Three Letter System

Letters are one of our most effective forms of communication. They are a direct communication to our customers. When someone requests to be put on the mailing list they are not just entered into the computer, but actually communicated with starting immediately. We have set up a system called the “The Three Letter System” to efficiently communicate to new prospective customers.

The Three Letter System is used on new people who have gotten on our mailing list by any means: left their name on the answering machine, sent us an e-mail, was referred by a friend or came in or called. This system is used to keep us in the front of the new person’s mind, especially if the person does not buy on the first visit or call.

If they buy on the same day that they came in then you don’t need to go through all 3 exactly as below. Just send the appropriate ones.

The Three Letter System

All 3 letters are written by the salesperson personally.

1. Letter One is mailed the same day the customer came in or called.

   When someone requests to be put on the mailing list they are entered into the computer immediately. The same day they are sent their first letter. You send a personal introductory letter that you personally sign. This is NOT done by an assistant but by the salesperson. The first letter is accompanied by the current year’s color catalog or current newsletter if there is no catalog.

   If the salesperson never met or spoke to the customer (as in the case when we got their info on the answering machine, by e-mail or by referral) then a call would be the first thing done. If we don’t have a phone number then go right to the first letter. If the new person comes into the store they may be given a color catalog/newsletter on the spot. If you have already given them the catalog/newsletter then enclose some other kind of promo with the letter. (What you include should relate to what they inquired about.)

2. Letter Two is sent three days after Letter One

   …if the customer hasn’t responded yet to Letter One. Letter Two is accompanied by the most recent newsletter (or a previous newsletter if they already got the most recent one). The mailing list for the newsletter is made up approximately the 20th of each previous month (i.e.: the mailing list for the May newsletter would be made on April 20th), so if a customer is entered on the 22nd of April for example, he wouldn’t get his first newsletter for over a month. So you send him the current one now.

3. Number Three is sent 3 days later.

   This letter includes a different recent newsletter.

Now Letter Two and Letter Three are not just computer generated letters. They are any follow-up letters which actually communicate. Make sure what is written to that customer applies to him or her specifically before sending it. If you don’t know their interests FIND OUT BY ASKING!

Remember that this system was adopted to give you a standard way to communicate with the customer, to ensure customers don’t get forgotten, and most importantly to get them to communicate back to you so you know what they want and can provide it for them. You can use the follow-up system in your computer to remind you to send these letters. The reason for spacing these 3 days apart is that if a person wants to buy they will usually buy within 2 weeks. We will miss out if we wait any longer.

It is a safe bet that if they are shopping around, they aren’t convinced you have the best item or the best price or LHFJ is the place to buy. It is also a safe bet that no other store is writing to them. This is your chance to stand out and develop greater trust with the customer, and of course sell them on you and LHFJ.

If at any time they do respond then continue with the appropriate communication – DO NOT CONTINUE TO SEND THE NEXT SEQUENCED LETTER IF IT IS INAPPROPRIATE. DELETE ANY UN-NEEDED FOLLOW-UPS THAT MAY CAUSE YOU TO SEND THEM ONE OF THE REMAINING INAPPROPRIATE LETTERS.

Follow up with the appropriate communication.

Summary

The Three Letter System keeps us in the forefront of the potential customer’s mind. The things you send them (catalogues, mailers, newsletters) increases desire. Your actual letter (the real communication) should increase the communication level between you and the customer and make them want to buy here.

Your willingness and ability to communicate along with the frequency of communication will determine your results with this system. If you want to improve your sales improve 1 or all 3 of these areas.