How to approach cold referrals.

Cold referrals, sometimes we ask for them, sometimes we don't but it's something I came across very early on working with a partner manager from hellotax. I'll cover off how to handle them and explain how you can make them the best opportunity to come across your desk.

So what is a cold referral?

Funnily enough these were the most common types of referrals I would receive. With the partnership managers I was really close with I would ask them to introduce me to specific customers that I knew fit our ICP. The problem with this was that whilst the partner managers could get me the intro, they never had time to warm them up or explain what my company did so it was pretty much a case of this:

"Hi Tom

I want to connect you with Ray, he's a close partner of mine that does < Insert three word explanation here >, I strongly recommend you connect.

Cheers

Dave"

Basically a cold referral is an email address with a bit of credibility lent to you from the introducer.

So how do you handle this?

There are many ways to handle this situation, but let me flesh it out for you in a mini playbook that you can recycle.

Step 1 - Wait

Wait 24 hours, yes wait. Because if you wait sometimes they will reply first and that will give you a sense of:

• What they do
• What they want
• How keen they are (obviously if they don't reply they aren't keen)
• Get their calendly booking link (sneaky!)

Step 2 (If no reply) - Reply to the introducer

So if you get crickets, it is important to play.it just as casual and remember, you are not selling anything yet! I used to use something like the below, now you may be thinking well this is a waste of time and you aren't pitching. Well the goal here at this point is simply to get them on a call cause the call is when you do your pitching, emails are too easy to say no to.

"Hi Tom

Great to connect, would love to find time to learn about < Insert Toms Company Name Here >, feel free to book a time via my Calendly link here.

Cheers

Ray"

Step 2 (If they reply) - Reply to the Introducer

So, if you are in luck and they reply AND they have a Calendly link, hit them up with this.

"Hey Tom

Great to connect, would love to learn more, I've booked a time via your link (hope you don't mind). 

Here is a quick agenda to make sure we get the most out of the meeting:

1. Explain what you do and your ICP

2. I'll explain what I do and my ICP

3. Let's work out some obvious synergies

4. Actions

Speak soon

Ray"

So what is this email doing? Well your goal here is to ensure that you get on a call and get at least 30 seconds to give Tom the "aha moment".

Below is my intention of the email:

1. Use the calendly link without asking -> Nobody thinks this is rude, it's there to be used!

2. Proposing the agenda right away -> Takes the brain pain away from Tom

3. Add value -> Focus on how you can help not what you can get

If you look at those interactions how can anyone say no to that? 

The takeaway

Never underestimate a cold introduction, in my experience these sorts of intros have ended up being the biggest and best customers just because they are born out of trust and adding value. Arguably this is best done when you know you can get an intro to someone who fits your ICP. So what are you waiting for? ask for your partner managers Scayul page and get going!