Beth Boen has more than 30 years of experience in sales, marketing and customer service. She is an award-winning marketer. She is also a professional trainer and customer experience consultant. Beth loves helping people build long-term, loyal relationships that produce quality connections in their business that lead to lifetime customers and endless referrals. Beth helps people do this through her thoughtful blogs and training curriculum. Members of SHE Leads Group have access to more in-depth business development training through presentations at meetings from Beth, her curriculum, and guest trainers. In addition to being the Founder of SHE Leads Group, Beth has had a training and consulting business, The Voice Customer Experience, that she started in 2005.
How to make a proper email introduction
Making an email Introduction can be challenging for some people for a variety of reasons. One reason is they have trouble finding the time. Another reason is maybe they don't know how. Let's look at how an individual can overcome these challenges.
It is true, we all seem to lack time to get it all done. However not taking the time to provide a proper email introduction can be detrimental. Why do I say it is detrimental? Let me share an example.
Once I asked for a referral to an estate attorney, because I needed one. The email intro from the connector was something like this:
“Beth, you need to meet [name of attorney]. He is an estate attorney. [Name of attorney] you need to meet Beth Boen.”
No phone contact information was shared. No reason why we should meet. That was it. This is what I call a flimsy introduction.
The attorney never reached out to me, so this is a LOSE-LOSE-LOSE.
1. The connector loses making a great connection. The attorney could have thought the connector was connecting a salesperson, in which case this could also be viewed as negative by the attorney.
2. The attorney loses the sale. I needed an attorney to contact me, since I am very busy and my need was not top-of-mind. When the attorney did not reach out, I figured his customer service was bad. Now I wonder if the connector’s other contacts provide poor customer service like this attorney.
3. I lose possibly a great attorney and my time still searching for one.
As a connector, this is opposite of what one wants. A flimsy intro might signify they don’t care to take the time to write a proper introduction. It could also signify that they are so busy that they don’t take time to serve customers well. It leaves the other two parties wondering, “Why am I being introduced to this person” and makes for an awkward first interaction.
Some people try to do mutual introduction via text messaging to save time, but I would highly discourage this in most cases, unless someone has an urgent need. Take the time to email an introduction. Text messaging is definitely not the right place to introduce prospective referral partners. A proper introduction is too long for text.
Other times, the connector might reason that they will just text the person asking for the referral the contact info. This is a lost opportunity for the connector to be a hero with the referral. What if the referred person never tells the referee that the connector referred them?
So what should a proper email introduction include?
- Subject line
“Hello [name of person & name of person]:”
- Purpose of the email
Make the introduction as to the reason why the two people should meet.
- Wrap it up statement
“I will let you two take it from here. I hope this is a mutually beneficial connection. Below is each other’s contact information.”
- Contact info
If you can copy and paste their email signatures, that works great.
- Your typical sign off and signature
At SHE Leads Group, we provide two in-depth training sessions on this very subject, including worksheets to work on our copy and paste email intros that we can provide to each other in our chapter. All our meetings have some form of training and members have access to all these training presentations on the member log in section of the website. This is just one of the many differences in SHE Leads Group. To experience the SHE difference, we welcome you to visit a chapter near you, where your business category is not already occupied.