Question

Topic: Advertising/PR

Business To Business Sales Letter For Services

Posted by Anonymous on 1/7/2011 at 9:03 AM ET 500 Points
I am the owner of a swim school that provides at home and housing community pool swimming lessons to four large metropolitan areas. I would like to write a letter to planned housing communities, homeowners associations and private clubs to solicit our lifeguard and swim instructor services (business to business). At this point we have only tapped into the business to consumer market so I am unsure how to go about this...

Here are the main points I would like to include:

* Our swim school only recruits the best swim instructors in the industry with these minimum qualifications: Red Cross Water Safety Instructor (WSI), CPR/First Aid, Lifeguard training, 3 years minimum experience, and a background in child development.
* We’re members of the United States Swim School Association, a national body of integrity-based professional swim schools, and we’re fully insured.
* Provide exceptionally experienced, nationally certified, insured Lifeguards.

Benefits for them:

• Offer private, semi-private swim lessons, and parent & baby lessons for your community members with the primary objective of teaching students to be safe in and around the water.
• Convenient and potentially life-saving service for your residential community.
• Instructors and Lifeguards are covered through our liability insurance.
• Provide residents with the best, most experienced swim instructors and lifeguards.

Could also include client testimonials.

Thank you!
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RESPONSES

  • Posted by Gail@PUBLISIDE on 1/7/2011 at 10:44 AM Accepted
    You've got all of the important information outlined... now you just have to create a one-page letter that allows people in these communities to grab the information quickly. You've got a great start with bullet points.

    Use testimonials in the letter, either within the copy or at the end of the letter. Make it look good and read well!
  • Posted by CarolBlaha on 1/7/2011 at 5:15 PM Accepted
    A letter as you describe is just too passive. And your return on direct mail average is 1.5%. Is that what you want?

    In biz to biz, you have to get out from behind the desk and make personal contact.

    Add health clubs to your list. There are a lot of personal trainers out there, but few swim trainers. Do personal training for your segment of a triatholon.

    Planned communities at the planning stage isnt' a group to hit at this point. They have no homeowner association yet, or home owners for that matter. It's good info to future calls, but it's way too premature.

    Property mangers, and don't forget the over 50 communities. That is a very social group always looking for (and has the time and money for) new skills.
  • Posted on 1/7/2011 at 8:13 PM Accepted
    CarolBlaha is right, as usual. This is not a sale that will be made via email or direct [hardcopy] mail. You need to get out there and talk to your target audience.

    What you may need is the one-page leave-behind so they can remember everything you told them and relay that info to someone else.

    You might use a letter to let people know you'll be calling to set up an appointment, but usually you're just better off calling right away. That lets you make a personal connection and gather more information before the actual sales call.

    As with any sales call, you should research each contact before the meeting so you can bring something of value to the meeting, not just show up and beg for work.
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