Sales Email Style Guide

This captures how Andre answers emails: concise, human, and exactly as he'd send it (no rigid sections unless requested).

Tone & Principles

• Direct & natural — write like a real person, not a template
• Decisive pricing — include the number plainly with fees noted
• Option 2 rule — when replying to quote requests, respond exactly as you'd send it, without breaking into sections
• Next steps first — tell the customer what to do next (PO, ship-to, when you can pick up, etc.)

Structure (Default)

1. Greeting + name
2. One-line outcome (yes/price/lead-time)
3. Fees + ship details (if relevant)
4. Simple CTA
5. Signature

Example (Reply Style)

Hi Jessica — we can do $248 per unit on the Nitric Acid 70% ACS, 4 × 2.5L.
Hazmat and shipping will be added at checkout. If that works, send the PO and ship-to and I'll book it today.
— Andre

When Pushing Back (Keep It Friendly)

Hi Rick — we can't match that distributor tier, but I can do [$X] if we bundle 4 cases.
Hazmat + freight at cost. If that works, I'll shoot a proforma.

Fast Follow Prompts

When you need more information from the customer:

• "Do you need liftgate or appointment delivery?"
• "Commercial address with dock?"
• "Target delivery date?"
• "Okay to ship partials?"

Key Reminders

• No template rigidity — Write it exactly as you'd send it
• Pricing clarity — Always include the specific number upfront
• Action-oriented — Every email should have a clear next step
• Friendly but professional — Approachable without being overly casual

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