Writing A Business Introductory Letter In Response To A Sales Lead
The difference between you clinching an order following a sales lead is the introductory letter you send to an importer. Indeed an introductory letter is like a job application letter – it needs to capture the reader’s mind within the first few sentences or it will end up at the bottom of the waste paper basket.
This letter is basically an overview of your business that is designed to seize your target consumers’ attention and hopefully have them walking through your shop door, dialling your number or e-mailing you.
Introduction letters are generally the first interaction you have with the potential buyer. In essence it is your sales person and should be able to attract instant attention.  
An introductory business letter has one purpose; to quickly communicate information from you to the potential buyer and elicit response from the reader.
The letter must be brief and concise, written in a friendly tone. It should be smooth flowing and easily understood. The following are major factors to be observed when developing a successful introductory letter.
1.    Layout (changing text colours, spacing and size can work to draw attention to your letter if used appropriately and in moderation). For example font “Times New Romans” is good at size 12. Avoid fancy fonts or graphics done in a fancy style.
2.    Formatting. Ensure that your letter is justified to make it look neat.

Contents of a Business Introductory Letter
1.    A good business introductory letter that will attract response from a potential buyer should be maximum one (1) page and contain the following;
•    Date
•    Upper heading: - The exporters official contact address. (Note, if you use Letter Head with your company logo, the upper heading is not required)
•    Lower heading: - Importer’s/buyer’s official contact address.

2.    The body of the business letter should be laid out as follows;
•    Greetings/ salutation: Dear Sir/ Madam…..
•    Body of the letter maximum ½ page of two paragraphs
i.    Brief introduction of the company.
ii.    Brief response to the business enquiry.
iii.    Include website address in the letter to draw the attention of the client
iv.    Include important certificates/permits which you have for exporting e.g. Exporter Code Number, HCD Export Permit, Phytosanitary Certificate, KEBs Analysis Certificate, Certificate of Origin, and Membership Certificate to an exporting association, etc. These serve to enhance your credibility.
v.    Signoff the letter: Write your names and your title

Attachments to Accompany the Business Introductory Letter
1.    Company profile detailing the business
2.    Product Brochure (Soft copy to be attached on the email)
•    Have clear pictures of the products your company offers
•    Clearly describe the products, code them and include price list
3.    Links to your website (if you have one)
•    This is a good alternative to Product Brochure & Business Card.
•    Include the website address in the business letter
4.    Testimonials including certificates, buyers commendation, licences, etc.

1.    Email address (Do not use general emails e.g. yahoo, hotmail, g-mail etc.).
To create a business email, you can contact internet service providers.
2.    Other documents checklist at the time of exporting - Refer to product-specific procedures for exporting which are available from the EPC / CBIK Offices
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