Before You Seek Advice, Do Your Work

I shared recently that I got some great advice from Seth Goldman (co-founded Honest Tea, PLNT Burger, CEO at Eat the Change, board at Beyond Meat, etc). I should share what I did before I reached out, because it might help both you and the person you decide to ask for advice in the future.

The First Part Might Be Where You Fall Down

I just reread everything I wrote and came back to the beginning to warn you: you need a network, and you need for the network to think of you as someone who doesn't ask for a lot of favors and who seems helpful and kind and wonderful. Because I don't ask for much, and spend most of my networking efforts helping other people or at least promoting them. If you haven't built a network like this, none of this advice will likely work. You could even stop reading, if you want. Now, back to how I ask my network for advice.

Know Your Questions - or Work Up to Your Questions

Because it's you who need the advice, ALL the work is on you. You have to do the homework, plan the meeting, script your questions, and prepare yourself to be brief, succinct, and out of the way.

In my case, I wasn't exactly sure the questions I should ask, so I thought up the three questions I thought I had and asked another friend (Karin Klein who runs some AMAZING funds and is so super smart) for help. It was actually her idea to bug CEOs/founders instead of investors. So I got some validation that my questions sounded reasonable and I started to reach out to the people who could help.

How to Ask for the Call

In most every case, I reach out via their Contact Info (not LI directly) and I set the letter up as follows:

• Subject line: 10 Minutes of Your Time for Business Advice (NOT SELLING ANYTHING)?
• Something personable (because we're people).
• I'd love ten minutes (or less) of your time by phone or Zoom (your choice). I've got 3 questions for a project I'm working on and I'd love your advice. (Not selling anything) If you're game, how can we go about scheduling that?

And then I sign off in some personable way as well. Never just sign it.

Notice a few things. I made the subject line SO straightforward. I put "not selling anything" twice in the letter. (Users of LinkedIn have a bit of a reputation problem - let's admit it.) Also, I keep the email brief. People want brevity.

On the Call

Have your notes ready. Be on time (or early). Be cordial. Do NOT blather. Keep your eye on the clock the whole time. You're asking someone very important for one of their most precious resources: synchronous time. Be gracious but don't belabor the point (no "we're not worthy" Wayne's World stuff).

Ask your questions. You can either ask each one and wait for an answer, or do what I do and ask all of them to give the person the full outline. I prefer the second method because it feels less like a test.

If you have to, ask a clarifying question or two, but stay on the clock. If you don't get all you need, don't make the other person suffer for that. Go back to the drawing board and revise your questions. Remember, you can ask more people. No one is drowning.

Closing the Call

Besides thanking a person, I like to offer whatever resources I have. I probably don't have something someone else needs, but you really never know. Plus, one great reason for building and nurturing a network of people you care about (it was at this moment that I realized I had to go back and write the first point) is that you can then offer access to that network for other people to use as well.

Great Value Comes From Great Effort

If this felt like a lot of work, then you probably won't benefit from my advice. Nothing I do is based on "easy." Easy is a button that Staples sells . With great effort comes great results.

None of this is mechanical. I don't "paint by numbers." But after this last call, I thought it might benefit you if I wrote this advice out. That's how I am able to keep and nurture relationships with all kinds of people who shouldn't really feasibly give me the time of day.

Wishing you success!

Chris...