Pricing To Win
February 22, 2023
Schedule and Action Plan Development
February 22, 2023
Sales communications include any document sent to a customer that is designed to advance a potential sale. Effective written communications are customer focused, clear, concise, and well organized.
The purpose of each sales communication is to advance the sale to the next achievable objective, clearly supported by the benefits to the customer. Writers must be able to answer three questions:
- What is my purpose in drafting this communication?
- What do I want the reader to do next?
- What do I want the reader to know?
When sales communications fail, the writer often failed to answer the previous three questions. Clear and correct writing is an effective way to help customers understand you and accept your ideas. Poor writing causes confusion, potential distrust, and possible rejection of your ideas.
The most effective capture managers are sales professionals, like it or not. Hence, capture managers write, review, and approve sales communications to their customers.
Written communication includes letters, emails, texts, and other forms of communication. Never minimize the importance of your message based upon the mode of communication.
The process described for strategizing, organizing, drafting, and revising effective sales letters is similar to the approach recommended to prepare executive summaries and letter proposals. Both are specialized forms of sales letters.
Many types of written communications occur during a typical sales cycle. Note how the objective of each changes as the sale advances.
