It opens a door with someone you'd like to build a relationship with, most often a prospective client you're reaching out to cold, or an existing contact you're reaching after stepping into a new role. The goal is to start a conversation, not close a deal.
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Introduction Letter Sample
FREE TEMPLATE
Introduction Letter
This free introduction letter sample gives you wording you can copy and send to open a door with someone you'd like to build a relationship with. The strongest introductions lead with the reader's situation, not your credentials, and ask for one small, easy next step.
You get one shot at a first impression, so it pays to make the letter specific to the person you're writing. Copy the version that fits, fill in the details, and send it.
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It can often be difficult to get an appointment with the decision maker. You may need to work through the leader's secretary to land that first meeting. A good letter of introduction can be helpful in getting past the "gatekeeper".
Your introduction letter should be brief, yet friendly and personalized to the specific person you wish to contact. To attract a prospective client let them know right away that you understand the challenge they have and how you can be the solution to that problem.
Whether you are seeking to create a business partnership or you wish to sell a product or service to the client, always be respectful of the recipient's time. Do not pester a prospective client. This will only annoy the person and greatly decrease your chance of success.
Instead, be persistent in a professional way. Send follow up messages or phone calls every few weeks, not every other day. Timing is everything and changing vendors at this time may not be on their priority list right now. However, when they do have a need, you want them to think of you first. Through regular follow up, you can successfully position yourself to be top of mind.
"A simple introduction can lead to a valuable business relationship that lasts for decades."
Since you are introducing yourself and your organization, begin by letting the recipient know how you were able to identify them as a prospective client.
Let the recipient know that you've done your homework and that based on your initial research, you would like to explain why you believe it would be in their best interest to meet with you.
Make it easy for the recipient to say yes to your request to meet with them. Make it clear that you have a product or service that is highly competitive in both quality and pricing, and be prepared to prove it.
Provide information in your letter that is useful and that makes the customer feel well respected and highly valued. Our introduction letter sample template will assist you in achieving this goal.
Jump To: When to Use It | The Leadership Lens | Copy the Letter | Examples | Customize It | Intro Tips | FAQ | Get Updates Free | Download Templates
When to Use an Introduction Letter
Send an introduction letter when you want to start a new business relationship. The same template covers two common situations.
- Introducing yourself to a prospective client: You're reaching out to someone new, leading with a problem you understand and the value you can bring.
- Introducing yourself in a new role: You've taken over an account or stepped into a new position, and you're reaching an existing contact to reassure them and stay useful.
To introduce two other people to each other, you'd write a different letter. In that case you're the bridge between the two parties rather than the primary subject seeking an introduction.
The Leadership Lens
Open with what you know about the recipient and their business. This person doesn't care about your company yet, so start by showing you understand their situation, then connect who you are to what they may need from you. A letter that leads with their problem earns more attention than one that opens with your credentials.
Ask for one small, easy next step. A first introduction isn't the place to close a deal, so request something low-friction like a short phone call or a brief meeting, and make it simple to say yes. Then follow up with patience, a note every few weeks rather than every few days, so you stay in mind without becoming a nuisance.
Introduction Letter Sample Template
Copy the introduction letter sample below onto your letterhead, replace each blue field with your own details, and treat the italic blue notes as guidance rather than text to send. The email version is provided as well.
Before the sample, here's the shape of a strong introduction:
- Opening: the reader's situation, not your résumé
- Who you are: your name, role, and what you do for them
- Proof: one specific result or a client reference
- The ask: one small, easy next step
- Contact: how to reach you
Tip: for a printed letter, hand-sign your name in blue ink above your typed name. It signals the note is personal.
Introduction Email Version
This is the same introduction, shortened for email, with the address block dropped.
Worked Examples
These introduction letter samples show the template filled in two ways: first a cold introduction to a prospect, then a new account manager reaching an existing client.
Prospect Introduction Example
New Role Introduction Example
Notice what both introduction letter samples do: they open with the reader's situation in focus, not the writer's background, and they ask for one small, easy next step. That's what gets a first letter answered. Take the version that fits your situation, make it specific to the person, and keep it short.
"Never forget that you only have one opportunity to make a first impression - with investors, with customers, with PR, and with marketing."
- Natalie Massenet
How to Customize This Sample
The introduction letter sample provides a great starting point to get connected. A few quick changes to to customize the template make it specific to the person you're writing to and your specific situation.
- Lead with their situation: Open with the challenge or change they're facing, not your credentials.
- Name your value in their terms: Say what you can offer as a benefit to their business.
- Add one proof point: A real result, a goal achieved, with a client reference they can verify.
- Make the ask small: Request a short call or brief meeting, nothing that feels like a commitment.
- Do your homework: Reference something specific about their business, so it never reads as a mass mailing.
Key Introduction Letter Tips
Consider the following tips that help to make an introduction land successfully:
- Get to the point: Name the challenge the reader is facing and say plainly what you can do to help with the challenge.
- Make it about their benefit: Explain how they gain from working with you, in terms of their business rather than yours.
- Offer proof: Include a brief, verifiable result or a client reference, so your claim holds up.
- Lower the risk: Make the first step easy and low-commitment, such as a short call or a no-obligation sample.
- Follow up with patience: Stay in touch every few weeks rather than every few days, so you're in mind when the need arises.
Before you send: Do your homework first, so the letter speaks to this specific reader rather than reading like a mass mailing. Review their website, and look for any connection you may already share. Keep it short and respectful of their time, give them a clear, easy way to respond, and resist the urge to crowd the letter with everything you offer.
The goal of a first letter is to just get the conversation started.
Frequently Asked Questions
Click on the (+) sign below to expand each question. Click the (-) sign to collapse it again.
What's an introduction letter used for?
How long should an introduction letter be?
Short. A few tight paragraphs is plenty: open with the reader's situation, say who you are and what you do for them, offer one proof point, and ask for a small next step. A first letter that tries to cover everything you offer tends to get skimmed.
Should I send it as a letter or an email?
Either works. A printed, hand-signed letter can stand out for a high-value prospect, while email is faster and easier to reply to. Use the version that fits the person and how they prefer to be reached.
How soon should I follow up if I don't hear back?
Give it a couple of weeks, then send a short, friendly follow-up. Reach out every few weeks rather than every few days. Persistence works when it's patient, while pestering only hurts your chances.
What should the first line say?
Lead with the reader's situation, not your credentials. Name the challenge you understand they face, or the change you're reaching out about, so they see right away why the letter is worth their time.
Is this the same as introducing two other people?
No. This sample introduces you and your organization. If you're introducing two other people to each other, you'd write a different letter, since there you're the bridge between them rather than the subject.
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