A cold intro is reaching out to someone who doesn’t know you while a warm intro is connecting through someone they already trust. As a promo pro, warm intros help you build credibility fast and make it much easier to start a meaningful conversation.
In a post on the Commsor blog, CEO Mac Reddin says that a warm intro is essentially a transfer of trust. The person making the introduction is putting their social capital on the line, signaling that the new connection is valuable.
While it’s great to ask for warm intros, Reddin says be mindful. Every time you ask for an introduction, you’re spending a portion of your relationship currency with that person. He says too many requests turn you from a valued connection into a source of mental friction, he says.
To avoid running through your asks while still benefitting from the power of warm intros, Reddin recommends following a few guidelines. We share his thoughts in this issue of PromoPro Daily.
Be highly selective. Only ask for introductions when you’re genuinely confident you can provide value, Reddin says. Be sure to time your ask right. If you want to get in touch with someone working in venture capital, for example, know that January to March is often one of their busiest times of year.
Do the heavy lifting. Don’t make the connector do all the work. Reddin says it’s about common courtesy. If you’re asking for a favor, do what you can to make delivering the favor easier. Maybe you could craft a forwardable email or provide a summary of how you can help the other person.
Always close the loop. After receiving an introduction, Reddin says you should follow up with your connector to let them know the outcome. Whether it led to a great conversation or a deal, the update validates their decision to introduce you and replenishes the social capital you spend asking for the introduction.
Know when to pause. Reddin says it’s important to carefully read social cues. For example, if someone who previously made introductions for you becomes hesitant, it’s a signal to pause rather than keep asking. Give the relationship time to rebalance. Find ways to provide value to them instead.
Warm intros aren’t only a networking tactic but a reflection of how human connection works. People are more likely to trust and engage more deeply with those who come highly recommended by those they already know and respect.
PromoPro Daily is pausing for Thanksgiving. We’re grateful for everyone who reads and shares our work. Wishing you a wonderful holiday!
Compiled by Audrey Sellers
Source: Mac Reddin is founder and CEO at Commsor, a platform that helps businesses manage their networks.
