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