Using sales letters for your wholesale trading business

Published: 03rd March 2011
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Internet has superseded some older forms or techniques of marketing, but there are some tactics that have actually regained the significance with the coming of internet, sales letter is one of those tools or mediums. Sales letter is regarded as one of the oldest mediums of marketing, it also happens to be one of the most uncomplicated one. A sales letter is simple, straightforward; addresses the customerís needs and provides a call to action, thatís exactly the way marketing is supposed to be. Oh, and not to forget the ultimate advantage of being one of the most economical marketing tool, itís a pity many wholesale businesses arenít using this medium as effectively as they should be.

Sales letters are even more beneficial when you are operating in a B2B realm, doesnít really matter if you are a manufacturer, wholesaler, distributor, or any other kind of trade supplier. Manufacturers can write sales letter to wholesale suppliers or distributors, enticing them to trade in their products. Wholesalers or distributors can write sales letters to retailers or other businesses, and so on.

Remember that a typical sales letter isnít really intended for closing a sale, it is merely the first step, just like cold calling. Sales letter is a little different than leaflets or brochures; it doesnít need to be too decorative or fancy. That doesnít mean you should write a sales letter casually without any kind of forethoughts or planning. Ideally, a sales letter should be having a subject line, the body, and a call to action. The sales letter will not serve its purpose, in case any of these sections are not up to the snuff. The best thing about sales letter is that you can try different headings, styles, and body texts (since it doesnít cost you anything to try different styles, formats or layouts), in the end you can continue with the one that brings the best results.

Sales letters that target end users are slightly different as compared to sales letters intended for businesses. When writing a sales letter for a wholesale, retail, distributors, or any other kind of trade businesses, remember that it must be having some figures to back up your claims and testimonials from other businesses. You can also draw attention to the profit margins, since most of these businesses (e.g. wholesalers, retailers, and distributors) will be buying with the sole purpose of reselling for profits.

William King is the director of Distributors, Wholesale and UK Distributors. He has 18 years of experience in the marketing and trading industries and has been helping retailers and startups with their product sourcing, promotion, marketing and supply chain requirements.

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