售對于企業(yè)來說可是個重頭戲。除了要把握各種交易會的機會、面對面的推銷外，還要尋找任何可能的機會，給那些潛在的客戶寫推銷信，讓對方對自己的產(chǎn)品感興趣，從而可能有面談的機會、交易的希望。
促銷信分為兩種：一種是直接推銷產(chǎn)品的信，另一種是答復(fù)對方咨詢產(chǎn)品的信。如何答復(fù)買方的咨詢我們前面已經(jīng)講過，現(xiàn)在我們著重要講的是直接推銷產(chǎn)品的促銷信。
和其他推銷方式比起來，促銷信成本低廉，還可以傳遞更多、更詳細的產(chǎn)品信息。下面是寫促銷信應(yīng)遵循的一些基本原則：
1. Emphasize the benefits rather than the features of the product or service.
2. Use active voice in picturing the reader enjoying the use or performance of the product or service.
3. Focus on one of the main appeals.
4. Subordinate the price, unless it is an obvious bargain, by mentioning it after most of the benefits have been listed.
5. Use a promotion piece (eg. An enclosed brochure) to illustrate the details of the product or service.
6. Specify the action by providing the ways of obtaining the product.
