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Sales Training Tips:

Selling Skills Training Tips - Using Sales Letters to Solve Issues in the Marketplace

Sales letters provide information to consumers and organizations about products and services of which both groups might be unaware. It's a service to the marketplace. Without this service, consumers and business might miss out on things that could be of value to them. And yet, how often are these letters simply glanced at and tossed into the garbage?

That's the luck of the draw. If the sales letter has no connection to us, or what its offering doesn't spark our interest, we'll disregard it. At best we'll put it aside for review at a later date, like so many companies who accept resumes then file them away for posterity, never to be seen again. Second best is a trip to the recycling bin. Worst is tossed into the garbage.

What is it that makes a sales letter of interest to us? The answer is equally straightforward. Sales letters solve a problem we have, or an issue that's been bugging us, or it tells us of a book that we'd love to read, or a video we'd really like to watch. In seminars, one of the first things I tell students when they're discussing the development of sales letters for their business, is this. "What is the problem or issue or opportunity in the marketplace that your product or service is designed to solve?" It is that simple, yet so many students are challenged by the concept. They are unable to define the problem in the marketplace.

So here you are, the new entrepreneur, or the new non-profit CEO, or the VP of sales and marketing and you cannot define what marketplace issue this new product or service will resolve. Quick example. Suppose you've put in a new lawn at your house. It's a great lawn but it has a couple of drawbacks, namely two long but narrow grass pathways. A regular size mower simply won't do the job. It will either run into rocks on one side of the path or decapitate flowers on the other. The problem in the marketplace is that you, like many other people, have areas too difficult to cut with a regular mower.

The smart manufacturer of such mowers is not going to say in a sales letter that "we have a variety of mowers for every kind of job and that it's lightweight and easy to handle and comes with a 5 year warranty." Instead that manufacturer is going to address the problem in the marketplace. "You know those narrow grass pathways, those awkward grassed areas in your garden that have always been a problem because they take so much time and effort to cut. Well, we have the answer for you. It's our new..."

The sales letter for this new mower is informative. If it doesn't interest the consumer it will be tossed out. The litmus test is whether it addresses the marketplace issue for which consumers and/or organizations need resolution. If you are about to develop a sales letter for your product or service, make sure you can identify the issue or problem in the marketplace.

Source: Neil Sawers link

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