Career Development

How To Write a Letter Offering Your Services to a Client

February 22, 2021

If you want to sell a product or service to a prospective client, you may need to send an offering services letter. You can send an offering services letter in response to a specific solicitation by a client or as an unsolicited contact. Clients may receive many letters offering services, so it's important to make a strong impression with your letter in order to make a sale. In this article, we discuss what an offering services letter is, explain how to write one and provide a template and example to use as a guide.

What is an offering services letter?

An offering services letter is an appeal to a prospective client to sell a product or service that you are providing. The letter may be in the form of a physical letter, though in the modern business world, it is often an email. Although the ultimate goal when sending out a letter offering your services is to close a deal with the prospective client, it is usually used as a first step as opposed to an all-inclusive pitch.

When writing a letter offering your services to a prospective client, the goal is to establish enough interest that they are willing to hear a complete sales proposal. A properly crafted offering services letter is succinct and respectful of the recipient's time while also providing enough information that they can see why the product or service you are offering is worth consideration.

Related: How to Write an Effective Sales Email

How to write an offering services letter

When reaching out to a potential customer, a letter offering your services is a valuable first step. Here is what to do when crafting an offering services letter to maximize your chances for success:

1. Consider whether the letter is solicited

Letters offering a service can be broadly categorized into two groups, solicited and unsolicited, and each requires some adjustments to your approach in order to get the best results.

When sending a solicited letter, you are responding to an open sales request, replying to a direct request for more information or otherwise reacting to an initial indication that the client is interested in a product or service and seeking the best provider. In these circumstances, you do not need to explain why the company needs your service and can instead focus on why you are the best choice to provide the service they seek.

With an unsolicited letter offering service, the potential client has not expressed a need for your service or product, and you are instead reaching out because you think they would benefit from working with you. In these situations, it's important not just to explain why you are offering a great product or service but also specifically why the individual or company receiving your letter needs that service in the first place.

2. Research the potential client

When offering services in a business-to-business setting, the ability to research the companies you reach out to is a valuable tool. Taking time to get to know the potential new client before contacting them allows you to customize your sales pitch and increase the chances of appealing to the customer. For example, a search engine optimization expert reaching out to a local business can significantly improve the impact of their pitch by identifying important keywords that the business is not ranking highly on.

The more targeted an offering services letter is, the more effective it will be, but the more time it will take as well. When sending out letters offering service to multiple companies, it's important to find a balance between how much time you spend on each letter and how many total letters you can send in order to get the most total conversions.

3. Choose a subject line if using email

When sending a letter offering services via email, choosing the right subject line can mean the difference between making a sale and your email going unopened. When sending an email in response to a solicited request, make sure to note this in the email's subject line. A simple subject that states which project you are pitching for can suffice. For example, you might write, "Re: Pricing Quotes for Parking Lot Resurfacing."

For emails that are not solicited, the subject line needs to appeal to the reader by catching their attention and quickly laying out a reason for them to read the rest of the email. Often, this means an eye-catching phrase and a small pitch for why your email is important. For instance, you could say, "Your Business Is Missing Out on Customers Every Day!"

4. Introduce yourself and your company

Often, an offering services letter is an initial form of contact between you and a potential client. When making first contact, it's important to introduce yourself and the company that you work for. Keep this section brief, providing just enough information to explain who you are and mention one or two brief facts or statements that demonstrate credibility. Some strong elements to consider using for this include how much experience you have, the number of clients you have assisted and any well-known clients you have worked with in the past.

5. Describe the project or problem

The core of sales consists of identifying a problem for a potential customer and then explaining why your product or service is the solution to that problem, even if the client didn't know it existed before your contact. With a solicited email, this can be accomplished by acknowledging what the pitch request was for and explaining how you can help solve the problem for the potential client. With an unsolicited email, you must first address why they need a professional providing your product or service before explaining why you are the best option for them.

In both cases, it's important to be direct and to the point. While this is likely to be the longest section of your letter, it should still be no longer than one short paragraph in most circumstances. Focus on the most important and impressive reasons to work with you, and save in-depth discussions about how you will achieve those goals for any follow-up conversations.

Related: How to Make a Sales Pitch

6. Answer any questions posed

When responding to a solicitation for proposals, it's important to check the listing for any specific notes or questions from the prospective client. Often, a posting will ask for information such as a price quote, schedule estimate or prior experience. Ensure that you provide answers to any questions posed by the prospective client to maximize your chances of earning the opportunity.

7. Consider providing a quote

Even if you are responding to a solicitation that did not request a quote or sending an unsolicited letter offering your service, providing an attractive quote or offer is a great way to raise your prospective client's interest. While you should avoid giving a complex breakdown of multiple options or the intricacies of a deal, as this can lengthen your email unnecessarily, a brief note presenting your most appealing pricing options can serve as a hook to entice follow-up from the recipient.

8. Include a call to action

The primary goal of a letter offering your services is to further your relationship with the recipient in order to make a sale. You should always include some form of a call to action to serve this goal at the end of the letter. For simple pitches, this can be a direct request for a sale with a link or phone number where they can make a purchase.

For more complex pitches that are too long for an initial letter, include a statement encouraging them to respond to hear more or ask any questions they have. This small note encouraging a response can help convince a prospect to reach out.

9. Edit for brevity

Most professionals are more likely to read a brief email than a long one, particularly if your sales pitch is coming in unsolicited. After you have completed your letter, reread it with a focus on identifying any areas where you can trim the content down to make it more direct without sacrificing any important details.

10. Initiate a follow-up campaign

When sending a letter offering your services to a potential customer, you may not receive an immediate reply. Following up is a great way to reestablish contact with the client and potentially turn a non-sale into a conversion.

For a solicited pitch, send a single follow up a few days after submitting your pitch letter or after the designated pitch period ends. Note that you are reaching out to see if they are interested in moving forward and asking if there are any questions you can answer.

For an unsolicited pitch, such as a sales plan through a mailing list, a series of emails with increasingly large gaps between them allows you to put your company before the potential client multiple times in the weeks that follow. When sending a series of pitches, each new email should approach the client from a new angle, such as promoting a new feature or offering a different deal.

Related: Q&A: What Is Email Marketing?

Offering services letter template

Follow this template to create your own offering services letter:

[Your name]
[Your company]
[Your phone number]

[Date]

[Recipient's name]
[Recipient's company]
[Recipient's mailing address]

[Appealing subject line, if sending an email]

Hello [recipient],

My name is [your name], and I am a [your title] with [your company]. I am reaching out to you today to discuss [the problem you are solving for the company].
At [your company], we [display of experience], and I would love the opportunity to show you how we can help your business grow by [brief pitch for your product or service].
I'd be happy to answer any questions you have about how we can help you, so please respond here or by phone at [phone number] so that we can discuss your needs and build a plan that works for you.

Thank you for your time,

[Your name]
[Your position, optionally]
[Your company]

Offering services letter example

This sample letter offering services to a client can serve as a guide to help you write your own:

Terry Johnson
Baltimore SEO Solutions
555-123-4567

January 10, 2021

Pat Smith
Smith Brothers Martial Arts
123 Lancaster Drive, Baltimore, MD

Dear Pat,

My name is Terry Johnson, and I am a search engine optimization specialist at Baltimore SEO Solutions. I'm reaching out to you today to discuss how I can help your gym expand its reach and find new customers.
Baltimore SEO Solutions has been a leading online marketing firm for over 10 years, and I have specialized in working with gyms to organically build their online presence for over five years. With my techniques, I can help you rank at the top of all your primary keywords in the Baltimore area.
If you think your gym could benefit from my help, I'd love to answer any questions you have. Feel free to respond by email or call or text me at 555-123-4567, and we can schedule a consultation.

Looking forward to hearing from you,

Terry Johnson
Baltimore SEO Solutions

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