This is an interesting B2B direct mail letter, requiring a good measure of diplomacy in inviting dentists who are already a customer of the client, which is a dental laboratory, to make a personal referral to a colleague. The tone of voice is direct and personal, speaking for the lab’s owner. B2B business development DM letter for dental laboratory Biterite.

This 
will 
take
 2
 minutes 
to 
read.
 But
 if
 we 
can 
help 
each
 other 
it
 will 
be
 worth 
£400 
to 
you.

Dear _____

You’ve been kind enough to use us as your lab for some time now. I assume from this that you’re pleased with the quality of the work and service we provide. (If not, please call me – 07887 501749 – and tell me what we should be doing better!)

What’s
 the 
best
 way 
for 
us 
to
 make 
sure
 Biterite
 keeps
 getting 
better
 and 
better?

I’ve given a lot of thought over the last couple of months to what I can do to best grow Biterite, so we can continue to invest in the technicians and technologies that will allow us to stay out in front and carry on delivering you superb work.

It seems to me that the best way for me to grow my portfolio of dentists is to ask people who already trust our work to recommend us to just one professional colleague.

I 
know 
that
 this 
is 
a 
big
 ask.
 So 
I’ve 
given
 a 
lot 
of 
thought 
to
 what 
I 
can
 do 
for
 you 
in
 return.

If you feel able to recommend us to one colleague, in either your own or another practice, I would be pleased to credit £75 to your account immediately, to be used against bonded work. And I’ll increase that by a further £325 to a full £400 credit against bonded work once we’ve received four jobs from your colleague.

To make that more likely to come about, I’ll start your colleague off with a £200 bonded work credit on his or her new account with us.

As I said, I know this is a big ask, but I think I’ve managed to make it a win for you, a win for your colleague and, of course, a potential win for us.

I’ve enclosed a note for you to sign and send to your colleague, a note to send back to me, and instructions on how to make your introduction.

Please give this a try. I really do believe it’s good business, as well as sound professional networking, for us both.

Sincere regards,

Michael _______
Managing Director

PS. I will call you in the next few days to catch up with you and to discuss this with you.


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