How to write a business letter that gets results is what this post is about. In our last blog, we took a look at a business letter written by King Solomon. At the time, he was building a grand temple in his country, and was seeking building materials and the laborers necessary to make the complex and ornate structure. He wrote a letter to the King Hiram of Lebanon.

Solomon’s letter was very impressive, because it was persuasive, even by today’s standards. And it worked! He go everything he asked for.

The response that came back to him from King Hiram is another example of how to write a business letter. And that is what I want to look at today. The text, if you wish to see the original, is listed in the bible in 2 Chronicles 2:13-16. I’ll paraphrase it for you.

He starts out by mentioning something that Solomon (the buyer) strongly believes in – his god. And he doesn’t degrade Solomon for believing in a god. In fact, he praises him for having that belief. It would be like giving a bit of small talk before a business presentation. You might say something like: “I saw your beautiful car in the parking lot. Wow. It was awesome!”

Next, Hiram makes reference to the customer’s father, who was a good friend of his. Following this up, the mentions that dear-old-dad would be proud of his son, for having wisdom and intelligence. Then he make sure that it isn’t just puffery, he mentions the evidence of his intelligence: undertaking a project that his dad talked about doing in the past.

This King Hiram guy is smart. You can never go wrong by commenting how smart your customer is when they come into contact with you. And all this was in the opening paragraph of the business letter.

After this pleasantry, Hiram tells Solomon of the guy he’s selected to be the lead engineer on the project. The first qualification of the man is that he is a somewhat related to the customer. That is cool, and by doing this, he is building comfort in the relationship. Remember the old saying: “People only buy from other people that they: like, know, and trust.” He was building up the know aspect in this paragraph.

Then he goes into the technical qualifications of the lead engineer. That was to build up the credibility of the guy, which is the same as “trust.”

Finally, to hit on the “like” aspect of “like, know and trust”, he mentions that this guy will get along with the buyer’s agents. He’s a easy-going dude. And he makes reference that he has been around, and some of the workman that the customer’s father employed, will know this guy and his reputation.

Finally, he tells the customer that as soon as the first payment arrives, he’ll start work on the project. They don’t need any other piece of paper to get started, all he is expecting is for the money to show up signifying that Solomon has accepted the proposal.

Kinda cool, huh? I hope that you learned a lot about how to write a business letter from this synopsis. There was a lot of hidden persuasion going on, and on both sides of the contract.

Speaking of hidden persuasion, Dr. Kevin Hogan has created a DVD program called “Secrets of Sales Success” where he delves into the triggers of what makes people want to buy. If you know these in advance, then selling really becomes a simple process of pushing people’s hot-buttons.

If you would like more information on this product, you can find it at Kevin Hogan’s web store.

Question of Today: How do you persuade others that you are someone they can like, know and trust?

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13 Responses to “Write A Business Letter That Gets Results – Part 2”

  1. alam ghafoor says:

    Tim it’s always enlightening reading your posts.
    I have recently been on the road with a company helping them expand and become more corporate friendly, one of the things that I noticed about the head sales guy was his ability to create ” like,know and trust”.
    Some of the customers would have similar backgrounds to him and by asking a few questions a connection would be found and pointed out.
    Then mention would be made of other regions he had worked in and if the customer knew anybody there more often than not they do.

  2. Rob Northrup says:

    I think it is key to make people trust us as this is the only shortcut to a sale,

    I personally like to create small to-do items that I make it a point to perfectly follow up on exactly as I say I will early in the relationship. I try to do three of these items and this allows me to prove I am someone who does what i say i’ll do.

    example- i have an article i think you’ll like, i’ll forward it tomorrow morning when I am back in the office…

    Seize the Day,

    Simple FFamily Survival Tips Foor Disasters and Emerrgencies

  3. Sonya Lenzo says:

    I am with Rob. Do what you say you will do. So few folks actually do that, you will stand out.
    Sonya Lenzo

  4. Mark says:

    I would agree too that establishing common ground and proving yourself reliable goes a long way in developing trust. I also beleive being sincere also is important… I don’t like fakey or ‘buddy-buddy’ strategies… connect, relate, empathize and prove yourself.

    Direct Selling Advice, Leveraging Relationships for Long-term Profit

  5. Complimenting people is always good to a point. Just don’t go overboard, and make sure you sound sincere.

    Fun and Free Activities

  6. Answer to your question: With my charm! And referals! LOL!


  7. Funny that he could write such a persuasive letter so long ago before sales coaches, mentors, etc. and I couldn’t write a persuasive letter if my life depended on it and I have all these modern resources available to help me.

    Lisa McLellan
    Babysitting Services, Nanny Services, and Nanny agencies

  8. For me it’s very simple…what you see is what you get. I never try to be something or someone I’m not. I think this has served me very well over the years.

    Yours In Health!

    Dr. Wendy

  9. Hi Tim,

    I admire how you brought the results of the business letter from King Solomen into play here illustrated from The Bible and interwoven with contemporary influence and persuasion moments in sales.

    KLT is always important in business and personal relationships.

    Happy Dating and Relationships,

    April Braswell
    Single Boomer Dating Expert

  10. I think there’s that part of me that let’s a person know that I don’t care what people think…even when i do… let’s face it, we all care about what people think to some degree in different situations. However unintentional, I come off as what you see if what you get and therefore appearing to be genuine. I like to think it’s the truth.

    Jen B
    The Harwood Group – Tinnitus, Chronic Illness, Fears, and Anxiety

  11. Mike Norris says:

    Before you begin to try and sale you need to develop some sort of rapport. Ask about their family. What are their hobbies? Take an interest in them before you try and sale them.


  12. I don’t know that I have a specific thing I do to build trust & respect for someone.

    If I had to hazard a guess it would be that I consistently try to listen for what the other person wants or needs.
    So many people are so hng up on getting into their sales pitch that I think people genuinely love it when someone slows down & takes time to listen first.

    I believe that builds trust & demonstrates immediate respect.

    The Success Secrets

  13. Nice follow-up to yesterday’s post. Effective sales letters are an important part of business.

    Steve Chambers
    Body Language Expert