A Simple Guide to Mastering the Warm Introduction

I don't cold call.

You read that right–I've actually grown a business without cold calling. I've found that attending networking functions and visiting with other business owners is a more effective way of growing my business than picking up the phone and intruding on a business owner's precious time, unannounced.

And during every single networking event I've attended, I have met someone who says, “Oh, man–so-and-so could really use your help. I'll give him your card.”

I'd rather you not.

Instead, I'd rather you do a warm introduction. And by asking people to do this, I've learned that many have no clue how to do that. Our business culture has been so ingrained with cold calling that we aren't sure how to properly introduce one another via email!

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A Simple Guide to Mastering the Warm Introduction

Mastering the warm introduction isn't difficult, as long as you follow these simple steps when composing your email! Let's start with a hypothetical situation. Let's say that I have a client named Corey who needs some assistance with budgeting and bookkeeping for his business. Lucky for him, I know Niki, who owns a business that offers those exact services.

1. Understand what one needs that the other can provide.

Make sure that you understand what one party is in need of that the other can provide. I know that my client Corey needs some help with budgeting and bookkeeping for his gym; I know that Niki offers these services.

2. Gather necessary contact information for both parties.

Be sure that you have their names, business names, websites, email addresses, and phone numbers. It's especially helpful if you provide all of this information in the email for both parties to use.

3. Begin composing your email.

I use “Introductions!” for the subject and include both parties in the “To:” section. Begin by composing the email to the person who needs to meet the one in need of service. I would start the email with, “Hi, Corey!”.

4. Briefly explain what each business does.

If you're introducing a business owner who doesn't have a website to someone who builds websites, be sure to explain what the website developer offers as best you can. In our example, I would say that Corey owns X gym with classes and personal training and Niki offers bookkeeping and accounting services for small businesses.

5. Discuss the purpose of the introduction.

Tell one another why you are providing the introduction. Using our example, I would simply explain to Corey what Niki of such-and-such business does that could help him with his pain points.

6. If possible, offer a mini-testimonial about each person.

Provide each of these people with a bit of kudos about the services they offer. Since I use Niki for my own accounting, I would discuss how much less stress I'm encountering because of the simple things she's helped me implement.

Have a method you'd like to share?

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I just want some examples!

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