HERE'S THE SCENARIO
A very respected person in the industry, who is also a friend/mentor/associate of the client wanted to introduce her to a few potential clients.
These potential clients were a direct fit and she was very excited by the prospect of meeting them.
But they had no idea who she was.
They simply had a very well respected mutual connection in common.
And so it was safe to say, they were not actively looking for her services
What did we recommend as her best next steps?
STEPS
1. Firstly, we strongly recommended that the friend gets permission from his contact to make the introduction in the first place.
2. We then wrote out the email her friend could use so he didn’t have to do much work. Making it super simple for her friend would only increase the chances of more connections, and wouldn’t that be great 🙂
The email wasn’t complicated. Just a few lines:
Hi John,
How are things going? I’d like to introduce you to my friend/colleague/associate/connection, {insert name}.
Add a small intro about the company – (no more than 1-2 lines)
{Insert your name} has provided me with a lot of support in the last few years, saving me a lot of time, energy and resources. (Be as specific as you can with this bit and make sure it’s short and sweet).
I’d very much recommend her/his services.
{Insert name}<>{Insert prospect name}
Speak soon
3. When replying, we suggested the following:
- Make it all about your prospect.
- Don’t pitch on the email.
- Show you’ve done your homework. You’ve researched their company.
- Ask them a couple of thought-provoking questions at the end that’s all about their business. Something you know they wouldn’t have thought of for themselves.
- End with a suggestion to meet in person or speak over the phone with a few date/time suggestions in a couple of weeks (don’t be overly eager).
I know you’re wondering, did she get a reply…?
And the answer is, no, she didn’t. However, this is what she did which got her the sale:
4. She picked up the phone to have a conversation with him (not to sell anything)
- She prepared what to say to a gate-keeper.
- She prepared how to introduce herself and her first 30 secs was genius:
“Hi John, I know you weren’t expecting my call. Do you mind if I take a minute to explain why I’m calling and then you can let me know if it makes sense for us to chat?”
- She prepared the question she was going to ask to enable him to drop all his barriers.
- She prepared what she wanted to get from the initial conversation.
WHAT HAPPENED?
- He remembered reading the email but hadn’t had the chance to reply.
- He loves their mutual connection and was so happy to be introduced.
- He did have a few priorities and issues in her area of expertise which really concerned him.
- She didn’t sell on the phone! She suggested they continue the conversation at a more appropriate time.
- They met up for a coffee a few weeks later and she won the sale!
But what if you don’t get this type of response? What do we recommend you doing?
- Send a quick email and let them know you’re happy to have a conversation or meet but appreciate it may not be the right time.
- Let them know you’re here if ever they need help with anything.
- End with a lead magnet or something that can give them more value.
- Update your friend and thank them!
It worked for my client and I hope it works for you too 🙂
Serve brilliantly, Sell Authentically
