INQUIRIES (AE)

 

Most sales begin with an inquiry. Since a letter of inquiry (also spelt: enquiry (BE) is usually the first in a business transaction, all the other letters are the logical result of it as the following diagram shows:

 

INQUIRY REPLY TO INQUIRY OFFER ORDER

 

Usually, an inquiry offers the recipient no immediate reward or advantage beyond the prospect of a future customer or the maintenance of goodwill. Therefore your inquiry must be worded in such a way that the recipient will respond despite a hectic schedule. To do this, you must make your inquiry easy to answer.

 

First of all, you should decide exactly what you want before you write. This should include specific information that you need as well as the course of action you would like your reader to take. Consider this request:

 

The recipient of this letter would be at a total loss to respond. Other than simply sending a brochure or catalogue, he or she could not possibly explain the advantages of the company's machines without knowing your company's needs.

 

Such an inquiry should include specific questions worded to elicit specific facts. Since the manufacturer of copiers may make dozens of models, the inquiry should narrow down to the type your company would consider.

 

Note how the revised letter makes it easier for your reader to respond. You have given a clear picture of what you are looking for, so the reader can determine which of the company's products might interest you. Moreover, by mentioning the REASON for your inquiry, you motivate your reader's response. Finally, by letting the reader know WHEN you intend to buy, you have encouraged him or her to reply promptly.

 

When an inquiry does not hold the prospect for a potential sale, you should make your letter even more convenient for your reader:

 

1) itemise and list the specific facts you want;

2) enclose a self-addressed, stamped envelope;

3) suggest a way in which you can reciprocate.