At some point in your career, someone you know will a) ask for an introduction to someone else in your network, or b) offer to make an introduction to someone they feel you should know.
Email introductions can be a double-edged sword. On one hand, they can be incredibly useful in connecting directly with an elusive executive. On the other hand, they can suck up a lot of time (and lead to bruised egos) if not done with tact.
The very worst email introductions automatically assume that the connection being made is appropriate and beneficial for involved parties. But the truth is unless you’ve explicitly asked in advance, this is just an assumption.
Here’s an example of an email I recently received:
I would like to introduce you to Cindy Lou (cc’ed). Cindy Lou is an expert in X, which you will find useful. I’m sure you would enjoy the meeting. I’ll let you two find the best time to meet next week!
The problem is, while Cindy Lou might be an expert in X, I don’t really care about X, it’s just not my thing. Naturally, I don’t want to spend even more time feigning interest in X. And I definitely don’t want to waste Cindy Lou’s time either. The other problem: Despite what Horton thinks, I’m mostly out of the office next month so can’t find a time to meet without a lot of calendar shuffling.
I used to accept blind introductions (and subsequent meetings) like these in the past out of politeness. It was an ineffective use of my time – and theirs. Even when I dared to say no, I had to spend time crafting a firm, yet polite email to decline the opportunity. Drafting the email didn’t take up nearly as much time as a meeting would, but it still took time out of my day that could be better spent on strategy or operational challenges. Eventually, it became too much.
Nowadays, when it comes to email introductions, I try to model the behavior I want to see. When people ask me to connect them with someone in my network, I make sure I have a double opt-in. This means I’ve asked for (and received) the permission of both parties before I send a note. Here’s what it looks like:
Pavel would like me to connect him with Uhura.
I’ll ask Pavel to send me a new, well-written email with the request (Pavel should NOT include our previous conversation i.e. the original request). It could look something like this.
As discussed, it will be great if you can introduce me to Uhura. Here is a summary of my ask: <insert awesome summary here>
Thanks in advance for your help.
Live long and prosper,
Then, I would add a sentence or two before forwarding the note to Uhura (without including Pavel). My addition would provide further context and could be something along the lines of: “I don’t know Uhura well and I haven’t tried her products, but the elevator pitch sounds relevant to you” or “Uhura is brilliant and working on a super interesting project you might be interested in.” This context setting is important, but should only take 30 seconds of your time.
If Uhura agrees to the introduction, then I add Pavel to the thread. If she says no, I’ll let Pavel know that as well.
Double opt-in email introductions work well for a number of reasons.
- The onus is on the person requesting the introduction to write an awesome email detailing why the connection is valuable. It’s not the facilitator’s responsibility to make the case
- It avoids putting people in an awkward position of accepting a connection or meeting when there is zero interest in the product/service/pitch
- It encourages frank dialogue. If a person wants to decline an introduction, chances are he/she is more likely to provide a candid reason in a private one-on-one email with a trusted connection. It allows the facilitator to filter the information appropriately while still providing a truthful explanation to the requester
- It allows for brevity, without sounding cold. Since the facilitator has established relationships with both parties, a to-the-point email doesn’t come off as arrogant or rude
I make lots of introductions, and I am more than happy to do so. It’s great for community building. I hope the double opt-in method helps make introductions faster and a better experience for everyone!