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letter to prospective clients?
Hi,
Hoping for some advice on writing letters to prospective clients, firstly theres a few local companies id like to introduce to my new company. Having trouble finding a template to work from, and i dont want it sounding unprofessional, anyone done these before?
Secondly ive noticed a few ‘tired’ signs locally and id like to write to the owners of these offering to ‘re-vamp’ or replace there existing signage, basically wanna say “your signage is looking a bit old/weathered would you like it replaced” but without causing offence!! Or is the wrong way to go about it and simple introductory letter to get them thinking about there own signage more appropriate?
any advice appreciated.
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26 Replies
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dtg
Dont bother writing just knock on the door, people generally like to deal with people not letters, just introduce yourself and ensure you are speaking to someone who can make decisions in the shop/company or establish who that person is, if you cant speak directly to them then give them a call – trust me this works ive done it loads.
John :bigwink:
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I second that. It takes a few visits to get your confidence going if you’re not used to doing it, but visiting people gives much better results than writing.
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quote dtg:basically wanna say “your signage is looking a bit old/weathered would you like it replaced”Good idea, nothing like being direct! 😀 I’ll third what has been said, you can’t really beat personal contact. Getting your name about with business cards, leaflets etc etc is all very well, but when you’re pitching for work locally, a sales letter will find its way to a bin in most cases. When pitching to larger customers, I should imagine a well presented letter of introduction would do well, but Fred the Butcher or Jeff the Electrician is unlikely to be too impressed.
Humble opinion, door knocking can be an uncomfortable experience and quite disheartening, but provided you’re well presented, know what you’re talking about and get used to turning the ‘no’ to a ‘maybe’ then the ‘maybe’ to a ‘yes’, you’ll get more work than you can shake a weathered sign at! 😉 Providing you can also make nice signs as well mind you, but thats a gimme! 😀
Cheers, Dewi
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The thing with it is, it can lead to so much more. I once approached a bloke who was tiling a doorstep when I was walking the dog. Not only did I end up lettering his van, but he is still recommending me to people a year later. Even the smallest jobs can lead on to you getting some bigger stuff later on. Also, I found that even when a business were OK for signs they’ll usually accept a business card and keep it or pass it on to other business people they know. All contacts are good contacts and may reap rewards months later.
Put on your posh togs, scrub up and start knocking on doors. Try not to be too drunk when you do it. 😀
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100% agree!
Rather than waiting for ppl to give you business or come to you, going out and getting it is a whole lot more proactive. As Andy says, it can lead to more work, referals etc. but there is also the potential to order build. I’ve lost count of the number of times I’ve visited a customer’s shop or unit, initially only to quote for a small side sign, but walking away with a large side sign, a window graphic and a van job. If you’re on the ball with rough price guides, job time-scales and you can turn around a design for them later that day (strike while the irons hot and all), it’s relatively easy going.
Can’t remember which post I read it in (be somewhere in the back posts) but a classic way of pitching for a vehicle is to compare what the business you’re talking to has spent on a diddy yellow pages advert, compared with the lost advertising on their unsigned vehicle. Average diddy advert £300-£400, lasts a year and you have to look for it. Van, £250-£500, lasts minimum 3 years (longer than most keep the van) and providing its the right design, it’ll shove itself under peoples noses where ever the van goes! 😀
Cheers, Dewi
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A letter is indeed a great way of introducing yourself. However the letter itself is not good enough , added to that should be something that will make the recipient read it (like a sample or a freebie promotional item). The letter HAS to inspire confidence and be utterly professional.
What you have to do is define why you are better than the competition or what advantage there is to dealing with you and communicate it. This is vital – just being a new player in town is not good enough. Neither is going to great lengths to get the business a good thing either , like for example spending time on a new design for the tired sign and presenting that to a prospective client. whatever you do needs to be sustainable and free designs on spec aren’t when it gets busy. Your FIRST STEP has to be defining yourself!!!
Marketing should be an integrated thing , IE the letter , cold calling , a web site ,professional cards , community boards ads etc all at the same time. Our jobs as signmakers/writers is to increase the bottom line for our customers or get them more customers , so ultimately , how you do this for yourself is an indication of how well you will be doing it for them. Professionalism is vital , dont do cheap cards or cheap anything when trying to make a good first impression. No matter how small you are , think big.
Getting NEW customers is VERY VERY expensive , it is far far cheaper to get exisiting clients to use more of your services.Here’s the letter we sent out recently to our e-mail contacts
***********************************************Toker Bros have substantially expanded our range of goods and
services on offer. Not only do we have a marvelous new showroom and manufacturing facilitys , we also have a JHB branch. (Up-country customers please contact Sarel – see the website for his details under contacts)The easiest way to see where we have gone and what we do is to look at our website
http://www.tokerbros.co.za
We feel confident that our traditional quality, creativity and service combined with excellent pricing has something to offer you.
We are also offering our website on a CD for those of you that might not have the quickest internet access or just want to browse a little faster. Please just respond to this mail requesting a sample pack and CD (include a postal address)New Areas are
Large Format digital printing
Extended laser engraving
Large format Routing
Extended Signage Services
Manufacture and branding of Promotional items
New Awards and trophys (very extensive)
Stickers , Decals and Vehicle graphics
Display Systems
Domed labels
Improved and extended Badge range
Certificates and specialised printing
And our newest machine , a printer that can brand just about
anything (320mm x 450mm x 100mm thick) in full colour at unheard of prices!!We offer an integrated one stop service
Please don’t hesitate to contact us for anything else you require , our full manufacturing capabilities are at your command.
Regards
Rodney Gold****************************************
Just as an aside , we base out competitive advantages on quality , service , creativity and only THEN price.
When we do an actual snail mail mailing , we include a sample pack of our products and target a sector accordingly. We ALWAYS try to be specific in terms of to whom we address the letter , sending out a cheap form letter photostated is bad news. Even our e-mailed letter has specific adressing. Kepp it real short , sweet and simple and it will most likely get read. In terms of cold calling , we drop off a sample pack , a desk utility item the secretary etc can use + a Cd of our website and a introductory letter. This costs us big , however the results are more than worth it. We don’t worry about the head honcho getting it , we give it to the secretary even if we dont get an appointment to see the big boss… often the “lesser” workers are those that get to pass stuff onto the boss or actually make the decision on whom to use or contact for a price.
If you do cold call , calling without a portfolio or samples is bad news , in terms of a presentation of your services etc , make it a 5 min job , most business ppl will have a few minutes but not 1/2 an hour.
ALWAYS follow up on your cold calling , letter writing etc. A one time letter shot is not effective , you need to establish your co in their minds and the more that you can do this (without becoming a pain ) the better.We also have open days , targeting various sectors and provide samples , booze and decent snacks. These too are expensive but give great results.
Marketing costs money which HAS to be spent or accounted for in terms of what it costs you to do business , businesses like ours without marketing is like winking at a woman in the dark , only YOU know what you are doing.Explain to US HERE why we should deal with you…..as tho we were actual customers …often just doing so provides you with direction in terms of your actual marketing efforts.
Rodney
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thanks for all the advice, will have a think and draft up a letter. The idea of cold calling doesnt fill me with joy!! but will give it a go!!
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quote Rodney Gold:businesses like ours without marketing is like winking at a woman in the dark , only YOU know what you are doing.
Sorry to hijack, but that was an absolute classic! :lol1: :lol1:
Cheers, Dewi
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I totally agree with everything said here. But Rodney makes a good point.
Don’t go cheap! I did a mailout to my local businesses close to my office, and included a very good quality Fridge Magnet, although I referred to it as a Filing Cabinet Magnet in the letter.
I was not a cheap product, but it looked really good, and was full colour. I also invited them to give me call me if they needed any free advice on their next sign design.
I got one of my biggest customers from that one letter. They have spent $20,000 with me this year alone. They told me they thought they would try me based on my professional approach. The sign guy they used originally never offered anything for nothing. He didn’t even have a signed van.
Even now, in my local community, my Filing Cabinet Magnets are found everywhere. Best money I ever spent. I don’t have business cards anymore. My magnets are the same size, and are the perfect replacement. If I am onsite, I leave magnets on the outside of my van too. There is alway some missing when I leave a site.
The other thing to remember is that you should personally follow up any introductory letter within 3 days. After that, most people have forgotten you sent it.
As already stated tho, the best approach is a cold call. If you see a sign that looks bad, knock on the door and tell them you would like to offer your services to make it better. The key to this approach is that you should have a couple of ideas in your head already, and have a general thought as to how much you will charge.
The first thing a cold called person will ask is ‘how much will it cost’ or ‘what would you do to make it better’.
Finally, I get a lot of business just by being friendly. Say hello to everbody when you work on a job, people are always attracted to friendly tradesmen.
I have not advertised for business since 1996. All my work is referral. Some of the contracts I have got is simply by saying hello to others on site when I arrive, and goodbye to everyone when I leave.
The best thing about that is it costs nothing.
Hope this helps 😛
Shane
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thanks shane some useful things to consider, out of interest what type of magents are they are they printed aluminium? Or are they the clear perspex ones?
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Hi Mate,
No they are physically a magnet. .6mm thick (car magnet is .8 or .9) and they are the same size as a business card 90mm x 55mm.
The aluminium ones have usually just got a magnetic patch in the back. They are not very popular here.
The clear ones are more a business card with a bit of flair. They are popular here, but I feel the magnet isa better because it does not get lost in a card index. On the filing cabinet they always see it.
Cheers
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thanks shane, do you print directly onto the mag sheeting or apply printed vinyl? how do you cut them to shape?
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I buy them ready made from http://www.martinprint.com.au
Martin does all my contract printing work, and supplies all over the world.
He prints to a substrate, then laminates it over magnetic material, and then die cuts it as well.
All you have to do is send him your artwork in Corel or eps or ai and he does the rest.
I email him my file and then forget about any hassles. They take about 14 days to do, then he sends them to you by freight or post.
I did hear that a printable magnetic sheet is coming on to the market shortly, that will let you print directly to the magnetic sheets using a solvent printer, and then score it with the knife (on a print and cut machine ideally) and you will have your own ready made, any shape magnetic. Don’t know the cost yet, but I have already told the supplier to send me some when it lands in Australia.
Cheers
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Bizarrely I’ve been looking into making those Shane! 😮 I already have samples from Bismark here in the UK, although I usually buy my magnetic materials from Cherwells.
As I understand it there are a few ways they can be made, but the most direct is to have them stamped. The only downside is you’re limited to a smaller number of colours. It would be interesting to experiment with the PC60 and see whether that could print directly onto the magnetic…. watch this space as I blow several circuits in my poor ole Herman :lol1:
Cheers, Dewi
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Yes Dewi, Foil stamping as it is known here, is probably the cheapest option, but as you say, the colour limitation is its downfall.
I tried something similar with my old PC50 several years ago, but anyone that had a PC50 would know that I was flogging a dead horse 🙄 So darn slow 😕
I’d love to know how you go.
Cheers
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I’m going to test the foil stamping thing over the next week or so, but my knowledge of it is so limited at the moment, I know its a simple process but its baffling me! 😕
I ventured near the PC60 earlier today with some magnetic, but bottled out 😳 Problem is I need it for several jobs this week, so if it does blow up or develop strange habits, I’m cream crackered! 😮
Do you find they work well as a promotional item though? I was thinking of sticking them to vans, but I think I may have the odd strange look and the occassional thump 😉
Cheers, Dewi
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Dont mess wih magnetic directly on the PC60 , its a mission.
Far better to do it on white or clear and apply. The magnetic wont feed properly.
Foil stamping is simple and the costs of foiling are rediculously cheap (per item)
However your major expense and hassle will be to make the foiling dies, you need to find someone reliable and cheap to make em or do it yourself.
If theres a guy with a laser engraver near you he can do exceptional quality high temp silicon dies (its similar to making stamps on a laser). Silicon dies are high temp pretty hard rubber and are great for any surface that is not dead flat or smooth , they dont last as long as magnesiun , brass or steel dies.
DIY foiling dies aren’t rocket science either , similar to making a screen. You get a pre-coated zinc/magnesium sheet that has a photo sensitive coating. Print the graphic on transluscent vellum or something like that (600 dpi laser printer works well for that) , tape atop the plate , expose under UV , wash out and then etch the plate.
In terms of foiling , there are really only 2 variables , temperature and time you leave the stamp on the product you foil (dwell). -
quote Dewi:Do you find they work well as a promotional item though? I was thinking of sticking them to vans, but I think I may have the odd strange look and the occassional thump 😉
Cheers, Dewi
Dewi, I have no hestitation in telling you that the business card size filing cabinet magnetics (thats is a mouthful!) have been extremely successful for my business. It is now the only promotion I do.
I used to print note pads, but when they were used up, you have lost any more opportunity to keep your name out in front of people.
If the magnetis are good qualty, I’d hazard a guess that people will be less likely to throw them out. Different matter if they were cheap and nasty.
I am toying with doubling the size and putting a yearly calendar on them as well as my logo. But then, it only has a life of 12 months, whereas my normal magnets have no ‘use by date’.
Leave them on your vehicle. Some people may think you have ‘lost it’, but at least they will know who you are. Even if they refer to you as the bloke that leaves the magnets on his vehicle, at least they talk about you!! 🙄
Works for me….
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Hadn’t thought of printing onto vinyl, sounds daft, but I was thinking I should be printing directly to the magnetic material.
Rodney, the process you’re talking about, can I use negs printed on acetate? If so, have you any idea how to give the toner more intensity as when I’ve attempted negs, they appear very faded and fail when exposed to UV. A printing friend of mine told me I’d require a special type of printer to produce negs, but I thought I’d ask. I spotted a platemaker that does the whole process, price tag of about a grand, but working it out its equivelant to about 120 plates, so it might be a wise investment.
Shane, the calander idea is a brilliant one. As you say, gives them a shelf life, but its a valid excuse to contact the company at least once a year, even if its to update their calander. There is a company in the UK that makes the calander plate every year, its designed so you can print calanders on the reverse side of business cards. Combining it with the magnetic though and you have some useful B.C.S.F.C.M. (I’m not even attempting to type it all out :lol1: )
Cheers, Dewi
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I give all my customers a fridge magnet, printed vinyl stuck onto uncoated magentic sheeting and cut down – they cost pence to make and bring in repeat business time and time again.
Mark
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Dewi, I use laser film from Autotype called Delta film in HP 5000 – A3 laser printer for the use of making positive litho plates but it is ok for some screening work, to make the image very black I use an image enhancer from Imaging Direct, wipe it over the toner on the mat print side and then warm it (I use a hair drier) on the shiny side. I know this sounds like a wind up but you can see it going very black before your eyes, it also makes half tone dots crisper as well. You can use white spirit at a pinch but it is not quit as effective.
Alan -
Dewi,
The blockshop in manchester do plates for the hotfoil stamper so cheap it’s not worth doing yourself. I’ve got a hotfoiler with a load of bits and type and stuff which i keep thinking i should get rid of… the hassle of e-bay puts me off (although the merc sold on e-bay… Dewi knows what i’m talking about if he remembers). Anyway if you’re interested in the stamper email me and you can come and see it in action if you want.
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Hi
I like the idea of a different type of busines card.
We laser engrave and I would love to find a supplier of nice wood sheet or a credit card size anodised aluminium that we could then laser on to – does anyone have any ideas of suppliers ?
All the best
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stupid question here but what machinery do you need for hot foiling ?
what are the setup costs? and running costs?can you print onto anything ie pens mugs magnetsts etc?
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Have a look at http://www.hot-foil-stamping
There are suppliers for machines etc. on the site.
Cheers
Jim -
I laser engrave and laser cut all my own and my staff’s bus cards out of Romark Flexibrass (or thier marbeled stuff) – highly impressive , thin and it indicates EXACTLY what you do.
http://www.rowmark.com/Specifications8. … Columns=22
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