How To Write
A Business Introduction Letter
As I have explained elsewhere on this website, there are a number of different types of introduction letters, each one appropriate for a different personal or business situation. However, by far the most common type of letter of introduction is the business introduction letter.
The purpose of a business introduction letter is twofold: first, to introduce your business, yourself, and/or your product or service to potential customers, and second, to create an opening for eventual follow-up action. These types of letters can be used in both business-to-business situations and in business-to-customer situations.
Below is an outline I put together that will help you when drafting most business introduction letters.
Introduce yourself by name and position in the first sentence or two. Make sure you remind the recipient how you met them by making a brief reference to the situation or event. If you haven't met them, tell them how you got their name, or from whom you got it. Mention any appropriate common points of human interest that you may have discussed when you met, spoke on the phone, or corresponded.
This paragraph is important for establishing a connection with your intended recipient based on shared knowledge, information and/or experience. Use a couple of sentences to show the intended recipient that you are in some way knowledgeable about their company, products and/or services. To do this, check out their website and make sure you review their key business philosophy (i.e. corporate vision, mission, etc.), as well as their main offerings in terms of products and services. If the recipient stressed any particular points about their business, products or services when you spoke to them, use that info by referring to it briefly here. In particular, if the prospective client has a particular problem or issue that you think you can help with, mention it here.
Third (and Fourth) Paragraphs
This is where you introduce your specific product or service offering to the letter addressee. Keep it short and to the point, not exceeding four or five sentences over one or two paragraphs. Focus on the "benefits" of your offering to the customer and how it will solve a problem(s) you know that the target company is experiencing. You can mention any unique or outstanding features of your product or service that differentiates it from the competition, but your focus should be primarily on the "benefits" that will accrue to the customer by using you and/or your products or services.
Second Last Paragraph
In one or two sentences, briefly sum up why you have written to them and how it would be beneficial to meet face-to-face to explain in detail how you can help them. An important point to make here is that your letter should always be about how you can "help" the recipient of the letter. Don't get caught up in your own stuff beyond how it can solve a problem(s) for the recipient.
Thank your addressee for their time and consideration. Urge them to contact you in the near future to set up a meeting; so you should include your telephone and e-mail coordinates. Be sure to end your letter by stating that if you don't hear from them in the near future (say one week or so) you will follow up with a phone call or e-mail to set up a meeting.
Although each business introduction letter situation will vary, the above generic outline will be useful for drafting the vast majority of business introduction letters. For an example of a typical business introduction letter, click here.