Now that you have mastered the art of in-person networking and follow-up, let’s discuss another form of networking- networking via an email introduction. This type of networking often generates more concrete connections and results because of the personal component involved since one person knows the other two people to make the introduction. These introductions are generally a win-win for all parties involved- the asker for making a new connection/lead/job/mentor/friend, the connector for providing a “give” (i.e., building up good will) and expanding personal and professional networks for others, and the contact for hopefully making a new connection/lead/job hire/mentee/friend.
While this type of networking seems simple, we often see examples of “bad” introductions from the asker, the connector, and the contact of the introduction. Problems of inefficient emails (multiple emails needlessly exchanged before decisions are made), vague emails without a purpose, and inappropriate tone and style are common. This and the following post will provide tips for all three parties for a successful email introduction using the double opt-in approach. Throughout the post, we’ve added a recent example of where we were the connector for an asker who was looking for a new position. In a future post, we will include a second example where we were the connector for a mutually beneficial business opportunity.
You are the Asker for the Introduction
1. Researching a Contact
Many introduction/networking tips provide the sage advice of researching the contact so that you know how the introduction could be beneficial to both the contact and to you. But what does this mean?
Researching a contact is primarily about the “who” and “why” questions. In most circumstances, you already know the answer to the “who” question, because it was someone you came across and want to meet. But in some situations, you might not have a specific person in mind and you are simply researching your connector’s large network to find someone who may useful to you.
The answer to the “why should this person be introduced to you” question is important and often the most difficult to answer. The “why” is the crux of the email and needs to be thorough yet concise. You should have a few sentences on the context of the request of the introduction and explain why it would be in everyone’s best interest to be introduced. It should be relatively easy to explain how the introduction will benefit you, but think about how the introduction could be useful to the contact. A good answer will encourage the connector to make the introduction because she/he believes it could be a positive connection and is an easy “win” for the connector (kudos for facilitating a valuable connection). A poor answer makes it less likely the introduction will be made because of potential ramifications on how the introduction could affect the connector’s relationship to the contact.
Here is an example to the “why” question in the context of changing careers:
As you know, I am in the process of changing careers and am interested in learning more about impact investing. Mary operates in a part of the impact space that I don't yet have many connections. Mary was at Goldman for 10 years so hopefully she will be willing to help a fellow former banker. Her team is hiring and I think I would be a good fit.
2. Testing the Waters with the Connector
Now that you have identified the contact and written a concise blurb on why it would be beneficial for the two of you to be introduced, it’s time to reach out to the connector with an initial ask email.
The first thing to consider is how strong is your relationship with the connector? Are you really good friends or acquaintances or someone you just recently connected with yourself? The intimacy of your relationship with the connector determines the tone, style and “boldness” of the ask. For example, if you have been close childhood friends with the connector, you can be less formal with this initial email and maybe more forward in your request for the ask. Or if you don’t know the connector very well, then prepare yourself for a potential denial for your request for an introduction. For this type of connector, insert a reminder how you and the connector know each other or when you last saw each other, if relevant.
Second, think about (or ask the connector) how well the connector knows the contact to gauge how strong the relationship is. A simple “How well do you know Jane Smith?” together with some context, “My sales person came across her company and wants to see if they would be a good fit for us. If you think you could be a good person to make the intro, I can forward a clean intro request you can forward on” is enough. The stronger the relationship between the connector and the contact, the more likely the introduction, especially if the connector also knows you well. If the connector is just an acquaintance, then the connector may not be the best person to make the introduction.
Third, include a sentence that states that if the connector says yes to making the introduction, tell the connector that you have included below a formal request for an introduction that the connector can simply forward to the contact. These sentences should include a brief summary about yourself, who you want to be introduced to, and why the introduction would be useful to yourself and potentially the contact (which you should have already done in Step 1 above). Because the connector is doing you a favor and is probably busy, you should do as much as possible to make the connector’s job easy. Not only will the connector appreciate the ease of the request, it also increases the likelihood that the connector will send the email to the contact in a timely manner.
Next, always give the connector a graceful out, meaning give the connector a way to say “no” without making him/her feel bad. Keep in mind that there may be a myriad of reasons why the connector doesn’t feel that it is appropriate to make the introduction and most of them have nothing to do with you. Maybe the relationship with the connector and contact is awkward at the moment or the connector knows the contact is dealing with a major setback and not up for meeting someone new. Whatever the reason, trust that the connector has everyone’s best interest at heart. So be sure to give the connector a chance to say no with no hard feelings.
In addition, when there is a possibility that the connector will not agree to make the introduction, inquire about an alternative solution. Asking if the connector has someone else in mind for you to speak to provides an alternative that the connector may be willing to do. While LinkedIn is a good resource to examine a person’s connections, it isn’t the be-all-end-all listing of a person’s network. The connector might have someone better for you to meet.
Finally, don’t forget a nice thank you.
Here is an example of an initial email to the connector (it is casual because the asker and the connector are friends):
… with that said, I think the path of greatest interest is impact investing. I’m looking for either investment professional roles or structuring of products to bring more investment capital to mission driven businesses. I’d love it if you had any suggestions on firms you like or people you know in or around that space. I’ve taken a look at your LinkedIn connections and have a few people (see below) I’d be interested in meeting if you wouldn’t mind facilitating an introduction.
[Names and the “whys” removed]. Let me know if you have any thoughts or questions.
3. Replying Back
Great, your connector has sent the email. Now what?
In your reply, first move the connector to the bcc: line. Thank the connector, something such as “Thanks Eric, for making the intro (moved you to bcc)” is sufficient. Next, address the contact and say something such as “looking forward to meeting you.” Here is the most important part of your reply- provide dates/times to meet/call. We cannot stress enough how much time and email exchanges are wasted because concrete information regarding times to meet/chat is not proposed. Every email should be relevant and efficient. Using one email exchange to say nice to meet you, and then another email exchange to say that next week is good, and then a third email exchange to propose dates/times are not efficient. In most cases, plans can be made with two emails total.
If you prefer to meet in person, suggest locations that would be convenient for the contact. As part of the offering of meeting details, tell the contact that you are also available after work hours on so-and-so days if that is an option for you. End the email with a request for the contact to provide dates/times if the ones you have suggested don’t work for the contact.
Here is an example of reply from the Asker:
Connector, Thanks for the intro. I’m moving you to bcc: to spare your inbox.
Contact, Connector says great things about you and I look forward to meeting. Are you available Tuesday at Noon? If not, please propose a few days and times that work for you (Wednesday and Thursday afternoons are open for me).
4. Meeting the Contact
We won’t go into too much detail here, since you know the drill- arrive a little bit early/call exactly on time, dress appropriately, take notes, etc. Do things that make yourself and the connector look good and don’t say/do anything that may reflect poorly on the connector. Think of ways you could be helpful- if appropriate, ask the contact for a challenge- and think of ways you could be helpful.
As part of your preparation for the meeting/call, make a list of things you would want to talk about/ask for assistance with. And then whittle the list down to no more than 3 topics and/or asks. Having too many topics or asks makes you a burden to the contact and adds to the person’s to do list. If you have any asks, be sure that the asks are specific and something the contact can actually do or have a concrete opinion on without too much effort. For example, asking the contact “What is your perspective on the future of private-public partnerships in public housing sector in Los Angeles” is better than “What do you think about private-public partnerships?” Or “Can you introduce me to Mary in your design department” is better than “Can you get me a design job?”
Remember to respect the contact’s social capital and relationships and not to abuse it by asking the person to overextend her/himself. And finally, don’t forget to give the contact an “out”, i.e., an opportunity to say no to the ask without making the contact feel bad. You don’t want the scenario where every time the contact thinks of you, she/he recalls the feeling of awkwardness. Giving the contact a graceful exit option increases the odds that the contact will not associate you with negative connotations, and also increases the chances of the person helping you down the road.
Offer to pay for the coffee, meal etc., since the contact is doing you a favor. It is just a nice thing to do. Perhaps the contact won’t accept, or will insist on paying (especially if the contact is senior to you), but your gesture goes a long way.
5. Thank you and Follow Up
After the meeting/call, send a thank you. The form of the thank you, e.g., handwritten note or email, depends on the message. If the message is simply a thank you, a note might be best - remember to use appropriate stationary since the stationary is a reflection of you. But if the message also contains follow-up items, then email is better because a note could be misplaced.
In a follow-up email, be sure to include a list of things you will do. Where you already have answers or additional information requested by the contact, include these relevant materials as text and attachments. Make it easy for the contact to simply forward the email to the next person, which increases the odds that the contact will follow through. If the contact agreed to do things per the conversation, it would be helpful to include a list (use bullets). Again, make it easy for the contact.
And finally, don’t forget to thank the connector and provide an update on the meeting. It is helpful in case the contact follows up with the connector about the asker. Providing an update also makes the connector feel good, especially if the meeting went well, and validates the connector’s faith in you. A small gift to the connector would be nice, but not necessary. (Recently, Eric received an Amazon gift card, which was a nice touch from the asker.)
6. No Response from the Contact
You sent your reply with proposed dates/times, and a week has passed with no response from the contact. Send a follow-up email (with new dates/times if appropriate) and don’t include the connector on this email. Give the contact a week. If no response to the follow-up email, email the connector and inform the person that you haven’t heard from the contact. Hopefully, the connector will check in with the contact or give you feedback on why the contact has not reached out to you. It’s important to keep the connector in the loop so the connector doesn’t feel like you somehow dropped the ball (and makes the connector look “bad”).
The next post will provide tips for the connector and the contact and will also include an example of a successful email introduction chain.
Key words: email, introduction, asker, connector, contact