Bernie’s Bagel Empire (BBE) is the perfect client for your consulting firm. They’re in an industry your consulting firm targets, and Bernie himself revealed in a recent trade magazine article that his company is struggling with the wheaty weighty challenges your consulting firm solves. There’s just one problem:

Even though you’ve consumed their products a time or two (hundred), you don’t know anyone at BBE.

You could try cold calling Bernie or someone else at BBE, ofcourse, but it’s unlikely you’ll connect to your target or receive a call back.

You could send a provocative email, but since they don’tknow you or your consulting firm, your missive is probably destined for theTrash folder, unread.

You could snail-mail some sexy consulting collateral, but inmost cases, that receives a quick glance before becoming waste-basket filler.

Cold outreach of any kind is extremely ineffective forconsulting firms. Particularly if you’re chasing one, specific target. Even ifyou can secure a conversation, you’re starting with zero Trust, and that’stough to overcome.

You need to warm up the relationship.

Fortunately, you know Golda, a scion of the Scottish-IsraeliLochs-Shmears family, and industry socialite who is bound to have a goodrelationship with someone in the upper crust of BBE.

You ask Golda if she’ll introduce you to someone at BBE and she enthusiastically agrees to recommend you to Logan, their COO, whom she knows well. “Logan will love you,” she gushes, “and I know BBE could really use your help.”

A couple of days go by without an introduction. Then a week… a couple of weeks. You feel awkward about asking Golda again—after all, if she really wanted to introduce you, she would have. Mentioning the missed introduction to Golda calls her out for failing to live up to her promise, and that’s not great for your relationship with her.

Your warm path into Bernie’s Bagel Emporium has grown coldand stale.

Ouch. If you had offered Golda an email introductiontemplate, you could have secured the introduction from Golda to Logan, the COO,leveraged the dose of Trust that accompanies a personal introduction, andcreated instant momentum with BBE.

You: “Golda, would you be willing to introduce me to Logan over at Bernie’s?”

Golda: “Sure. Of course. I should see him at the Holey Roller fundraiser in a couple of weeks.”

You: “That’s terrific. If you don’t mind, though, an introduction by email would be great. I’ll send you our standard introduction language. You can use it or not use it – but it usually makes the introduction easier.”

Golda: “Okay, sure. That sounds great.”

Following up on your introduction request with an emailtemplate serves four, important purposes:

1. It solves your contact’s “what do I write?”barrier to taking action on your introduction request.
2. It reminds them that they promised to takeaction.
3. It makes their obligation to you more concrete.
4. It demonstrates that you’re paying attention tothis introduction request and taking it seriously.

Your follow-up to Golda provides her with a very short, easy to edit, four-part email template.

In practice, the perfect email introduction looks like the example below. We’ll pretend you’re Bob of Strategically Tactical Consulting.

Golda, you can use the email below to connect Logan and me. Edit as you see fit, of course. I look forward to receiving your introduction then connecting with Logan. Thanks!

Hi Logan and Bob. Quick introduction since I think you’ll find value in knowing each other.

Logan is the COO of Bernie’s Bagel Empire and is, unquestionably, the reason BBE has toasted their competition. His insights and experience in the industry are absolutely worth hearing.

Bob is Managing Partner at Strategically Tactical Consulting, a boutique firm that delivers practical solutions to manufacturers with rising costs. I’m positive Bob’s team could help you address that yeast problem you’ve mentioned a few times, and I’ve heard sterling reports about his work from other players in the industry.

Email addresses are above. Please reach out and connect with each other.

Golda

That’s all it takes to dramatically increase your successrate with introduction requests.

Are there other lines or approaches you’ve found effectivefor introduction emails?

Text and images are © 2020 David A. Fields, all rights reserved.