| Here is an example of a business-to-business | | | | |
| sales letter mailed to auto dealers by a firm | | | | You hand cards like this to everyone whose |
| that markets gift cards that replace paper | | | | business you want to attract and whose |
| gift certificates. Anything in brackets [like | | | | loyalty you must keep. Walk ins. Be Backs. |
| this] did not appear in the letter but simply | | | | Looky-Lous. Current customers. Even former |
| appears to describe the mechanics of the | | | | customers. They all use the card to buy |
| letter | | | | products and services at your auto dealership |
| | | | only. |
| Author: Alan Sharpe | | | | |
| | | | You manage the program using a simple card |
| Target audience: General managers of auto | | | | reader hooked to a personal computer at your |
| dealerships | | | | dealership running our software. For an |
| | | | average auto dealership, the start-up cost of |
| Mailer: Sharpe AutoCards [a fictional company | | | | buying the system and operating it for one |
| for the purposes of this sample letter] | | | | year is less than $2 per car sold that year. |
| | | | |
| Purpose: Generate appointments for | | | | That's what the card does. Here's what it |
| salespeople | | | | does for you. |
| | | | |
| [MAILING ENVELOPE] | | | | Please read the brochure I've enclosed for |
| | | | the compelling specifics. You use the Sharpe |
| [Is 5 x 9 inches in dimension and has a | | | | AutoCards card to: |
| window, through which appears a portion of a | | | | |
| gift card, personalized with the prospect's | | | | 1. Close more sales by beating competitors' |
| name. The envelope has a teaser headline: | | | | discounts |
| Inside: A win-win-lose proposition for your | | | | |
| auto dealership.] | | | | 2. Boost your service department revenue and |
| | | | repeat business |
| [LETTER] | | | | |
| | | | 3. Multiply your accessories department |
| [Is 8 1/2 x 11 inches, copy on both sides] | | | | revenue |
| | | | |
| December 27, 2007 | | | | 4. Retain customers for years after the sale |
| | | | |
| Brad Carling, General Manager | | | | 5. Attract potential customers and increase |
| | | | traffic in your showroom |
| Tri-City Chev-Olds | | | | |
| | | | 6. Increase referral business |
| 123 Any Street | | | | |
| | | | 7. Increase revenue on the back end |
| Anytown OH 12345-9163 | | | | |
| | | | 8. Promote brand awareness of your dealership |
| [Right here, beneath the prospect's name, is | | | | |
| affixed to the letter a sample auto gift | | | | The Sharpe AutoCards system is up to five |
| card, personalized with the prospect's name, | | | | times less expensive than competing |
| and this headline: As you can see, this card | | | | offerings. Plus, you pay no transaction fees |
| has success written all over it.] | | | | and you don't have to buy any annual |
| | | | maintenance contracts. I call that a |
| Dear Mr. Carling: | | | | win-win-lose proposition for you, your |
| | | | customers and your competitors. |
| Go ahead, pull this amazing little card off | | | | |
| the paper. | | | | Use your card today to receive free coffee |
| | | | and donuts for four. |
| It's made of plastic. It costs you $2 to buy. | | | | |
| But it's worth the price of a new car, sold | | | | The gift card you are holding in your hand |
| off your lot. This card is worth the lifetime | | | | has been pre-loaded with $10 worth of coffee |
| value of a loyal customer. In sales, service, | | | | and donuts. Get a first-hand demonstration of |
| parts, accessories and referrals. And | | | | how the card works by inviting me to your |
| goodwill. And free word-of-mouth advertising. | | | | showroom for a complimentary consultation |
| | | | about the Sharpe AutoCards system. Hand me |
| Hold it in you hand for a minute, and think | | | | your gift card, I'll swipe it, process your |
| of your competition. Consider your revenue | | | | transaction, and hand over your free coffee |
| goals for the next quarter. Do you need to | | | | and donuts. Like the gift cards you'll use |
| increase your new and used vehicle sales? | | | | one day, this one can only be redeemed at the |
| Boost your parts & service department | | | | place of business on the card, which is to |
| revenue? Multiply your accessories department | | | | say, Tri-City Chev-Olds. |
| revenue? Retain customers after their | | | | |
| warranty runs out? | | | | When is a good time for us to get together |
| | | | for coffee and a chat at your showroom? Call |
| This card will help. Big time. It's a vital | | | | me at 123 456-7891 today and let's set up an |
| part of Sharpe AutoCards, a custom-branded | | | | appointment. |
| loyalty and gift card program that generates | | | | |
| revenue for your dealership. But first, how | | | | Yours sincerely, |
| it works. | | | | |
| | | | [signature in blue ink] |
| Take a look at the front of your card. As you | | | | |
| can see, you customize the card to match your | | | | Brad K Phillips, Director, Sales |
| dealership's brand image and visual identity. | | | | |
| Now turn it over. See that magnetic stripe | | | | Sharpe AutoCards |
| across the back? It stores information about | | | | |
| the card's dollar value and each transaction. | | | | © 2005 Sharpe Copy Inc. |