What makes a business introduction valuable?

Start with the purpose

Finding a distributor, meeting a prospective customer and exploring a partnership each require different conversations. Before asking for an introduction, define the role, market and capabilities you need.

Then consider what would make the relationship useful to the other side. A relevant company name is only a starting point. Fit also depends on priorities, capacity, timing and the right person’s involvement.

Prepare a short introduction brief

Give the person arranging the introduction something accurate to work with:

• Objective: what you want to explore, in one sentence
• Counterpart: the type of business, role and market you need
• Offer: what you provide and why it may be relevant
• Readiness: what you can deliver now, your timing and important constraints
• First request: a manageable next step, such as a discussion about fit
• Approved information: what you are comfortable having shared

Keep the brief factual. Separate confirmed information from assumptions and leave out sensitive material that is unnecessary for an initial conversation.

Confirm interest before connecting people

Check that both parties are open to the introduction. Explain who the other party is, why the conversation may be useful and what the proposed first step involves.

Get permission before sharing personal contact details or adding someone to a shared conversation. An existing relationship is not a reason to circulate their information without checking.

If the timing is wrong or either side declines, respect that decision.

Make the next step easy

Once both parties agree, keep the introduction short. Explain their roles, the reason for connecting them and the agreed next step. Identify who will arrange the conversation.

Afterwards, clarify what happens next, who will do it and when. Send promised information and record whether the opportunity should progress, pause or close.

An introduction creates an opportunity to assess a relationship. Success can mean a practical next step, but it can also mean reaching an early, informed decision that the fit is weak.