Tired of cold emails getting you nowhere? A sales introduction email can change the game. Instead of reaching out blindly, an intro email gets you to the front of the line with your prospective customer. It’s a warm, trusted entry point that increases your chance of a real conversation.
Sales introduction emails work because they come with built-in credibility.
In this guide, we’ll break down what makes a sales introduction email effective and how to operationalize them.
We also offer 10 different templates (5 for requesting intros and 5 for ghostwriting intros) to make the entire process smoother.
What is a sales introduction email?
A sales introduction email is when someone introduces a person in their network to a salesperson. This email leverages an existing relationship to connect the seller, offering a “warm” entry point rather than relying cold outreach. Warm introductions offer 4X higher conversion rates compared to cold email.
Instead of reaching out blindly, you ask a trusted connection—like an investor, customer, or former colleague—to make the introduction on your behalf. This gives you credibility right off the bat and increases the chance of getting a positive response. A good sales introduction email is short, personalized, and clear about why the introduction benefits the prospect. It briefly explains who you are, what you do, and why the connection would be valuable.
For example, if an investor knows a decision-maker at a company you’re targeting, you might ask them to introduce you. By doing this, you tap into the trust that already exists, making your outreach feel more genuine and relevant. This approach helps you start conversations faster and close deals more effectively.
How to write a sales introduction email
A warm intro email is your golden ticket to meaningful sales conversations. Instead of sending cold outreach, you ask a mutual connection—like an investor, customer, or former colleague—to introduce you to a potential prospect. This leverages existing trust and bypasses the awkwardness of starting from scratch.
Here’s a straightforward 5-step process to writing an effective sales introduction email:
1. Start with a clear, personal subject line
A subject line like “Introduction: {Your Name} <> {Prospect’s Name}” immediately sets the context. Keep it short, specific, and friendly to ensure the recipient opens the email.
Check out our guide to subject lines for introduction emails to get 100 different templates.
2. Explain the purpose in one sentence
Get straight to the point. Begin the email body by briefly explaining why you’re requesting the introduction. For example:
“I’d love to connect with {Prospect’s Name} to discuss how we can help with {specific need or challenge}.”
3. Highlight the value for the prospect
Make it clear why the introduction is beneficial for the prospect. This isn’t about you; it’s about how your solution helps them. A concise sentence works best:
“We specialize in {service/product}, and I believe we can help {Prospect’s Company} streamline {specific pain point}. For {Similar Company}, we’ve achieved {results} and {business impact}. ”
4. Make the ask simple
Your request should be easy to fulfill. A straightforward line like:
“If you feel comfortable making the intro, I’d greatly appreciate it. Happy to draft a quick note if it helps!”
This makes it low-effort for your mutual connection to pass along the intro.
5. Show gratitude and offer an easy out
Wrap up by thanking your connection and giving them a way to decline if they’re not comfortable:
“Thanks so much for considering this! If it’s not the right time, no worries at all.”
Best practices when sending and receiving sales intro emails
If you want your sales team to rake in more high-quality intros, follow these best practices:
- Operationalize intros with the right software - Your potential customers are reachable via your network. Most companies leverage partnerships, but in an old-school way. Use technology to operationalize introductions so you can increase volume, traceability, and results. With Commsor, you can onboard your team and partners, find opportunities, and then request, send, and track intros.
- Provide helpful context and stats - Wherever possible, provide real data. Industry insights, case studies, and customer-wide results can all make your intros more effective. Align your insights with your prospective customers’ goals to grab their attention.
- Source intros from everyone you possibly can - Check the networks of your investors, advisors, tech partners, ecosystem partners, influencers, team members, customers, executives, friends, and former colleagues. All of these folks can get onboarded to your Commsor account to make it easy to surface real opportunities.
- Try asking connectors for information instead of an intro - Sometimes, an intro request isn’t the right approach. Maybe the timing is off or the connection just isn’t strong enough. In those instances, try asking the connector for information instead. Ask what the prospective customer is focused on, what their pain points are, how their team is structured, etc. Then use this information to personalize your cold emails or LinkedIn messages.
5 email templates for requesting sales introductions
Use these sales introduction email templates when requesting intros from people you know. At this step, your goal is to provide enough context to encourage your contact to connect you with a prospective customer.
1. Straightforward value-driven request
This request template works for just about any use case.
Subject: Introduction: {Your Name} <> {Prospect’s Name}
Hi {Mutual Contact’s Name},
I hope you’re doing well! I noticed you know {Prospect’s Name} at {Prospect’s Company}, and I’d love to connect with them about {specific need or challenge}. We’ve been helping similar companies achieve {outcome or benefit}, and I think this could be valuable for them.
If you’re comfortable, would you mind making an introduction? I’m happy to provide a quick note you can forward.
Thanks so much — no pressure if it doesn’t feel right!
Best,
{Signature}
2. Case study-focused introduction request
Try this template when you want more eyes on a recent case study.
Subject: Can You Help Share Our New Case Study with {Prospect’s Name}?
Hi {Mutual Contact’s Name},
I hope you’re doing well! We just wrapped up a case study with {Company Name}, where we helped them achieve {specific results or outcomes}. I think {Prospect’s Name} at {Prospect’s Company} might find it really relevant, given their focus on {similar challenge or goal}.
Would you be open to introducing me so I can share the case study with them? I’d love to show how we might be able to help them achieve similar results. Happy to provide a quick note or any context you need!
Thanks so much for considering this.
Best,
{Signature}
3. Referral based on a recent conversation
Use this template when you get an idea for a connection after a productive convo.
Subject: Thought of {Prospect’s Name} — Mind Connecting Us?
Hi {Mutual Contact’s Name},
Hope you’re doing well! After our recent conversation about {relevant topic or challenge}, I thought of {Prospect’s Name} at {Prospect’s Company}. I believe they could really benefit from a chat about {specific problem/solution}.
Would you be open to introducing us? I’d really appreciate it and can provide a quick note if that helps.
Thanks a ton — totally understand if it’s not a fit
Best,
{Signature}
4. Soft ask with minimal effort for the contact
Send this short and sweet template to someone you know really well.
Subject: Quick Favor — Intro to {Prospect’s Name}?
Hi {Mutual Contact’s Name}
I hope you’re having a great week! I noticed you’re connected to {Prospect’s Name} at {Prospect’s Company}. I’d love to chat with them about how we can help with {specific challenge}
If you’re open to it, a quick intro would mean a lot. I can send over the email text
Thanks so much,
{Signature}
5. Personalized request with plenty of context
Give lots of context when sending a request to someone you don’t know particularly well.
Subject: Could You Connect Me with {Prospect’s Name} at {Prospect’s Company}?
Hi {Mutual Contact’s Name},
I hope you’re doing well! I noticed that you’re connected with {Prospect’s Name} at {Prospect’s Company}, and I wanted to reach out to see if you’d be open to making an introduction. We’ve recently been working with companies like theirs, such as {Client’s Company}, where we helped them achieve {specific results or outcomes, e.g., “a 30% increase in sales efficiency”} through {specific solution}.
Given {Prospect’s Company}'s focus on {relevant challenge, goal, or industry trend, e.g., “scaling their outbound sales operations”}, I believe we could offer valuable insights that might align with their current priorities. I’d love to have a conversation with {Prospect’s Name} to explore whether we can provide similar support.
If you feel comfortable making the introduction, I’d greatly appreciate it. To make it easy, I’m happy to provide a short note that you can forward along, or let me know if there’s anything else you need from me.
Thanks so much for considering this — no pressure at all if it doesn’t seem like the right fit or timing!
Best,
{Signature}
5 email templates for ghostwriting sales introductions
These sales introduction email templates are ideal for actually sending the intros. You can use these examples to connect people you know, or to ghostwrite an email on behalf of a connector to make your request easier on them.
1. The straightforward intro
Fall back on this sales intro template whenever you need.
Subject: Introducing You to {Your Name} from {Your Company}
Hi {Prospect’s Name},
I wanted to introduce you to {Your Name} from {Your Company}. They specialize in {specific solution or service} and have been helping companies like yours tackle {specific challenge or goal}.
I thought it might be valuable for you both to connect and explore how {Your Company} can help with {relevant issue or opportunity}. {Your Name} is great at {brief positive attribute, e.g., “finding practical solutions to boost efficiency”}.
I’ll let you both take it from here!
Best,
{Signature}
2. The case study intro
Use this template to share a case study.
Subject: Thought You’d Appreciate This Case Study — Meet {Your Name}
Hi {Prospect’s Name},
I wanted to introduce you to {Your Name} from {Your Company}. They recently helped {Client’s Company} achieve {impressive result, e.g., “a 25% increase in sales efficiency”}, and I thought you might find it relevant given your focus on {Prospect’s Challenge or Goal}.
Here’s the case study with more details: [Link to Case Study]
I think a conversation with {Your Name} could be valuable to explore how similar results might apply to {Prospect’s Company}.
I’ll let you both take it from here!
Best,
{Signature}
3. The problem-solver intro
Consider using this template when you’re focused on solving a specific problem.
Subject: Connecting You with {Your Name} — Potential Solution for {Prospect’s Challenge}
Hi {Prospect’s Name},
I hope you’re doing well! I wanted to connect you with {Your Name} from {Your Company}. They’ve been doing some really interesting work around {specific challenge}, which I know is a problem you’re focused on solving.
{Your Name} recently helped {Another Company or Industry Peer} handle a similar challenge, and I think they could be a valuable resource as you tackle {Prospect’s Specific Challenge or Goal}.
I thought a quick chat might be worthwhile. I’ll let you two take it from here.
Best,
{Signature}
4. The mutual benefit intro
You can use this template when highlighting a more open-ended collaboration.
Subject: Introduction: {Your Name} <> {Prospect’s Name} — A Win-Win Connection
Hi {Prospect’s Name},
I’d love to introduce you to {Your Name} from {Your Company}. They specialize in {specific solution or service}, and I believe there’s an opportunity for mutual benefit here.
{Your Name} has been helping companies like yours {solve challenge, e.g., “optimize their sales process”}, and I think their insights could be useful to you. Plus, {Your Company} is always looking to {collaborate, partner, or provide value} in {Prospect’s Industry}.
I think this could be a productive conversation for both sides. I’ll let you take it from here!
Best,
{Signature}
5. The industry insights intro
This template is great for helping out a prospective customer.
Subject: Introducing {Your Name} — Insights on {Industry Trend or Challenge}
Hi {Prospect’s Name},
I wanted to introduce you to {Your Name} from {Your Company}. They have deep expertise in {industry or solution area} and have been closely following trends around {specific industry challenge, e.g., “buyer engagement in B2B sales”}.
I thought you might enjoy a conversation with {Your Name} to discuss what they’re seeing in the market and how it might relate to {Prospect’s Company or Challenge}. They’ve helped similar companies navigate {challenge or trend}, and their insights could be valuable.
I’ll let you both take it from here!
Best,
{Signature}
Ultimately, sales introduction emails are powerful tools for skipping cold outreach and maximizing available opportunities.
Ready to achieve predictable warm revenue? Learn more about operationalizing sales intros with Commsor.
