GUIDELINES
- When you contact a prospective customer through a mutual acquaintance, you should use a less formal tone. Use this opportunity to refer to your mutual friend. Tell the reader what he/she liked about your product or service. Also, list the benefits the reader can get by purchasing your product or service.
- State the name of the person who told you about the reader. Also, mention why you wrote this letter.
- Promote your products by giving some information that will interest the reader. Either you can give a few details to spark the prospective client's interest, or you can choose to provide detailed information.
- Discuss what the mutual acquaintance liked about your product or service.
- Ask the reader to contact you or offer to communicate with him/her yourself. Also, invite to answer any questions.
SAMPLE LETTER
[Address line]
[State, ZIP Code]
[Letter Date]
[Address line]
[State, ZIP Code]
[Subject: Normally bold, summarizes the intention of the letter] -Optional-
Dear [Recipients Name],
I was contacted by your friend, Mr. Mark Rhodes, a couple of days ago and he suggested that I send you a letter about our home theater system. He mentioned that you were looking for the perfect home entertainment products as you are no longer happy with the visual and audio systems you have installed in your home at the moment.
Turner Entertainment has all the best theater systems that you can imagine! We can put together a package that will suit your needs and preferences. You can choose the size of the television you'd like coupled with an audio system that you feel is best. Whatever you pick, I can guarantee you that all our products have the latest technologies and are the best regarding quality and affordability.
I think it would be worth your time to give our shop a visit. We have a branch on the third floor of Jupiter Shopping Center and one in 140 Helmsworth Circle NW. I am confident that what we have to offer will not disappoint you in any way.
We eagerly anticipate being given the chance to serve you! Thank you.
Sincerely,
[Senders Name]
[Senders Title] -Optional-
[Enclosures: number] - Optional -
cc: [Name of copy recipient] - Optional -
Sales letter sample using a referral for home theatre system.
Further things to consider when writing referral letters to consumers
Referral Letters
Referral letters are letters written to recommend someone for a job, review, consultation, or further action. Such letters are common in job application and can really help you stand out from the rest of the applicants and get noticed by potential employers. Hiring managers are more likely to look closely at applicants whom they share a mutual contact with. A referral can be a personal or business connection. He/she can be a friend, colleague, or an employee of the company in which you are interested. A good referral letter can help you secure an interview or job recommendation.
When writing referral letters, you need to know the people you are recommending well enough to bring the best of their skills, achievements, and character. State why the recipient should be interested in the candidate and how the candidate stands out. List the candidate's exceptional skills and qualities especially those that are specific to the position he/she is interested in, giving relevant examples. Write only complimentary but factual observations and avoid giving biased or insincere praise. Emphasize the key points that you want the recipient to note on the candidate's application. Close the letter with a positive call to action.
Letters to Consumers
Letters to consumers are letters sent to people who purchase goods and services in retail for their own use. These could be response letters from companies to respond to claims, requests, or queries from consumers. They could also be inform letters to notify consumers of the best products on the market or about the termination of a previously offered service. Letters to consumers are formal and are usually printed on the company letterhead. Depending on the issue and the nature of the content, the letters can be addressed to specific people or generalized for all consumers.
Letters to consumers usually follow all the rules of formal letters. First, the senders' and the recipients' addresses must be well stated and placed properly in the letter. Then, the subject of the letter must be clearly stated so that the recipient can quickly know what the letter is about even before he/she reads it. When it comes to the content, be concise but thoroughly discuss the subject. Mention any action the recipient is supposed to take and why this is important. If there are any enclosures, explain them briefly in the letter. Close the letter with your name, signature, and job title.
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