Compared with large customers, small and medium-sized customers purchase less, so the salesperson should write customer development letters in a different way. If the customer is the boss himself or a family member, he will usually pay more attention to the discount, and the salesperson should give the preferential conditions directly; if the customer is a purchasing manager, he will also pay attention to the corresponding responsibility and weigh the cost and risk. The salesperson should try to provide them with more auxiliary explanatory materials, such as product certification, to reduce the risk they need to bear. In addition, the salesperson should pay attention to the market segmentation positioning of small and medium-sized customers. Some small and medium-sized customers are positioned at the high end, and some small and medium-sized customers are positioned at the low end. Then, the supplier qualifications and products they pay attention to are also different. Those who are positioned at the high end will pay attention to the quality and product differentiation; while those who are positioned at the low end will pay more attention to the price and have low requirements for the style.
After knowing the customer’s interests, the advantages of their own company and products, and how to arouse the customer’s strong interest, the salesperson should consider who to send this letter to. Finding a specific contact person will double the success rate of customer development letters. It is recommended to search online first for purchase manager, buyer, general manager, merchandiser, etc. + @client company name.com. It would be best if you can directly find the contact information of the purchasing manager. If you cannot find the purchasing manager, then you can also find any contact person in the client company, and the success rate is also very high.