem V
Unit 2

2. Sales Letter: 2
• In the last presentation about Sales Letters, we discussed:
• What is a Sales Letter?
•What is the difference between a Sales Letter and a Salesperson?
and
• AIDA Principle to be used while drafting a Sales Letter.
In this part we will see :
•Purpose of a Sales Letter
•Planning a Sales Letter
•Examples of Sales Letters

3. Purpose of a Sales Letter
A Sales Letter can be written for different purposes like:
1. To effect a direct sale.
2. To market a new product by arousing interest among potential buyers
3. To obtain an enquiry
4. To build goodwill after the transaction is over by stressing after sales
services.
5. To prepare the ground for the visit of the salesman.
6. To educate people about a new service or a product.
7. To expand the market for an existing product by promoting its advantages.
8. To arouse interest in the organisation itself and its future plans.

4. Planning a Sales Letter
There are six stages of planning a Sales Letter :
• Getting complete knowledge of the product or service, manufacturing
processes involved.
• Getting knowledge about the customer, his social and financial status,
age group, profession.
• Getting knowledge of the rival products and services.
• Emphasizing the Chief Selling Point of the product. E.g. low price,
durability, guarantee period etc.
• Deciding upon the “ appeal” to be used.
•Substantiation of the claim made in the letter, if possible, with samples,
reports, testemonials etc.

5. Follow-up Sales Letters
• Consumer resistance is often broken down not by a single Sales Letter
but by sending a series of such letters at periodic intervals.
• The timing of such letters should be carefully programmed.
• They should not follow close upon each other’s heels but should be so
paced that the article is completely forgotten by him.
• The follow up letters could be short ones or can be long enough to
point out additional advantages of the goods or services advertised.

6. Examples of Sales Letters
Source : Business Communication, Rai Urmila & Rai S.M. ,
Himalaya Publications, Mumbai (Fourth Edition).

7. Examples of Sales Letters