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