The Art of the Warm Referral

Call this person, use my name, and let me know how it goes 

Whether you are trying to sell yourself (e.g. career hunting) or your product or service, a “warm introduction” is one of the best ways to break through a silo. If you are fortunate enough to be given a referral, your job is to make the originator of the referral look good and add to their reputation.

This is how I introduce friends of mine from a word of mouth perspective:

Hello, Dr. Nassar? This is Dave Howlett, I’m not sure if you remember, but you attended one of my Knocking down Silos events about 2 years ago? I taught the concept of “the good guy?” You do remember? You’re still using something from the talk? That’s great! [I then spend some time asking how they are doing, the state of their industry and try to think how I can help them]

Dr. Nassar, I was wondering if you could do me a favour. I met someone after a recent Knocking down Silos event who is interested in speaking with you about opportunities in your field. She’s about a year from graduation and is quite an interesting person – in fact she is an avid sailor so you two have something in common. May I pass along your contact information so she can call you for an informational interview? It would only take about 5-10 minutes of your time.

Here are some guidelines for you when you make that call:

• Be brave. Most people are busy, not rude.
• Do your homework; understand the person’s company and little bit of their role. Remember, the first 90% of the conversation should be about them, not you.
• Write down questions you will ask beforehand E.g. How long have you worked at ________? How did the company find you or you found the company? What is a typical week like for you? Do you enjoy your work? Anything in particular? What is the company culture like to work there? What do you see as the company’s greatest challenges in the next 5 years? Don’t forget to ask about [in this case] sailing. Finally…always ask A) is there anything I can do to help you? B) Where do you see a fit for someone of my background and experience?
• When you call or email, ask for a convenient time or shall you set up an appointment.
• Remember to state that you are looking for advice only…. If you ask for a job and they have none… there is no need for further conversation.

Remember the phrase “watch your weekend challenges” Start off with sincere appreciation and a compliment (e.g. about their company) E.g. "Hello, Dr. Nassar? My name is ________________ I am looking to acquire some information into [their industry]; Dave Howlett recommended you as someone having insights in this industry and into some opportunities where someone of my background and education could have a fit.”

• Know what your goal of the conversation is. Write it down. E.g. Be likable enough that:
  • Dr Nassar invites you for a tour of the company or a coffee or
  • Dr Nassar refers you to someone else within the company or
  • Dr Nassar refers you to some other people and companies that are a good fit for you
• Send a thank you note or card of appreciation afterward.
• Let the person who gave you the warm referral know how it went. (If they took your call, if you got the sale or the job etc)

Desired Response: “Dave? Yes, that person you said would be calling me did so. What a nice person. We had a great conversation and I think I have a few ideas for her so she can move ahead. Hey, let me know if you have anyone else who wants to call me and ask about my company and industry.”

Undesired Response: Dave? I have to tell you that the person you referred to me was a little rude. She called right in the middle of the day, didn’t enquire whether it was a good time for me, and launched into a long description of [her resume or product]. Then she said she would follow up and we never heard from her again. I honestly don’t feel comfortable introducing her around, maybe you should take my name off your list for folks to call.

The Art of the Warm Referral by Dave Howlett © 2007 Dave Howlett