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Sales LettersFeatured Project: Total Office Manager Sales Letter
Mr. Joe Prospect, President Dear Mr. Prospect: Thank you—and congratulations—for your interest in Total Office Manager—Easy Street’s powerful new management system designed by service contractors for service contractors exactly like you. Why the congratulations? Simply because, by asking us to tell you more about TOM, you’ve taken an important first step toward realizing your most ambitious dreams for yourself, your employees, your customers and your company. They Call Me Mr. HVACI’m James R. Leichter—better known as “Mr. HVAC” to hundreds of contractors who’ve visited my web site, heard me speak at industry events or used my software and other specialized business tools to make more money in their contracting businesses. I started in our industry the early 1980s as a humble helper for an HVAC, plumbing and electrical contractor. I went on to become a Certified Master mechanic and launched not one, but two successful mechanical contracting companies. Like you, I’ve done my time in the trenches—or I should say, under the kitchen sinks and in the attics and crawl spaces. And like you, as a business owner, I’ve put in my fair share of time sitting behind a desk, wondering if the decisions I was making were the right ones for the future of my company. I’m happy to report my decisions were, for the most part, sound, because my contracting businesses grew and thrived. But for all my success, I realized my true calling was not as an owner of a contracting business, but right back where I started—as a helper. That’s why I started my consulting business—HVAC Management Systems—a company that evolved into MrHVAC.com, Inc., and Easy Street, Inc. MrHVAC.com quickly became—and still is—one of the industry’s most popular sources of management advice, online financial calculators and other business tools. Since I started the company in 1995, Easy Street has become a leading publisher of software, books and ready-to-use kits that make short work of things like maintenance agreements, invoices, sales proposals and customer satisfaction surveys. And Easy Street ’s Flat Rate Plus™ software is helping contractors all over the country make more money—and hear fewer customer complaints—using their own custom-generated rate books. Thanks to Flat Rate Plus, Easy Street is now the industry’s undisputed leader in flat-rate pricing. There’s Got to Be a Better Way—and Now There Is!When I was in the contracting business, I used the same “plain vanilla” accounting and contact management software lots of small business owners were using, along with a Rolodex, a write-on dispatch board, a bunch of those “While You Were Out” pads, and many random scraps of paper. If I ever stopped long enough to think about how inefficient things were around the office—like those times when I was searching through a trashcan for a lost phone number—I told myself, “There’s got to be a better way to run a contracting business!” Then I’d find the phone number and get back to work. When I became a consultant, I dedicated myself wholeheartedly to finding that better way to run contracting businesses of all kinds and to sharing my findings with the industry I love. Soon after I began my search, one thing became crystal clear: plain vanilla’s really OK—for ice cream! But for running a successful contracting business, you need more powerful, precisely customized software. The problem was, I couldn’t find the right software for my contractor-clients who had outgrown their generic software. Some of the available “solutions” were really just add-ons or plug-ins to the same old one-size-fits-all programs. Others were obviously designed by computer geeks who were great at programming, but who had no idea of how to run a real-world contracting business. Introducing TOM!A little over three years ago, I decided to stop looking out there for the software I knew service contractors wanted and needed and instead, to create it from scratch. I assembled my own hand-picked team of service technicians, master mechanics, electrical engineers, owners of contracting businesses, accounting experts and business consultants and got to work. Yes, there were some great “software nerds” on the TOM team, too, but from the outset, they relied on us “contracting nerds” to have the final say on individual features and overall product design. Our Kansas-based team began with a careful study of QuickBooks® and PeachTree® users to determine exactly what they liked and disliked most about these widely-used programs. We also looked at popular contact management programs like Act!® to see what features and functions truly make sense for service contractors. Along the way, we consulted with a leading CPA and a noted tax attorney to make absolutely sure we were on the right track. We incorporated their many, invaluable suggestions into the finished program. Now, after devoting approximately 14,000 hours to the project, our development team is pleased and proud to present TOM—a complete management solution designed by contractors for contractors! We’ve Thought of EverythingAs you get to know Total Office Manager, you’ll have to agree, we’ve thought of everything to make TOM a truly comprehensive program to handle virtually every aspect of operating your contracting business. Just take a look at my short list of TOM’s primary, built-in features: Full system security, audit trail, dispatching, scheduling, personal and private appointments, reminders and alarms, work orders and call slips, customer relationship management, contact logs for customers, vendors, and employees, detailed marketing source tracking, general ledger, industry specific chart of accounts, accounts receivable, accounts payable, credit management, fixed asset management including tracking of company property, depreciation, inventory control including multiple location, serialized equipment tracking, multiple markup, and costing methods, service agreements, technician tool lists, assignment, and tracking, order entry, purchase orders, proposals and estimates, payroll with commissions and performance based compensation, job costing, cash flow management, comprehensive customer service history, comprehensive customer financial history, flat rate pricing, bar code labels, telephone messaging, detailed reports, automated backups with reminders, and much more. TOM really is everything you need—and nothing you don’t need—in a single, fully-integrated system. A Few More Reasons Why You’re Going to Love TOM
All This and Service, Too! Total Office Manager from Easy Street, Inc., truly is a complete, thoroughly integrated software solution for your contracting business. For a single purchase price, you receive a fully functioning, tightly interwoven suite of applications designed to address every task associated with running your day-to-day operations as well as managing your continuing growth and success. As you begin using TOM, you’re bound to have questions. Down the road, the occasional glitch is bound to crop up. I promise you—we’ll be there for you then, giving you the answers and technical support you need. No matter what your level of expertise, we have a service plan that’s right for you. Whether you choose one of our annual service contracts, purchase blocks of technical support time or simply call us when you need us, you can count on receiving full and complete answers to your questions and fast solutions to your problems. And it’s definitely not in our business plans to outsource support—ever. Your call for help will come directly into our Kansas headquarters and will be handled by someone who will stick with you until your problem is solved and you’re back in business. An Investment in Your Future SuccessTOM brings you powerful features and functions found in $30,000 programs, but since we sell directly to our customers with no middlemen, we have priced TOM at only $10,000. Granted, that’s considerably more than the few hundred bucks you paid for QuickBooks and ACT! But a brand new, fully-equipped, custom-fitted service truck costs more than a motor scooter, doesn’t it? Let me assure you, I realize TOM represents a substantial investment for any company. If I were in your position now—running my contracting business—I’d be looking pretty hard at the numbers, wondering if they’d ultimately add up in my favor. I’d be thinking about the value of my employees’ time, the costs of inadequate inventory and business asset controls, the inefficiencies of cobbled-together generic software systems, the daily frustrations that come with never quite having your business act totally together. And I’d be imagining myself running my company with TOM—dreaming of customers’ calls and messages that never fall through the cracks, of jobs scheduled and techs dispatched with the utmost efficiently, of knowing exactly where all my inventory is and what tools are on what trucks and in the hands of which employees, of being in complete control of billing and cash flow, of having all the relevant facts I need to make good business decisions. With those thoughts—and dreams—in mind, I’m almost certain I would see TOM as a sound investment that would play a pivotal role in the future growth and success of any service contracting company. My Personal GuaranteeDo you stand behind your work? Of course you do. And I’m every bit as committed to standing behind TOM with this personal guarantee: You will love TOM, or you can return it for a full refund. It’s that simple. If you don’t love TOM, I promise to give you your money back. All I ask is that you call us within thirty days of the invoice date and ask for a return authorization number. Ready to Move Forward?As I’m sure you realize by now, in the three years I’ve spent working on TOM, I’ve become a huge fan! I believe in TOM and have absolute confidence in the quality of our product and the profoundly positive benefits TOM will bring to our industry. But if you’re just hearing about TOM for the first time, you probably have at least a few questions you’d like answered before you place your order. The best place to get to know TOM better is on our web site at www.totalofficemanager.com. There you’ll find many more details about specific ways TOM will transform your contracting business into a well-oiled money-making machine. You can also call us at (800) 123-4567. Tell us about your contracting business, and we’ll tell you exactly what TOM can do for you. Again, thank you for your interest in Total Office Manager. We look forward to receiving your order. Sincerely, James R. Leichter P.S. If you’re caught up in the day-to-day details of running your business, you may feel you don’t have time to think about a new software system right now. But for every day you delay, you lose countless opportunities to do things better, faster and more cost-efficiently. That’s why I urge you—call us now at (800) 123-4567! More Sales Letters
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