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:

I nquiry 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:

Dear Sirs,

Please send us information about your office copiers so that we will know whether one would be suited to our type of business.

Yours truly,

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.

Dear Sirs,

We intend to purchase a new office copier before the end of the fiscal year. We would like to consider an RBM copier and wonder if you have a model that would suit our needs.

Our office is small, and a copier would generally be used by only three secretaries. We run approximately 3,000 copies a month and prefer a machine that uses regular paper.

We would also like to know about your warranty and repair service.

Since our fiscal year ends June 30, 19--, we hope to hear from you soon.

Sincerely yours,

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.

Dear Mr. Greenbaum,

I am taking a course in Principles of Advertising at Smithville Community College in Smithville, Ohio, and am doing my term project on the ways in which American automobile manufacturers are now competing in the small car market.

I would therefore greatly appreciate your sending me the following specifications on the new RX-7:

1. Fuel economy statistics

2. Technological advances (such as steering system, brake system, and engine capacity)

3. Available options

I would also find it very helpful if you told me in which magazine (or other mass media) you began your advertising campaign.

I am certain my classmates will find this information extremely interesting. I will be sure to send you a copy of my report as soon as it is complete.

Respectfully yours,