Introduction Letter to Customer

They say that the first impression is the last impression. This is true of persons as well as things, or to be specific, products. Thus, quite a few companies resort to writing introductory letters about their products to clients. Sometimes, a higher authority is given an introduction to an employee through a letter. The better this written rendezvous, the better impression will the person leave on that authority. It is essential therefore that the letter of introduction is up to the mark and impeccable.

Letter of Introduction - Format

• Salutation (Dear Mr/Mrs/Ms surname, or Dear Sir/Madam for extra caution)
• Headline or 'banner statement' (optional)
• Credibility and relevance statement (mandatory) - you must establish your credentials and explain your relevant capability or proposition - clever wording here enables you to wrap the two - credibility and a relevant proposition - into a single statement or paragraph
• How and why statement (optional) - what are the special characteristics of your capability or proposition
• Suggestion of similar opportunity/application for target organization (optional but useful normally)
• Action/follow-up statement (mandatory) - what happens next - explain
  
• Sign-off
• P.S. statement (optional - In some situations could work - avoid using it if it is going to senior positions, will be considered as a gimmick)

This was the basic format. Let's take a look at a few samples of introduction letters.

Sample #1

Date
Mr./Ms./Dr. Recipient
Street Address, including Unit or Suite Number
Town, State Zip Code

Dear Mr./Ms./Dr. Recipient

Re: Name of New Product You Are Introducing

As a valued customer of [ABC Company], I wanted to take this opportunity to tell you about an exciting new development for us. We have just ventured into including offerings from XYZ Company.
I have known [name of owner] from XYZ Company for a considerable period and I can assure you about the products he or she has, which are of the finest quality. I wouldn't have taken this step if I didn't feel that XYZ Company's products would add value to our own and prove really useful for our customers. The brochure attached herewith will provide you with more information about XYZ Company and their line of products.

If you would like more information, please feel free to contact me at (your phone number and/or e-mail address). When you are ready to order, we are available during (hours of service) or on line at (your web site URL here).

We value your business and look forward to continuing to serving you in the future. Please don't hesitate to get in touch regarding questions you may have.

We look forward to hearing from you.

Sincerely,

Your Name
Your Title

This was an example of business letter of introduction. Now you would think, what if you have to introduce a person? Here is the answer.

Sample #2

Date
Mr./Ms./Dr. Recipient
Street Address, including Unit or Suite Number
Town, State Zip Code

Dear Mr./Ms./Dr. Recipient

Re: Name of Person Being Introduced

I am writing to introduce you to (name of person), who joined/will be joining our company on (date). He/she will be (give some information about the person's position and functions with your company).

In this part of the letter, have more information about the person's duties. A good idea would be to describe the reader about his or her previous employment and this person's utility for the reader and the reader's business. Use a paragraph or two to mention this information. This is very important when it comes to business communication.

Next section will provide the reader with information about the new person's educational background and credentials. This is an opportunity to indicate why the person is qualified to help the reader.

Finally, end the letter by telling the reader how to contact the recruit. You can also indicate that he or she will be looking after the reader's or the customer's account from this point forward.

Sincerely,

Your Name
Your Title

In case you want to write a welcome letter to the customer, the salutation and the initial format would be the same. Moreover, keep it short, but make the person feel needed. Positive associations need to be formed through such letters, so it has to be very well written, with a positive bent of mind.