The right way to make introductions

I often make 30 or more introductions per week between business owners, private equity firms, banks and non-bank lenders, investment banks, independent sponsors, consultants and others. My goal in making these introductions is to help everyone. Most of the time, my participation in the conversation after I’ve made the introduction is completely unnecessary since there’s not an immediate need for legal counsel, so it’s in my interest and in the interest of the introducees for me to exit the email string as efficiently as possible.

These introductions ideally introduce two individuals who want to transact; for example:

- A business owner seeking equity or debt to the right type of capital provider (or investment banker)

- A CEO or CFO in transition to a company in need of a new executive or board member

- A consultant offering a service to a person who could immediately use that service

Of course, good introductions can be more general in nature (e.g. you guys have a lot in common and should meet one another), but they should still be purposeful and intelligent. Great introductions also need to make it easy for the introducees to connect directly with each other without the introducer involved.

Ten years ago, my friend Mike Glaser at Perkins Coie was the first one to say “Thanks for this kind introduction Christian, moving you to bcc.” It was then and continues to be the simplest and most efficient way to remove me from conversations after I’ve made the introduction. I love it when people use this line (or any variation of it) because it saves my inbox and lets my introduction hopefully germinate into a new relationship.

While I’ve developed my own style and approach and purpose with these introductions, many others in my firm and elsewhere have evolved in similar ways. As I’ve written elsewhere, Tim Sanders in his oftimes gushy way calls these types of people “Super Connectors:”

“Super Connectors seek to help, not solve their own problems. Their paradigm is that networking is the act of helping others find success by introducing them to people they should meet… When your point of view is that you meet people to serve, you open more doors, make more friends and build a robust network of people who LOVE you.”

Introductions are also the perfect place to give meaningful compliments:

“John is a gifted financial mind who could be an outstanding resource for you.”

“Mike has incredibly deep knowledge about his industry.”

“Brooke has a great network of investors who could be perfect partners for you.”

I’m fortunate in that making these kinds of connections is a natural fit for my personality and professional role as a salesperson at a top national law firm. Most of our prospects, as I’ve said before, don’t have an immediate need for legal counsel. Making these introductions is a great way to stay in front of prospects in a value-added way.