The value of LinkedIn is that it allows you to identify (potentially) a much wider set of referral targets. You then use a mutual connections to make the introduction.
Your 5-step action plan
- Optimise your profile
Anyone receiving a personal introduction in this way is very likely to check your LinkedIn profile - so make sure that it’s fully optimised.
Prominently feature your core message so that your target immediately knows why it’s in his/her interest to talk to you.
- Build your network
Use the tools on the site to upload the contacts from your email account; then decide who you wish to invite.
Carefully filter LinkedIn’s suggested connections. Restrict yourself to people you know, like and trust.
Join relevant LinkedIn Groups where you and your target audience seem to have a mutual interest.
- Use endorsements to build a positive perception of competency and trust
Review your connections and pinpoint those with the right story to tell. Look for people who can promote the value you bring to your clients. Try to feature particular challenges that you have overcome that may be relevant to potential clients.
Limit yourself to featuring a small number of strong endorsements that tell the right story. Here’s a good example:
"We were first introduced to Jim the night our server crashed for the second time. It was 11 o'clock on a Friday night and our existing supplier had long since gone home. Our team was flying out for a big presentation the next day, and we badly needed the revised files. Jim was there within 20 minutes, fixed the problem and left with a smile. We now wouldn't dream of being without Jim and his team at JM Design"
- Search for connections
Within your network
Once you’ve identified and spoken to potential champions within your network, search through their networks for likely targets. Then talk to them about introducing you (see how to do this, below).
Outside your network
LinkedIn Search allows you to look for people who match your target audience criteria. If you have a connection with them, then alongside each name you will see either 1st, 2nd, 3rd or Group. This means that you are either connected to that person (1st), know someone who is (2nd), know someone who knows someone who is (3rd) or both of you are in the same LinkedIn Group (‘Group’)
If they are a second degree connection you can click below their name to see who you know who can introduce you.
If they are a third degree connection then click on ‘Get Introduced’ to see which of your connections can provide you with the next link in the chain.
- Ask for the referrals
Spend just 10 minutes a week asking for referrals on LinkedIn and you should be surprised and delighted by the results.
How do you ask?
Start by picking up the phone and calling your contact. Check that they know your target (their LinkedIn connection) well enough to make a referral.
Then email them with your core message specifying exactly how this particular contact will benefit from talking to you. Include your website address, contact details and what exactly you want them to do.
Next, encourage your contact to call your target to check that they are happy to speak to you.
Finally, supply your contact with an email draft to forward to their contact. Ask them to include both sets of contact details so that you and your target can start to talk to each other.
An example of the introduction email
Hi Jim/Oliver
Following my call, I am forwarding you each other’s contact details as promised.
(Contact details/website)
Please let me know how it goes and if there is any else I can do to help.
Kind regards
LinkedIn’s introduction tool
Note that LinkedIn includes a simple tool on its site to help make introductions.
You are asked to write two messages: one to your contact and one to the person they know who you wish to target. This is a fast and efficient way to initiate an introduction but not particularly personal. Test it and compare with the call/email approach, above, to see which is most effective.