| Sample 42: | Selling a Substitute |
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Sindelar Corporation
16767 Bumble Bee Avenue
Logan, UT 84322-2000 801/555-9999 |
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| December 6, 20xx | ||
| Ms. Judith C. Sills, Purchasing
International Security 830 Romence Avenue Lexington, MA 02173-0830 |
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| Pace the reader's expectation, and stress a benefit. Avoid misleading the reader into thinking that he or she will receive the product ordered. | Dear Ms. Sills:
Your recent order for one dozen ink-jet color printers shows that you've been satisfied with the office equipment we've provided you in the past. Color printers will certainly improve the appearance of your business correspondence and reports, and the increased speed and efficiency of recent models will make life easier for all your office employees. |
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| Lead by beginning your explanation before the reader wonders why you haven't said that the product is on its way. Minimize and subordinate references to the original product. | In our continuous effort to provide only the best equipment at the lowest possible cost, we are now manufacturing and selling laser printers exclusively. Our customers have reported that they much prefer the increased speed, sharper colors, and greater reliability of the laser printers. While you may still be able to obtain Sindelar ink-jet color printers from AlphaMicro Warehouse in Boston (1-800-555-8000), we believe that you'll find our new color laser printers a better investment. | |
| Blend outcomes by selling the alternative as you would were you writing an invited sales letter. Use a brochure to provide additional information. Subordinate negative aspects, such as a higher price for the substitute. | Sindelar's Color 5000 represents state-of-the art technology. It will print flawless color at 2400 dpi at speeds of up to 12 ppm. The toner cartridge for black is separate from the color group, so your costs per page can be minimized. It has the longest duty-cycle on the market, requiring service an average of once every 2 million pages.
After you've read the complete description of the Color 5000 in the enclosed brochure and had the opportunity to examine the sample sheets printed on a Color 5000, we think you'll agree that the superior performance of our new laser technology more than justify the slightly higher cost of $369 per printer. These printers would be an excellent investment, providing you with high quality, reliable printing for years to come. |
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| Motivate by making the action easy. Make the reader's choices clear, but emphasize the benefits associated with the decision you would prefer. Taking unrequested action would be presumptuous. | Because we're so convinced that you'll prefer the Color 5000, we'll be glad to send you one on a trial basis. Our representative in your area could set it up and demonstrate it for you at your convenience, or if you have already decided in favor of the Color 5000s, I'll be glad to ship them as soon as I hear from you. Please call me at 800/555-6666 to let me know your decision. I will hold your check until I have heard from you.
Whatever your decision, Sindelar will always strive to bring you the best products at the lowest possible cost. For your convenience, we're sending a copy of our latest catalog by parcel post. |
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| Sincerely, | ||
| Dale Lukon
Assistant to the President enc |
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