Sales Letter for my offline business - Is it ready to mail?
I am starting up a new high end membership program for my auto repair business. The last few weeks have been spent polishing up my sales letter and I would love some expert eyes to check it over for me.
I have very thick skin so if you find a lot of issues with it please tell it like it is. I only care that my customers will respond favorably to my offer.
My customers are primarily women with decent family incomes who are very loyal to my shop. This letter is only being sent to my top 20% best customers.
What do you think???
How a common quick lube mistake just made car care better, faster, cheaper and easier for you.
You are receiving this letter for two reasons. I want to thank you for helping us achieve an important anniversary and I have a huge announcement that is going to transform the way you think about car care.
On July, 11 2010 Everest AutoWorks will be 5 years old! This is a significant milestone for our business. You, our loyal customer, have been the single most important part of our journey. Thank you so much for trusting us to take care of you over the years. We have met so many wonderful people and have been able to help thousands of customers take better care of their vehicles over the last 5 years.
From day one our primary goal at Everest has been to provide honest and reliable car care for women and their families. By voting us the number one auto repair shop in Delaware we believe our customers appreciate our fair and honest service and high quality work.
Car care is our passion in life and your loyalty allows us to do what we love every day. We thank you from the bottom of our hearts for letting us keep your vehicle safe and reliable.
Sadly, a handful of my customers have had some pretty horrifying experiences at various quick lubes over the years. It is upsetting to think that years of meticulous car care can go down the drain in the blink of an eye. Most of our major engine replacement jobs immediately follow a visit to a quick lube. The reason this happens is simple: giving a teenager a wrench and telling him to do an oil change as quickly as possible is a recipe for disaster. This unfortunate scenario leads to common mistakes like loose drain plugs, forgetting to refill the oil or, believe it or not, forgetting to drain the old oil and adding 5 additional quarts of oil to the engine!
My last customer to be devastated by a chance visit to a quick lube said something that really opened my eyes to the way I approach car care. She essentially blamed me (somewhat lightheartedly) for not making it impossible for her to take her vehicle to another shop. Her exact words were "You need to figure out a way to make it impossible for me to even think about having my car serviced someplace else." Her statement hit me like a slap in the face. It was the good kind of slap to the face that wakes you up and changes your perspective on things.
I accepted my customers challenge to find a way to make it impossible for my customers to consider going else where for automotive service. And this is what I came up with...
Without further ado I introduce you to the most exciting thing I have been involved with since Tonya and I opened our shop with you 5 years ago:
Elite Car Care 2.0.
This is an invitation only and all inclusive car care annual membership that takes the old slogan "Membership has its Privledges" and cranks it up to 11! Here are the benefits that Elite Car Care 2.0 Members will receive:
Features and Benefits for Elite Car Care 2.0 Members
All inclusive car care - from now on ALL maintenance, ALL repairs, ALL diagnostics and ALL towing are included AT NO FURTHER COST TO YOU!
INCLUDED: all oil changes (regular or synthetic), all system flushes, major tune-ups, timing belts, tire rotations, alignments, AC recharges and even wiper blades.
INCLUDED: wear and tear items such as brakes, tires (yes I said tires!), batteries, drive belts and clutches.
INCLUDED: all repairs such as blown radiators, leaking water pumps, power window motors and regulators, seized AC compressors, dead alternators or starters, bad power steering pumps, loose ball joints, sloppy hub bearings, etc., etc., etc.
INCLUDED: check engine light diagnostics, ABS and air bag system diagnostics, and electrical diagnostics.
INCLUDED: towing service within 10 miles of the shop.
Elite Car Care 2.0 Members will:
Save Money: average savings of almost 20% off normal car care expenses.
Easily Budget: know exactly how much you will spend on their vehicle every year.
Worry Less: stop stressing about that strange noise under the hood or that pesky check engine light because members get it diagnosed and fixed for no extra charge.
Save Time: 3 visits per year and all your vehicles needs will be taken care of AUTOMATICALLY!
Be Better Prepared: Should something unexpected happen to your vehicle Everest will take care of it quickly and painlessly at NO FURTHER COST!
Increase Value: perfectly maintained and repaired vehicles are worth more and are easier to sell.
Exclusivity: Only select Everest customers are eligible for this membership. This is an INVITATION ONLY program.
Right now you are probably wondering how much a membership like this will cost you and this is the part I am most excited about! Elite Car Care 2.0 Members will pay one annual membership fee per vehicle and THAT'S IT!
Domestic/Asian Vehicles: $995 annual dues per enrolled vehicle
European Vehicles: $1395 annual dues per enrolled vehicle
For the price of 2-3 car payments a year members can take perfect care of their vehicles and be prepared for just about any surprise.
This offer is being extended to 600 hand picked customers but because this concept is so new we are limiting initial enrollment to only 200 members. Each customer was selected based on their loyalty to our shop over the years and their personal interest in taking good care of their vehicles. A program like this cannot work if its' members don't see the value of proper car care.
This plan covers so much that it would actually be easier to simply tell you what it does not cover.
Exclusions are:
Replacement or overhaul of engines, transmissions, front and rear differentials, transfer cases or any self inflicted damage to your vehicle such as damaged side view mirrors, bent rims or tire blowouts caused by careless driving. Manufacturer warranted work and any recall work is excluded from the program. Dealer only work such as key reprogramming or security system issues or any work Everest is not equipped to perform is also excluded.
Finally, the plan covers any repair job up to 5 labor hours. Any job requiring more than 5 labor hours the customer is responsible for labor time exceeding 5 hours. For example if a job calls for 6 labor hours to complete the member would be responsible for 1 hour of labor because the first 5 hours are covered under the membership. Essentially this package includes all of your maintenance, standard repairs and diagnostic needs.
Here is an example of how your membership will work for you: when you bring your vehicle in for its normal oil change service you inform us about a high pitched noise coming from the engine bay. Everest will perform the same high quality oil change and inspection on your vehicle and at the same time will diagnose the cause of the abnormal noise you were hearing. Let’s say we notice your 'Check Engine' light is on but you forgot to mention it to us. The technician will also diagnose the cause of your 'Check Engine' light and he will report all his recommendations to the service writer. We will then locate and order all the parts necessary to address the noise you heard and the cause of your 'Check Engine' light. Once the parts arrive everything will be installed and you will be called when the vehicle is ready for pickup. All work performed will be documented on your invoice just like always the only difference is you won’t have to pay a penny when you pick up the vehicle. You have essentially already paid for everything with your membership fee. This is how every visit will play out from now on. Everest AutoWorks will proactively service your vehicle and provide everything it needs every time it needs it.
Your Elite Car Care 2.0 membership is just like an all-inclusive vacation for you and your family. These vacations save you money, stress and time by including all your airfare, lodging, food, drinks and entertainment during your stay. You pay one price and get everything included at no additional cost to you. Elite Car Care 2.0 is like a 12 month all-inclusive vacation for your vehicle and you will reap all the benefits of membership!
To summarize this letter here is what I am offering you today. I have come up with an elite membership for select Everest customers that is designed to help members save money and time, reduce stress, increase the value and dependability of their vehicle and drastically improve their car care experience for life. Once members get used to the all-inclusive car care experience there is very little chance they will ever step foot in any other auto repair facility. In fact my goal is to spoil members with such an easy, inexpensive and stress free way of taking care of their vehicle that they will remain members for as long as they can physically drive an automobile.
Only 200 spots are available and we expect interest in this membership to be very high. Memberships will be issued on a first come first served basis. Please read the instructions for signing up and reserve your spot as soon as you can. In the interest of fairness all 600 letters were mailed at the same time on the same day.
DO NOT WORRY if your membership request is too late or you have no interest in joining. Everest will still provide the same honest and dependable car care for you that we always have. Non-members will not be treated any differently than they already are. YOU DO NOT HAVE TO BE AN ELITE CAR CARE 2.0 MEMBER TO CONTINUE HAVING YOUR VEHICLE SERVICED AT EVEREST.
FAQ's
How do I enroll and become a member of the Elite Car Care 2.0 program?
Simply fill out the enclosed enrollment form and mail or fax the form to us as quickly as you can. You can also e-mail us at everestauto@comcast.net and ask to be enrolled in the program. If you elect to e-mail us please DO NOT include any credit card information. For security purposes we would prefer to call you and get payment information.
Please do not call the shop to enroll in the program! But feel free to call or e-mail us with any questions.
Why haven't I heard of this type of all-inclusive car care program before?
In researching this idea and concept I was shocked to find that no other repair shop anywhere in the country is doing something like this. I did speak to a shop owner in Canada who after 12 years changed over his entire business to a similar members only program. He confided in me that his customers and his employees love the program. He has run this membership model exclusively for the last 3 years and would never go back to the old way of doing things.
I am a firm believer that in business if something makes sense then you do it. I spent several months researching this concept, talked to dozens of shop owners all around the country, shared with over 100 friends and customers and I presented this idea to a handful of auto repair industry guru's. The response has been very favorable to the concept - especially from customers which is what I care about the most.
So after lots of time, research and prayer I've decided to roll this program out to a select few customers and see how they really like it. This program is a win-win for my customers and for my business.
Are membership dues paid annually or monthly?
For this program to work all membership dues are to be paid at the outset of coverage. Because you are essentially prepaying for your car care the annual dues must be paid up front.
This membership sounds too good to be true. What is the catch?
There is no catch. This program is designed to make car care easier and less expensive for you. Everest is able to reduce marketing expenses, improve inventory control and, most importantly, eliminate the need for creating estimates and waiting on job approvals which is a huge bottleneck to our shop's productivity. The bottom line is this program is better for our customers and the shop.
Please be aware that not every vehicle needs $995 worth of care every year. One year your vehicle may need $1800 worth of work but the next year it only needs $600 worth of work. It is impossible to know when a vehicle will require an unexpected repair. This plan makes it simple to budget for all your car care needs each year.
How do I know this program makes sense for me?
This program makes sense for the majority of Everest customers. However, for people who drive a brand new vehicle with well under 30,000 miles or people that drive less than 6,000 miles per year this program may be overkill. The Elite Car Care 2.0 membership will not be made available to anyone with a history of poor car care habits.
What else do I get with my Elite Car Care 2.0 membership?
The first 200 people to enroll in this program will receive an exclusive membership package that contains a membership sticker for your rear window, a members only key chain, a contract outlining your benefits in more detail and (if I can make it happen in time) a very special surprise.
What was wrong with the lady's vehicle after her last visit to the quick lube?
Her engine stopped running about 10 miles after getting her oil changed. She called the quick lube but they said they couldn't look at her problem until the next day. It was a Sunday and we were closed but she had her vehicle towed to Everest so we could look at the issue on Monday.
The first thing we did was check her dipstick. She had 9 quarts of oil in her crankcase! The tech at the quick lube forgot to drain her old oil and added 5 quarts of oil to her engine. This scenario forced oil passed her piston rings and valve seals and filled her cylinders with oil so the engine would not run.
She spent countless hours on the phone with the quick lube trying to get them to authorize Everest to install a new engine. In the end Everest was authorized to install a new engine for her. The quick lube payed for the majority of the job. The customer ended up paying for a car rental for 2 weeks and had to pay close to $1,000 dollars that the quick lube refused to pay. She elected not to pursue legal action.
When this happens to someone it is a horrifyingly stressful and expensive lesson to learn.
I am proud to say that Everest has performed over 5,000 oil changes over the last 5 years and not a single engine has been damaged due to technician negligence.
If I still have questions how do I get answers?
Call the shop at 302-737-8424 during business hours and we will answer any remaining questions.
I have very thick skin so if you find a lot of issues with it please tell it like it is. I only care that my customers will respond favorably to my offer.
My customers are primarily women with decent family incomes who are very loyal to my shop. This letter is only being sent to my top 20% best customers.
What do you think???
How a common quick lube mistake just made car care better, faster, cheaper and easier for you.
You are receiving this letter for two reasons. I want to thank you for helping us achieve an important anniversary and I have a huge announcement that is going to transform the way you think about car care.
On July, 11 2010 Everest AutoWorks will be 5 years old! This is a significant milestone for our business. You, our loyal customer, have been the single most important part of our journey. Thank you so much for trusting us to take care of you over the years. We have met so many wonderful people and have been able to help thousands of customers take better care of their vehicles over the last 5 years.
From day one our primary goal at Everest has been to provide honest and reliable car care for women and their families. By voting us the number one auto repair shop in Delaware we believe our customers appreciate our fair and honest service and high quality work.
Car care is our passion in life and your loyalty allows us to do what we love every day. We thank you from the bottom of our hearts for letting us keep your vehicle safe and reliable.
Sadly, a handful of my customers have had some pretty horrifying experiences at various quick lubes over the years. It is upsetting to think that years of meticulous car care can go down the drain in the blink of an eye. Most of our major engine replacement jobs immediately follow a visit to a quick lube. The reason this happens is simple: giving a teenager a wrench and telling him to do an oil change as quickly as possible is a recipe for disaster. This unfortunate scenario leads to common mistakes like loose drain plugs, forgetting to refill the oil or, believe it or not, forgetting to drain the old oil and adding 5 additional quarts of oil to the engine!
My last customer to be devastated by a chance visit to a quick lube said something that really opened my eyes to the way I approach car care. She essentially blamed me (somewhat lightheartedly) for not making it impossible for her to take her vehicle to another shop. Her exact words were "You need to figure out a way to make it impossible for me to even think about having my car serviced someplace else." Her statement hit me like a slap in the face. It was the good kind of slap to the face that wakes you up and changes your perspective on things.
I accepted my customers challenge to find a way to make it impossible for my customers to consider going else where for automotive service. And this is what I came up with...
Without further ado I introduce you to the most exciting thing I have been involved with since Tonya and I opened our shop with you 5 years ago:
Elite Car Care 2.0.
This is an invitation only and all inclusive car care annual membership that takes the old slogan "Membership has its Privledges" and cranks it up to 11! Here are the benefits that Elite Car Care 2.0 Members will receive:
Features and Benefits for Elite Car Care 2.0 Members
All inclusive car care - from now on ALL maintenance, ALL repairs, ALL diagnostics and ALL towing are included AT NO FURTHER COST TO YOU!
INCLUDED: all oil changes (regular or synthetic), all system flushes, major tune-ups, timing belts, tire rotations, alignments, AC recharges and even wiper blades.
INCLUDED: wear and tear items such as brakes, tires (yes I said tires!), batteries, drive belts and clutches.
INCLUDED: all repairs such as blown radiators, leaking water pumps, power window motors and regulators, seized AC compressors, dead alternators or starters, bad power steering pumps, loose ball joints, sloppy hub bearings, etc., etc., etc.
INCLUDED: check engine light diagnostics, ABS and air bag system diagnostics, and electrical diagnostics.
INCLUDED: towing service within 10 miles of the shop.
Elite Car Care 2.0 Members will:
Save Money: average savings of almost 20% off normal car care expenses.
Easily Budget: know exactly how much you will spend on their vehicle every year.
Worry Less: stop stressing about that strange noise under the hood or that pesky check engine light because members get it diagnosed and fixed for no extra charge.
Save Time: 3 visits per year and all your vehicles needs will be taken care of AUTOMATICALLY!
Be Better Prepared: Should something unexpected happen to your vehicle Everest will take care of it quickly and painlessly at NO FURTHER COST!
Increase Value: perfectly maintained and repaired vehicles are worth more and are easier to sell.
Exclusivity: Only select Everest customers are eligible for this membership. This is an INVITATION ONLY program.
Right now you are probably wondering how much a membership like this will cost you and this is the part I am most excited about! Elite Car Care 2.0 Members will pay one annual membership fee per vehicle and THAT'S IT!
Domestic/Asian Vehicles: $995 annual dues per enrolled vehicle
European Vehicles: $1395 annual dues per enrolled vehicle
For the price of 2-3 car payments a year members can take perfect care of their vehicles and be prepared for just about any surprise.
This offer is being extended to 600 hand picked customers but because this concept is so new we are limiting initial enrollment to only 200 members. Each customer was selected based on their loyalty to our shop over the years and their personal interest in taking good care of their vehicles. A program like this cannot work if its' members don't see the value of proper car care.
This plan covers so much that it would actually be easier to simply tell you what it does not cover.
Exclusions are:
Replacement or overhaul of engines, transmissions, front and rear differentials, transfer cases or any self inflicted damage to your vehicle such as damaged side view mirrors, bent rims or tire blowouts caused by careless driving. Manufacturer warranted work and any recall work is excluded from the program. Dealer only work such as key reprogramming or security system issues or any work Everest is not equipped to perform is also excluded.
Finally, the plan covers any repair job up to 5 labor hours. Any job requiring more than 5 labor hours the customer is responsible for labor time exceeding 5 hours. For example if a job calls for 6 labor hours to complete the member would be responsible for 1 hour of labor because the first 5 hours are covered under the membership. Essentially this package includes all of your maintenance, standard repairs and diagnostic needs.
Here is an example of how your membership will work for you: when you bring your vehicle in for its normal oil change service you inform us about a high pitched noise coming from the engine bay. Everest will perform the same high quality oil change and inspection on your vehicle and at the same time will diagnose the cause of the abnormal noise you were hearing. Let’s say we notice your 'Check Engine' light is on but you forgot to mention it to us. The technician will also diagnose the cause of your 'Check Engine' light and he will report all his recommendations to the service writer. We will then locate and order all the parts necessary to address the noise you heard and the cause of your 'Check Engine' light. Once the parts arrive everything will be installed and you will be called when the vehicle is ready for pickup. All work performed will be documented on your invoice just like always the only difference is you won’t have to pay a penny when you pick up the vehicle. You have essentially already paid for everything with your membership fee. This is how every visit will play out from now on. Everest AutoWorks will proactively service your vehicle and provide everything it needs every time it needs it.
Your Elite Car Care 2.0 membership is just like an all-inclusive vacation for you and your family. These vacations save you money, stress and time by including all your airfare, lodging, food, drinks and entertainment during your stay. You pay one price and get everything included at no additional cost to you. Elite Car Care 2.0 is like a 12 month all-inclusive vacation for your vehicle and you will reap all the benefits of membership!
To summarize this letter here is what I am offering you today. I have come up with an elite membership for select Everest customers that is designed to help members save money and time, reduce stress, increase the value and dependability of their vehicle and drastically improve their car care experience for life. Once members get used to the all-inclusive car care experience there is very little chance they will ever step foot in any other auto repair facility. In fact my goal is to spoil members with such an easy, inexpensive and stress free way of taking care of their vehicle that they will remain members for as long as they can physically drive an automobile.
Only 200 spots are available and we expect interest in this membership to be very high. Memberships will be issued on a first come first served basis. Please read the instructions for signing up and reserve your spot as soon as you can. In the interest of fairness all 600 letters were mailed at the same time on the same day.
DO NOT WORRY if your membership request is too late or you have no interest in joining. Everest will still provide the same honest and dependable car care for you that we always have. Non-members will not be treated any differently than they already are. YOU DO NOT HAVE TO BE AN ELITE CAR CARE 2.0 MEMBER TO CONTINUE HAVING YOUR VEHICLE SERVICED AT EVEREST.
FAQ's
How do I enroll and become a member of the Elite Car Care 2.0 program?
Simply fill out the enclosed enrollment form and mail or fax the form to us as quickly as you can. You can also e-mail us at everestauto@comcast.net and ask to be enrolled in the program. If you elect to e-mail us please DO NOT include any credit card information. For security purposes we would prefer to call you and get payment information.
Please do not call the shop to enroll in the program! But feel free to call or e-mail us with any questions.
Why haven't I heard of this type of all-inclusive car care program before?
In researching this idea and concept I was shocked to find that no other repair shop anywhere in the country is doing something like this. I did speak to a shop owner in Canada who after 12 years changed over his entire business to a similar members only program. He confided in me that his customers and his employees love the program. He has run this membership model exclusively for the last 3 years and would never go back to the old way of doing things.
I am a firm believer that in business if something makes sense then you do it. I spent several months researching this concept, talked to dozens of shop owners all around the country, shared with over 100 friends and customers and I presented this idea to a handful of auto repair industry guru's. The response has been very favorable to the concept - especially from customers which is what I care about the most.
So after lots of time, research and prayer I've decided to roll this program out to a select few customers and see how they really like it. This program is a win-win for my customers and for my business.
Are membership dues paid annually or monthly?
For this program to work all membership dues are to be paid at the outset of coverage. Because you are essentially prepaying for your car care the annual dues must be paid up front.
This membership sounds too good to be true. What is the catch?
There is no catch. This program is designed to make car care easier and less expensive for you. Everest is able to reduce marketing expenses, improve inventory control and, most importantly, eliminate the need for creating estimates and waiting on job approvals which is a huge bottleneck to our shop's productivity. The bottom line is this program is better for our customers and the shop.
Please be aware that not every vehicle needs $995 worth of care every year. One year your vehicle may need $1800 worth of work but the next year it only needs $600 worth of work. It is impossible to know when a vehicle will require an unexpected repair. This plan makes it simple to budget for all your car care needs each year.
How do I know this program makes sense for me?
This program makes sense for the majority of Everest customers. However, for people who drive a brand new vehicle with well under 30,000 miles or people that drive less than 6,000 miles per year this program may be overkill. The Elite Car Care 2.0 membership will not be made available to anyone with a history of poor car care habits.
What else do I get with my Elite Car Care 2.0 membership?
The first 200 people to enroll in this program will receive an exclusive membership package that contains a membership sticker for your rear window, a members only key chain, a contract outlining your benefits in more detail and (if I can make it happen in time) a very special surprise.
What was wrong with the lady's vehicle after her last visit to the quick lube?
Her engine stopped running about 10 miles after getting her oil changed. She called the quick lube but they said they couldn't look at her problem until the next day. It was a Sunday and we were closed but she had her vehicle towed to Everest so we could look at the issue on Monday.
The first thing we did was check her dipstick. She had 9 quarts of oil in her crankcase! The tech at the quick lube forgot to drain her old oil and added 5 quarts of oil to her engine. This scenario forced oil passed her piston rings and valve seals and filled her cylinders with oil so the engine would not run.
She spent countless hours on the phone with the quick lube trying to get them to authorize Everest to install a new engine. In the end Everest was authorized to install a new engine for her. The quick lube payed for the majority of the job. The customer ended up paying for a car rental for 2 weeks and had to pay close to $1,000 dollars that the quick lube refused to pay. She elected not to pursue legal action.
When this happens to someone it is a horrifyingly stressful and expensive lesson to learn.
I am proud to say that Everest has performed over 5,000 oil changes over the last 5 years and not a single engine has been damaged due to technician negligence.
If I still have questions how do I get answers?
Call the shop at 302-737-8424 during business hours and we will answer any remaining questions.
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