Who Knows Who

“Who do we know that knows someone at this company?”  

THE default question asked when prospecting an account. Cold calls warm up when you can connect with someone through a referral. This is tough if you have a weak network.

Once you do find a mutual connection, craft a thoughtful request for an introduction. It will increase the probability of earning the conversation you’re after.

An example:

Molly is the person I’d like to meet.
Turns out my colleague Chris is connected to Molly.

Chris gets a brief note from me:

“Hey Chris, I saw you’re connected to Molly at Acme Company. Any chance you could provide an introduction? If you don’t know her well or are too busy, I completely understand. Thanks. -Ralph”

Chris might respond with, “Hi Ralph. I know Molly from her time at Cooper Enterprises a few years back. Haven’t spoken to her much over the past two years, but am happy to reach out on your behalf. Hope all is well. -Chris”

I then respond with, “Thank you, Chris. This is a big help and much appreciated. Please let me know how I can return the favor. -Ralph”

We sometimes forget everyone’s connected.

• Metcalfe’s Law states that as a network scales, it does so exponentially. Two nodes make only one connection, five make 10 connections, and twelve make 66 connections.

• In 2004, LinkedIn’s Series B pitch deck asserted there wasn’t yet an effective, trusted way for professionals to find and transact with each other online. Based on the power of connections, LinkedIn is now a behemoth.

• Jazz legends Herbie Hancock, John Coltrane, Bill Evans, Cannonball Adderley, and many more once held a spot in one of Miles Davis’ ensembles. The same applies to your industry.

Aiming to penetrate high-value target accounts? In search of a new home to buy? Looking for sponsors for your upcoming golf tournament? Yearning for a mentor?

You already know someone who knows those people. Peers, colleagues, friends, family, classmates, executives, board members, investors, partners, customers, and bandmates can help.  

"We are here to awaken from our illusion of separateness." - Thich Nhat Hanh

“Who do we know that knows someone at this company?”