How to get (good) intros to potential customers / investors / partners

One of the most valuable assets of an entrepreneur or investor is their network. In order to leverage that network effectively and even expand it, professional and proactive introduction requests (intros) are helpful.
In the United States, I have seen that it is often acceptable to be relatively aggressive when trying to set a time. However, keep in mind that other cultures will have different business/email etiquette.
Most often, people will meet in person and will offer their personal connections once a certain level of trust is established. The key is to REMEMBER who promised introductions to who (write it down on their business card or your notebook). With the name of the person (and hopefully title and company), you can do some research (LinkedIn is pretty common in the US). You should do research because the more specific your request is the better. What experience do they have? Are they the decision-maker you are looking for?
You should ask for that intro within 24 hours (but only after your research!). Make sure to include a specific reason why you want to be introduced for a better chance at getting a response.
The following email template has worked for me in the past:
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Hi XX,
I am following up to thank you again for your helpful insights about XX. Would you still be able to introduce me to XXname, XXtitle at XXcompany? We would appreciate their brief insights on XXexpertise. I am free on Monday at 10am EST for a 15 min call, but happy to make myself available at their convenience.
Thank you,
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Please keep in mind: leading the email with a compliment and a hint as to why/how you are connected is helpful. Are they your mentor? Your investor? A strategic partner? A friend? Whatever it might be, the fact that you have the connection helps establish trust which increases the likelihood of a response to the introduction request.
Also, please note that the second sentence is a specific reason why you want the introduction. It is not "for money" or "for a sale". It is because you want their help or you want to help them. The more specific the reason the better. Usually, asking for their expertise on a topic is effective because it is low commitment and reminds them how capable they are.
Once the person has forwarded your request or introduced you, make sure to follow up within 24 hours with an email like the following:
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Hi XX, perfect intro, thank you! (I put you in BCC to save your inbox)
Hi XX,
It is a pleasure to (virtually) meet you. XX mentioned your XXexpertise and I was hoping to get your brief insights. I am free on Monday at 10am EST for a 15min call, but happy to make myself available at your convenience.
Thank you,
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I know it sounds repetitive, but they may not have read your previous email and the goal is typically to lock down a meeting as soon as possible. It is great to suggest a specific time because it is easier for them to say yes/no to a specific time instead of forcing them to look at their calendar and suggest a time. It also implies that you are professional and like to plan ahead. Additionally, if they cannot do the time you suggested, you are still leaving it open for them to suggest a time that works.
Some percentage of intro requests might not work the first time, so don't forget to follow up until you get a straight yes/no answer.
I hope this helps.
Please let me know if you have any recommendations on the manner as industries, cultures, and many other variables may have an impact on your intro strategy.


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