Suppose you had responded to an advertisement from a manufacturer of forged steel valves and requested more information. How would you react to this reply?
Chemical Equipment magazine has informed us of your interest in our line of valves for the chemical process industry.
Enclosed please find the literature you requested. We will await with interest your specific inquiry.
Sales Manger XYZ Valve Corporation
That letter doesn’t call for action, build trust in the letter writer or tell the reader why he should want to buy valves from XYZ. There’s no salesmanship in it, just a blunt acknowledgment that an inquiry has been made fulfillment package that should help move the sale along will not.
The tragedy is most letters mailed to fulfill business/industrial inquiries are just about as bad. Too many marketers trea...(register to read more)