A sales cover letter is important because it gives a lasting impression to your employers or clients. It shows whether or not your product or service is good enough to be considered. The way you market and sell a product should show the quality and your confidence in it. With today’s competition, you have to have a cover letter that can make any client or importer check out your web site. A bad cover letter will definitely ruin your chances of landing a deal. Here are some mistakes that most entrepreneurs commit in writing a cover letter.
- A cover letter without the company’s website. It is true that not all importers or clients read the cover letter. But there are those who read it as well. Since you do not know whether or not it is needed, you might as well include it.
- Addressing the letter to “to whom it may concern”. Not putting a specific name on the address gives the impression that you are being lazy. This shows the client that you did not even have the initiative to name the person or the company you will have business with. It is important that you call or research about the company ahead and ask for the name of the manager or whoever is in charge. There are instances, however, when you cannot gather this information. For these cases, you can use the name of the company instead. This does not live up to using the name of the person you will have direct contact with but at least it is specific. And a well written sales cover letter should be specific.
- Try to focus on what your product can do for the company. Most inexperienced cover letter writers tend to commit the mistake of writing long paragraphs about the service or the product. Remember that your clients are in a business. They are after profit. You should show them that your product or service can contribute to the company’s success. It should not be an essay or a novel about the product’s history.
- Being vague on your wish for a meeting. Most cover letters end up with “I would be glad to hear from you”. A cover letter must be proactive. You should ask for a meeting. In fact you can even give a specific time frame telling your prospective client that you will contact them to arrange for a business meeting. With this closing in your sales cover letter, you are giving the impression that you are very willing to have business with the company.