Business English Skills 5 minute read

Winning a New Client – Your First Step

First Contact with a Potential Client: Sample E-Mail

Finding new clients is not easy.  The first step can be either a phone call, a visit to a booth at a trade show or writing a introductory e-mail.

Keep it simple and to the point by including these 5 key parts shown below.  Of course, there are many phrases and ways to cover these points.  We have included 10 standard phrases that you may find helpful to keep a neutral, friendly but professional tone.  

5 Parts of Introductory Sales E-Mail/Letter:

Here are 5 parts that I recommend including in an introductory e-mail to a potential client.  For each part, I have included 2 useful phrases each.

  1. Introduce your company (Useful Phrases No. 1-2)
  2. Explain why you are interested in their company/products (Useful Phrases No. 3-4)
  3. Explain more specifically why you would like to meet (Useful Phrases No. 5-6)
  4. Request a meeting (Useful Phrases No. 7-8)
  5. Close politely (Useful Phrase No. 9-10)

10 Useful Formal Phrases:

  1. We will be launching (name of product/service)… Our concept is to…
  2. I represent Company XYZ, a quality supplier of home automation devices in your vicinity.
  3. As you (may) know, …
  4. We feel we have great potential…
  5. We noticed on your website …
  6. … we would be interested in learning more about …
  7. We hope to organize this meeting…
  8. Would it be possible to arrange a meeting to discuss…?
  9. We look forward to hearing from you soon.
  10. Feel free to contact me at your earliest convenience.

E-Mail Sample:

  • To:
  • From: Sun and Shade Shoppe
  • Date:  15 March 20xx

Dear Comfy Home Representative,

We will be launching Sun and Shade Shoppe on Cape Cod at several locations this June.  Our concept is to offer environmentally friendly solutions to summer homeowners.

As you know, Cape Cod is a beach area which is a popular summer tourist attraction. We feel we have great potential in becoming successful if we can offer products that our competitors do not currently have available.

We noticed on your website that you offer several solutions for automatic blinds and awnings and would be very interested in learning more about them. Could we arrange a meeting with a Comfy Home sales representative to show us your latest technology?

We hope to organize this meeting by the end of the month so that our three shops can be fully stocked and employees trained by our launch date: 1 June 20xx.

We look forward to hearing from you soon.

Best regards,

Janice Prommer
Purchasing Manager
Sun and Shade Shoppe

Extra Notes:

The e-mail above  reflects a formal style of writing very similar to what would formerly be written in a letter.

To adapt it to a letter format, you would need to change the address, of course, but also the closing, too.  I would recommend using “Sincerely” instead of “Best regards”.


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