Writing a Good Business Introduction Letter to New Clients

Part of a good marketing strategy is to introduce your business to a variety of potential clients or customers. You may offer a great product or service at a competitive price, but if no one knows about it, you won’t get customers. 

A business introduction letter is a professional way to meet the people and businesses that may be interested in what you have to offer and can go a long way to making a good impression. It is a common tool for new businesses, but may also be useful for established businesses to widen their client base.

These letters may be sent to other businesses or to potential individual customers. The main aim is to engage the correspondent so that he or she sees the value of a relationship with your business. It should open the door to good communication and not appear like an advertisement or lecture.

The three main types of business introduction letters are:

• Introducing a new business, vendor or manufacturer to other businesses in the hope of creating a new client or customer, which may include new buyers, a new product or product line, an announcement, information about a trade show or a targeted letter about a new service or product

• Introducing oneself as a person or new business owner who offers a product or service to a wider audience, which may include a small business being introduced to a new or former customer or a new employee

• Introducing another individual to businesses the writer already knows as a source of a product or service. This may include a new manager, business associate, previous customer, colleague or former employee

Business introduction letters are commonly used in a wide variety of business types such as:

• Real Estate agencies may use the letter to stand out from the rest, and give concrete reasons why the person or company will have a better selection or experience with their agency.

• Freelancers such as graphic designers, interior decorators and virtual assistants often start small and need to widen their base. A business introduction letter is a good way to build a clientele.

• Vendors who sell to other businesses such as parts manufacturers or professional cleaning services may use the letter to build new relationships and markets.

• Manufacturers may look for new markets and distributors. A letter of introduction is a good way to find new partners.

first paragraph

The letter should first introduce the person who is writing the letter by giving his or her name, business and position in the business. If you have met the person receiving the letter, you could mention the date and circumstances. 

If you have a mutual friend or business contact, you can mention that also. The letter should state the reason for the letter and any common ground between the companies.

second Paragraph

The second paragraph may mention details of what the business has to offer and how the sender believes it will benefit the receiving company. The letter should be on one page and signed with a pen, so it doesn’t look computer generated.

Since it is a business letter, it should have a formal tone, but be friendly and upbeat, so the person reading it feels good about the offer. It needs to explain how a relationship between the sender and receiver would be good for both businesses.

Proofread the letter

The letter should not have any punctuation, grammar or spelling mistakes. Even if you use spell check, you should proofread the letter to make sure it is error-free. The reason for the letter should be very clearly stated. 

For example, in the sample below it is stated that the sender hopes the receiver will purchase their baked goods from the bakery. Your intent should be clear and not ambiguous. In the end, the sender should thank the receiver for his or her time and offer contact information. You can also request an appointment if it is suitable for the situation.

You can send the letter by regular post or by email. Here is a sample business introduction letter from a new bakery to local restaurants. Make sure to address each letter individually and use the name of the owner or manager as well as the name of the company. The letter should appear to be personal and not generic.

Sample business introduction letter

Name of Sender
Name of Company
Address of Company
City, State, Zip Code

DATE

Name of Receiver
Name of Restaurant
Address of Restaurant
City, State, Zip Code

Dear Name of Receiver:

I represent Name of Company as the head of Public Relations. We are a full-service bakery that offers a wide variety of goodies from simple sugar cookies to elaborate wedding cakes.

We have learned from NAME of MUTUAL CONTACT that your restaurant does not make its own desserts but purchases them from local bakeries. I would like to introduce you to some of our specialties and request that you consider purchasing your baked goods from us in the future. 

We have won awards at the local farmers market and state fair for apple pie, black forest cake and apricot strudel. Our prices are competitive and we believe your clientele will enjoy our products and come back for more.

Our extensive menu includes vegan, vegetarian and gluten-free items, and with solar power running all of our equipment, we have a sustainable carbon footprint.

I will visit your restaurant next week and bring along some samples of items that we believe will enhance your menu. If you have any questions or suggestions feel free to call me at PHONE NUMBER or send me an email at EMAIL ADDRESS.

Thank you for your time and attention. I look forward to meeting to you in the near future.

Best regards,

Signature of Sender
Printed Name of Sender