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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 ā€” write like a real person, not a template
  • Decisive pricing ā€” include the number plainly with fees noted
  • Option 2 rule ā€” when replying to quote requests, respond exactly as you'd send it, without breaking into sections
  • Next steps first ā€” 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 ā€” we can do $248 per unit on the Nitric Acid 70% ACS, 4 Ɨ 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.
ā€” Andre

When Pushing Back (Keep It Friendly)

Hi Rick ā€” 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 ā€” Write it exactly as you'd send it
  • Pricing clarity ā€” Always include the specific number upfront
  • Action-oriented ā€” Every email should have a clear next step
  • Friendly but professional ā€” Approachable without being overly casual

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