Tips for Improving Your Written Sales Communication

By Julie Thomas


Communication during the sales cycle is critical for our continued success. There are three modes of communication: face-to-face, telephone, and written. This month we are focusing on the written communication skills.

Good sales writing is one way to effectively communicate amidst all of the everyday information clutter. Organize your ideas more effectively and learn to become a more powerful, compelling communicator by writing and formatting attention-getting correspondence to prospects and customers.

Use Correspondence to Surround Personal and Phone Presentations

Most buying decisions are made between meetings and phone calls. Our sales cycle includes a communication history and business correspondence (including letters, emails and faxes) that will help keep you positioned with the prospect or customer. A memorable, well-written letter engages the reader and keeps you positioned first and forefront with your intended audience.

Use Customer Centered Words and Phrases

Speak to the customer and make your message relevant to them. The customer’s needs come first – remember there is no “I” in value, only “u”.

Your written communication should have a clear benefit for your customer/prospect. Avoid writing “I hope”, “I believe” and “I feel.” Capture your customer’s perspective with phrases like “you will achieve” and “your company will benefit from.”

Eliminate Unnecessary Words

Content and relevancy are what’s important, not the length. Make sure your message cuts through the clutter and fluff to ensure that your prospects and customers will read, understand and retain your message. Eliminate redundant words and phrases, reduce adverbs and avoid a passive voice.

Begin With an Empathy Statement to Encourage the Customer to Read On

Your opening sentence should engage the reader while creating interest and desire. You want to stand in your prospect’s or customer’s shoes as you articulate their needs, problems, goals and issues.

You want to start with a statement about the customer’s needs, problems and goals. Define the situation from their viewpoint and show them that you understand. Remember to keep it succinct – write three sentences that describe their issues as they relate to your products, services and capabilities.

Position the Content as a Customer Solution

Begin with a statement about the customer’s needs, problems and goals. Define the situation from their viewpoint and show them that you understand. Concise statements that capture the thoughts are best – write three sentences that describe their issues as they relate to your products, services and capabilities.

Link Feature Statements to Customer Benefits

Don’t forget that the features of your product or service are not what are important to your prospect or customer. It is all about the value or implication of what these features will do for the prospect. How does it address their problem and benefit them? List three features of your products, services or company. Next to each feature describe their benefits for your customer – using feature-to-benefit bridge phrases.

End with a Summary and a Next Step

End powerfully. Your last paragraph should summarize what you’ve outlined in your letter and provide a call-to-action.

Format the Text to Attract the Eye and Support the Message

Add visual impact to your letters, faxes and emails. Grab your reader’s attention by visually breaking up your correspondence with short paragraphs, indentations, bullet points, boldface or italics. Use a simple table or chart if it’s a better way of getting your point across.

Follow these tips for improving your sales writing skills and you will successfully position yourself to enjoy a distinctive advantage in the marketplace, while differentiating yourself in the eyes of your intended audience!