MarketingProfs' Members Register for B2B Forum 2010 for just $695! (good until 11/30) »

Ask your question ... sign up today! It's FREE!
Copywriting     
 
This question has been closed, and points have been awarded.
Intro Letter
Posted By: peter* on 7/22/2005 5:06 AM (CST) 250 Points
Hi!
I am planning to join a new company as Marketing Executive. I would like to send an introduction letter to all my new clients in this company. The letter should introduce me and assure best services to clients. (Hope you got what exactly I want!). Can anyone help me in this matter?
Regards
peter

Posted by: asiavoss* Accepted Answer
7/22/2005 9:07 AM (CST)
Peter -

I've found that everyone has their own way of 'phrasing' things in a letter, so I don't want to tell you what to say 'verbatim'..but I wanted to make 2 suggestions that have worked for me over the years.

First, this is a catch phrase that I often put in my letters:
"I am your personal consultant here and my time is always FREE. Please call or e-mail me with ANY questions, comments or concerns...and be sure to let me know how we can work together this ___________ .(Summer, Quarter, Year...whatever is appropriate)

Second, I like to refer to our products and services as 'Solutions'. That's what I offer my clients...solutions. Most will recognize how professional that is and what a positive connotation it makes.

I'd like to help you further...give me some more ideas about what you are trying to convey, and I'll be happy to help you word it.
 
Posted by: BrianL* Accepted Answer
7/22/2005 10:31 AM (CST)
Peter,

My advice is simple, basic, and powerful: write this letter from the reader's point of view. Think in terms of their 'world', their problems, their concerns...and clearly connect what you can do to those realities. People want to work with people who understand them.

If you don't feel you know those realities very well yet, then perhaps you could talk with a couple of people -- maybe they were involved in the interview process to hire you -- to get that perspective *before* you write the letter.

Best wishes,

Brian
 
Posted by: thinkmor Accepted Answer
7/22/2005 12:34 PM (CST)
Hi Peter

You say you are planning to join a company, have you been offered this position or have they asked this question as a primer what you would to introduce yourself at the interview stage?

Before doing anything, learn as much about the customers (like Brian said, identify their key concerns, needs, desires etc) as you can from people who know the accounts and any documentation on/off line about your business's customers you can lay your hands on.

If you know what suppliers or other stakeholders that have a relationship with these customers, talk to them to find what matters most to these customers. Gather information from as many sources as possible to triangulate and validate information.

Your letter should be highly specific to each customer. If you've done your homework you should have an idea what to put in as content. Make sure you have the right names of customer contacts by calling first to confirm the contacts are the same as you may be given or are on record.

Why not conduct a customer satisfaction survey to gauge how the company has been servicing the customer (how can I help your business? what are the gripes if any, how they could improve etc) as your main introduction?

This way you will introduce yourself with a positive impression that has the customer concerns and needs at the foremost. Back it up with exchange of details and a letter and/or email to say thank you with a prospective arrangement to discuss their present and future needs with a face-to-face meeting.

Hope this helps.

Zahid Adil

BTW: don't forget to ask them, who else do they know, they could introduce you, could benefit from your company's services.
 
Posted by: Aria Accepted Answer
7/22/2005 4:57 PM (CST)
I think you should read the profile of each of your customer and see how you can provide the solution to their problems. At the very beginning of the letter you have to get their attention. Remember the important point is the BENEFIT of your services in helping them to solve their problems.

Do not forget to list all the benefits.
Best of luck,
Aria
 
Posted by: DeBrady Accepted Answer
7/22/2005 6:41 PM (CST)
Short and simple is always best with plenty of white space. The first paragraph will set the tone and provide the basics (who you are, name, title, etc.). Second, what your main goals are and the service you're offering. Wrap it up with a promise and contact info. That's it. This isn't a dissertation or a sales letter. Enclose a couple of business cards and personally sign each letter. Hand addressing the business envelop is a nice touch, if you can't do it yourself, give it to an assistant or hire someone. Add a regular stamp (please no machine printed postage).

You can add personal touches to each letter, but adding it (hand-printed) to the bottom of the letter rather than in the body catches the eye more. Something like a "PS" indicating that this is not just a mass-mailing will impress more than some template-based inclusion line...you're peers know this routine is easily faked. Don't over do it, that smacks of overselling too. If you have their email address, you can send them a quick (3-4 sentence, max) email with your V-card for future reference and a link to the corporate staff page, if they have one. Mention you have sent them your intro letter, but don't repeat the text.

Remember this is one of the few times it's really all about you, a long-distance handshake and quick intro.

Debi Brady
Technical Writing & Marketing Consultant
 
Posted by: mgoodman Accepted Answer
7/22/2005 9:32 PM (CST)
I think Zahid and Aria are on the right track. Demonstrate your thoroughness and involvement by putting something in your letter that is specific to each client. They'll be impressed that you did your homework, and they'll respond by welcoming your next sales call.

I think Debi's suggestion that this is "all about you" can lead you astray. It's all about the customer, his/her needs, and how you intend to help them achieve their [specific] objectives. If all you want to do is tell them your name, you're (a) missing an opportunity, and (b) overkilling the situation by sending a letter. (A business card will tell them your name.)
 
Posted by: marlene_jaeckel* Accepted Answer
7/26/2005 11:50 AM (CST)
I agree with Debi. With a personal introduction letter, there's no need to go all out with research on individual clients.

Write the words as if you were speaking them, use short words, short sentences and short paragraphs, and remember your audience.

Here's a simple, "no muss, no fuss" format I would use:

====================================

Date


Customer Name
Title
Company
Address Line 1
Address Line 2



Dear Customer Name:

The purpose of this letter is to briefly introduce myself as... I recently joined Company X...

I have just completed Company X's management orientation program and am now keen to meet with my key customers.

According, as the first step in the familiarization process, I would like to meet with you personally to discuss [Customer's Company]'s needs and concerns. I would also like to take the opportunity to briefly review some of Company X's latest service offerings.

To set up a meeting at your convenience, I propose to call your office by...

As Company X's new..., my paramount concern is how Company X and I can better serve Customer Company.

I look forward to meeting you and learning more about your company in the near future.

Sincerely,




Your Name
Your Title
====================================
 
Posted by: DeBrady Member Response
7/26/2005 3:05 PM (CST)
Great boilerplate letter, Marlene...I may steal it myself! While mgoodman is right that you shouldn't miss an opportunity to make contact, but it's not overkill to do more than send them a business card. The card is a placeholder, not an introduction to who you are and why they should remember you...and come to you later for their business needs.

Good luck with the new job!
Debi Brady, Technical Writing & Marketing Consultant
 
Posted by: stobi Accepted Answer
8/2/2005 2:39 PM (CST)
Quite frankly, I've received a lot of form letters from folks telling me they are now working on my business. Truthfully, I couldn't have cared less since such letters always seem insincere and "selly" to me. Since good marketing is knowing how to say what to whom, I don't think you should approach this as if you're "pitching for the job." Since you seem to be working with existing clients at your new company, you're already hired.

What has worked for me is a simple handwritten note on good stationery, with a company business card enclosed. It immediately says to my client that I see him or her as a person worthy of my personal attention. It also makes me real and not just a new nameplate at the company. I usually make the copy quick with a one-line intro, followed up with something intriguing like: So, what can I do for you this month? If you don't mind, I'll call on_____to find out." if your handwriting is awful, you can usually ask a friend or hire someone.

Just a thought,
stobi
 
Posted by: NoStressXpress Accepted Answer
8/3/2005 2:42 PM (CST)
When I assumed the job of marketing manager at a large multi-national one of the first things I did was to have the staff research the data on those customers that represented over 80% of our business. It didn't surprise me that even our most satisfied customers had lingering "issues" with my company. I set about to handwriting each of these companies an introductory letter that also addressed those issues that they had with our company. In the vast majority of the cases I had the authority to resolve those issues unilaterally (and I did) and in those few cases where I didn't I simply recommended that we meet at an appropriate time to resolve the issue completely. Although this was a time-consuming task it did properly introduce me as a person that would go the extra mile to resolve a customer complaint and it told the customer that there was actually a person in upper management ready to help them out. Also, another tip.....always write your letter as if the person you're writing to is a possible employer.

I hope this helps!
Conrad
 
Posted by: stephanie.brewer Accepted Answer
8/5/2005 2:20 PM (CST)
Where a letter is an important tool to make a connection with clients...Give some consideration to these possibilities.
1. If writing a letter keep it brief....understand that your clients' may be short on time...don't take what little time they have by giving them your whole life story. Besides more than a single page (if they even have the time and patience to read that) and you'll be tossed aside. Not the impression you want to make.
2. Is there any way you can make an appointment and visit the client for a few minutes (maybe lunch with the larger clients)...it gives you the opportunity to get to know the personality behind the service or product.
Good Luck to you.
 
Posted by: ajacobson* Accepted Answer
8/5/2005 5:10 PM (CST)
May I suggest something radical? Pick up the phone and call the clients to introduce yourself. In this age of email and form letters, a phone call stands out as a personal touch. It lets you make a more personal connection and gives them a sense of the person behind the name. If it's true that you want to deliver great service, this is a way to establish that you will be available when they need something. Ask what you can do for them. Let them vent if necessary. Promise to follow up on any unresolved issues -- and then do it. Then I'd follow up with a hand-written note and business card, or an email.
 
Posted by: carrie77 Moderator Response
8/11/2005 7:55 AM (CST)
Hello all. I am closing this question since it's more than 2 weeks old. We do this to reward the contributions of participants in a timely manner + to give increased visibility to the newer questions.

Thanks for participating!
Carrie (Production Editor)
 


Get more answers ... ReTweet this!

Would you like to post a response?
Welcome to Know-How Exchange!
This is a collaborative community. We welcome everyone's participation.
All you need to do is login. Enter your account info in the box above (top right).
Not a member? Not a problem. Register here (it's FREE and EASY).




Know-How Exchange powered by MarketingProfs


Sponsored Links

Buy a Link Now

Just Released ... Download Today!
Just Released ... Download Today!
Look inside
Included with Premium Membership
User Name:
Password:
Remember Me
Forgot your password?

Top 25 KHE Experts
(Copywriting)
mgoodman (4915)
Peter Hobday (4400)
darcy.moen (3862)
Jay Hamilton-Roth (3593)
Frank Hurtte (2320)
PhilGrisolia=Results (2212)
Gary Bloomer (1793)
michael (1423)
Inbox_Interactive (1309)
mbarber (1260)
jkaplan (1250)
CarolBlaha (1145)
D4Demand (1061)
telemoxie (925)
W.M.M.A. (910)
stevea (896)
SteveByrneBranding (855)
thinkmor (846)
shghosh (814)
Deremiah *CPE (700)
Corpcommer (679)
Pepper Blue (658)
Jo Masterson (637)
ASVP/ChrisB (636)
ksalter (629)
Recently Posted Marketing Jobs
Director of Marketing and Communications
Demand Generation Manager
Marketing/Advertising Faculty
Director of Marketing
Market Analyst
Sr. Field Marketing Manager - Business Intell.
Associate Vice President of Marketing and Corporat
Marketing Manager
[more jobs]

Join over 355,000 members ... SIGN UP!

My email address is and I'd like my password to be .

Already a member? Sign In!

My email address is , and my password is .


HACKER SAFE certified sites prevent over 99.9% of hacker crime.