A firm handling a line very similar to that of the firm which sent out the letter quoted above, always maintains the attitude that the prospect is going to order some time and its close fairly bristles with "do it now" hooks:
"Step right over to the telegraph office and send us your order by telegraph at our expense. With this business, every day's delay means loss of dollars to you. Stop the leak! Save the dollars! Order today!"
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Another unfortunate ending is a groveling servility in which the writer comes on his knees, as it were, begging for the privilege of presenting his proposition again at some future time. Here are the two last paragraphs of a three-paragraph letter sent out by an engraving company—an old established, substantial concern that has no reason to apologize for soliciting business, no reason for meeting other concerns on any basis except that of equality:
"Should you not be in the market at the present time for anything in our line of work, we would esteem it a great favor to us if you would file this letter and let us hear from you when needing anything in the way of engraving. If you will let us know when you are ready for something in this line we will deem it a privilege to send a representative to call on you.
"Trusting we have not made ourselves forward in this matter and hoping that we may hear from you, we are,"
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It is a safe prediction that this letter was written by a new sales manager who will soon be looking for another job. Such an apologetic note, with such a lack of selling talk, such a street beggar attitude could never escape the waste basket. The salesman who starts out by saying, "You wouldn't be interested in this book, would you?" takes no orders. The letter that comes apologizing and excusing itself before it gets our attention, and, if it gets our attention, then lets down just as we are ready to sign an order, is headed straight for the car wheel plant.
Avoid in the closing paragraph, as far as possible, the participial phrases such as "Thanking you," "Hoping to be favored," "Assuring you of our desire," and so forth. Say instead, "We thank you," "It is a pleasure to assure you," or "May I not hear from you by return mail?" Such a paragraph is almost inevitably an anti-climax; it affords too much of a let-down to the proposition.
One of the essentials to the clinching of an order is the enclosures such as order blanks and return envelopes—subjects that are sufficiently important to call for separate chapters.