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, of course, 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’t know you or your consulting firm, your missive is probably destined for the Trash folder, unread.
You could snail-mail some sexy consulting collateral, but in most cases, that receives a quick glance before becoming waste-basket filler.
Cold outreach of any kind is extremely ineffective for consulting firms. Particularly if you’re chasing one, specific target. Even if you can secure a conversation, you’re starting with zero Trust, and that’s tough to overcome.
You need to warm up the relationship.
Fortunately, you know Golda, a scion of the Scottish-Israeli Lochs-Shmears family, and industry socialite who is bound to have a good relationship 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 cold and stale.
Ouch. If you had offered Golda an email introduction template, you could have secured the introduction from Golda to Logan, the COO, leveraged the dose of Trust that accompanies a personal introduction, and created 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 email template serves four, important purposes:
- It solves your contact’s “what do I write?” barrier to taking action on your introduction request.
- It reminds them that they promised to take action.
- It makes their obligation to you more concrete.
- It demonstrates that you’re paying attention to this introduction request and taking it seriously.
Your follow-up to Golda provides her with a very short, easy to edit, four-part email template.
The Perfect Consulting Firm Introduction Email Template
Part 1: Opening sentence.
Part 2: One sentence with the target’s name, what they do, a statement about their awesomeness. Optionally include a statement about where they could potentially add value for you.
Part 3: One sentence with your name and the name of your consulting firm and a statement about your awesomeness. One sentence with a statement about where you could add value. Optionally include a personal endorsement.
Part 4: Specific direction to take action.
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.
That’s all it takes to dramatically increase your success rate with introduction requests.
Are there other lines or approaches you’ve found effective for introduction emails?
Text and images are © 2020 David A. Fields, all rights reserved.