Get this firmly in mind and then get the proper attitude toward the inquirer. There is a big difference between the original sales letter and the answer to the inquiry. You haven't got to win his interest now. You've got that. But you have got to hold it and develop it to the buying point. Your man has asked you something; has given you the chance to state your case. Now state it in the most complete, convincing way you know how.
Dear Sir:
We are pleased to receive your request for "Wilson's Accounting Methods," and a copy goes forward by today's mail. Do not fail to notify us if it fails to reach you within a day of the receipt of this letter.
Your attention is particularly called to the descriptive matter on pages 3 to 9, inclusive. We are confident that among the forty stock record forms there illustrated and described you will find a number that will save time and labor in your office. You will see that our stock forms are carried in two sizes—3 by 6-1/4 inches and 5 by 8 inches, the smaller size being furnished at $2 a thousand and the larger size at $2.50 a thousand, assorted as you desire.
Should you desire special forms to meet your individual requirements, we can furnish them to order, printed from your copy, on one side of linen-bond stock—your choice of five colors—at $3.50 a thousand.
On pages 116 to 139 you will find complete descriptions and order blanks of our special introductory outfits, ranging in price from $1 to $22.
We make these attractive offers to enable our customers to select outfits that can be installed at a very small cost, and we ship any of our stock outfits with the distinct understanding that if they are not entirely satisfactory they may be returned to us at our expense.
Under the liberal conditions we make, you incur no risk in placing an order, and we trust that we may be favored with one from you right away. By purchasing direct from us—the manufacturers—you eliminate all middleman's profits and are sure to get proper service.
Let us hear from you.
Very truly yours,
[Signature: Anderson & Anderson]