Often times your networking connections will be facilitated through an introduction from someone you know. Consider this scenario: you are speaking with a friend, colleague, or an acquaintance about your goals or interest in a certain company. They perk up and say “I know so-and-so who does x at y company. She’d be a good person for you to speak to. I’ll introduce you.” You leave the conversation feeling optimistic and hopeful that you’ll soon get an “in” at your target company.
But what follows is silence. Your friend hasn’t made the introduction. And you haven’t followed up.
Your friend isn’t to blame – she had good intentions but she’s busy and helping you build your network isn’t exactly a top priority. Networking is about being proactive. You need to take action. Here’s how.
Do the work for the facilitator – tee it up.
After someone (I’ll call her the “facilitator”) offers to introduce you to a contact (let’s call him Bill), your immediate action should be to “tee-up” an email for the facilitator to use in her introduction. This allows you to tell your story – chances are she’s not going to tell your story the way you want it to be told (nor will she want to) – and the facilitator can easily forward your email to her contact with a brief intro, saving her time which means she’s more likely to follow through with it.
Here is an example of how to ask for an introduction over emaill:
To: Laurie
From: Jane
Subject: Introduction to Bill Lee
Hi Laurie,
Thank you for kindly offering to introduce me to Bill Lee at Jackson Beauty Brands. [Start by showing your appreciation. She’s doing you a favor, and opening up her network to you. Be gracious.] I am excited about the possibility of speaking with him regarding brand management and Jackson. As you know, I have a passion for marketing and while I am currently consulting for startups, I am exploring more established brands that have an innovative and entrepreneurial environment where I can add value in product marketing. [In the email, make sure you add context. Why are you interested in speaking with Bill?]
Since graduating with an MBA in 2012 from X school, I have worked with a number of CPG companies on the digital marketing and business development fronts including X and Y companies. Previously, I had a career in feature film distribution at X and Y studios. In all of these roles, the common thread has been my passion for the consumer. [Add some insight into your relevant skills or background. Again, this will help her when she makes the introduction]
Thank you again for offering to introduce me to Bill. Please let me know if you need any more information from me.
Best,
Jane Smith
While it is OK to mention that you are looking at new opportunities or seeking an insider’s perspective on a company, it should never come across in your message that you are expecting your friend’s contact to help you land a job. An introduction request should be respectful and to the point – why do you want to meet that person and what are your interests?
What happens next?
The facilitator can either forward your email to her contact with a brief intro (she doesn’t have to add much as you have done the leg work for her), or she can copy excerpts from your email to create her own personalized introduction. She likely will cc you on her email to her contact.
Once the introduction is made, the ball is in your court. Don’t wait for Bill to respond first. You need to add your voice to the conversation, show appreciation for the introduction, and entice him to take a call/meeting with you. Here’s an example:
From: Jane
To: Bill
CC: (or bcc): Laurie [Add the facilitator in cc or bcc so you keep her in the loop. If you don’t want to inundate Laurie with future email exchanges between you and Bill, you can bcc her]
Jane, Thank you so much for the introduction! [Thank your facilitator first, then focus on the person you are being introduced to. If you decide to bcc her, you can say “Jane, thank you so much for the introduction! (Moving you to bcc)”]
Hi Bill, It’s very nice to meet you. Jane has told me great things about you [It’s nice to flatter the person you are being introduced to and also makes Jane look good to Bill] and spoke of your diverse career at Jackson Beauty ranging from operations to marketing. As Jane mentioned, I am currently exploring marketing roles at consumer products companies and would love to learn more about your experience – would you be available for a brief phone call? I know you are extremely busy, so please let me know what works for you over the next few weeks. I really appreciate it! [Be gracious, be flexible and show appreciation for their time]
Thank you,
Jane Smith
[You won’t be attaching a resume at this stage as that may seem presumptuous. A link to your LinkedIn profile is sufficient]
You want to respect their time. Certainly meeting in person is preferred, but you are more likely to get a “yes” response by asking for a phone call. Once you develop the relationship, an in-person coffee chat or lunch can happen in the future.
Don’t forget to nurture these relationships
As I have written in previous blogs, your networking efforts will be most successful when you nurture these new relationships. After you speak with Bill, promptly send him a thoughtful thank you note within 24 hours. Circle back to your friend Laurie who facilitated the introduction to thank her once again and give an update about the meeting. During the course of the conversation, Bill may have offered to make new introductions for you (and you in turn may have reciprocated the offer). By all means, take him up on it and follow up. As always, remember to be thankful and gracious each time you make a new connection as you continue to expand and nurture your network.