Not every introduction starts from the same place. Sometimes you’re reaching out cold to someone who’s never heard of you. Other times, you’re being introduced by a person they already know and trust.
It can be easy to treat warm intros like cold ones, like being vague or rushing the ask. The problem with that, according to Commsor’s Katrine Reddin, is that it makes you look like a total rookie. She says warm introductions are both an art and a science. They can be powerful networking tools or close doors before you’ve even had a chance to walk through them.
Want to make sure you’re getting your warm intros right? Read on. In this issue of PromoPro Daily, we share Reddin’s thoughts on some common mistakes and how you can transform those missed opportunities into meaningful connections.
Mistake No. 1: Making the warm introduction all about you. How would you feel if a friend randomly texted you, “Hey, can you introduce me to your boss so I can pitch her something?” You may feel uncomfortable or annoyed. That’s not how networking should work. Reddin says you might feel the same way if someone asked, “Hey, can you intro me to your boss? I’d like to tell her about what we do.” What you’re really asking is for your contact to take time out of their day to help you sell something.
What to do instead: Write the intro for them. And make it sound like they’re doing the recipient a favor by introducing you. For example, you could say, “Hey, Sarah — wanted to introduce you to my friend Jamie. She works with companies that need branded merch for events and campaigns.”
Mistake No. 2: Using a vague, open-ended warm intro request. It’s never wise to send a message like, “Know anyone I should talk to about this?” Reddin says this type of ask is vague, high-effort and totally forgettable. You’ve made it way too easy for the person to say “no” or just ignore your request.
What to do instead: Do your homework. Identify specific targets and understand their role, company and pain points. Then, Reddin says you should craft a clear, concise and actionable request. She says that by being specific in your request, you dramatically increase the likelihood of getting that valuable introduction. You also demonstrate respect for your contact’s time and network.
Mistake No.3: Dropping the ball after getting the warm intro. If someone puts their reputation on the line for you and you let the opportunity slip away, it kills the connection. That person likely won’t want to help you again. Reddin says follow-through is the most important part of warm introductions.
What to do instead: Make sure you follow up within hours of the intro. Respond to the email thread, thanking the introducer and moving them to BCC. Then, Reddin recommends proposing some times to connect with your new contact. This prompt response shows you respect the social capital your contact spent on you. It also shows your reliability and professionalism.
Warm introductions shouldn’t feel awkward or forced. When you approach them well, the conversation will feel more natural and the other person will likely feel more inclined to lend a hand.
Compiled by Audrey Sellers
Source: Katrine Reddin is the head of sales and partnerships at Commsor. She also cohosts the Infinite Revenue Playlist, a podcast about elevating the voices of women in the revenue space.
