The Extraordinary Power of Introductions

The Extraordinary Power of Introductions

There are times when my life seems to have a pervasive theme.

In recent weeks, the theme is “the extraordinary power of introductions.”

If you are a sales professional, the value of an introduction is likely very obvious to you. For human beings developing powerful personal networks, the value of an introduction is even greater! Every introduction conveys trust and personal credibility. However, I’ve seen many professionals (myself included) squander opportunities to form influential relationships because the value of the introduction was misunderstood.

A great example of this is the growth of my consulting practice from the many referrals of former colleagues, clients and consulting peers. I always thought referrals were great – there was already a purpose to address - and introductions were “nice, polite, but not necessary.” Introductions appeared valuable when and if there was a direct connection to an opportunity for business. To my own surprise, I had formed that conclusion without ever really considering what distinguishes the referral from the introduction.

Referrals Resolve Needs

Referrals and Introductions are both important to generating business, developing communities and fostering “the network.” A succinct description of the Referral’s role is “ it resolves an expressed need.” In a transactional world, the Referral is king!

Referrals are most often in response to a specific need, or request and when successful, the result is a problem or need resolved. When we ask for a Referral (and we do it all the time) we are stating a need. “Do you have a good physician, attorney, do you know of a nice Mediterranean restaurant?”

Introductions Are Catalysts for Possibility

At a recent conference hosted by the Merrill Lynch Women’s Exchange, Edythe DeMarco, a successful Merrill Lynch financial advisor, shared how she was employing introduction strategies to become connected to a new network of women in the medical profession. She had clients who wanted to acknowledge her for providing valuable information, and recognize her contributions by introducing her to other successful women. Her excitement was palpable! Suddenly, what I heard her say was more than “that’s nice, polite, but not necessary.” What I heard was “I don’t know what you’ll create, but I want you to know people I know.” The Introduction emerged as a catalyst for possibility and, I was incredibly excited, too.

The Introduction may appear less immediate, considering the transactional nature of the referral. However, the Introduction is an essential element of extraordinary relationships. Introductions are powerfully backed by “the full, faith and credit” of the individual introducing you and are open to whatever you are out to create with another person.

The Introduction states an association to someone trusted, and conveys credibility, allowing a space for exploration, collaboration, and ultimately a relationship.

Perhaps the best thing about the Introduction is the expression of confidence that a “need” is not required to merit the connection. That kind of confidence emboldens the potential for an unconditional, powerful and extraordinary relationship.