Build Your Network & Prospects by Email

Last month's posting on building your professional green network raised all kinds of hackles . . . and dare I say segued into expanding my network, as I have met many fantastic people since that week.  I want to drill down a level, discuss email, and how it can be a tool to meeting more professionals.  So whether you are in a career transition, have a sales quota and need to build your pipeline, or are a solo shop looking to build up your practice, here are some tips on composing that general email.

  I wish to focus on content of the email.  Everyone is busy and the trick is to get people's attention, which is harder the higher they are on the corporate ladder--or if they are currently attracting much press and media buzz.  Sometimes you need to jump through some hoops and go beyond LinkedIn or other social media networking sites.  And while I still believe the phone is a powerful tool, I'll give you the benefit of the doubt . . . few of us like being cold called, so email is a "warm" approach to introduce ourselves or our services.  If you are emailing like mad and not getting great results, then you need to step back . . . and try a different approach.  So read on . . .

  Let's just start with introductory emails.  We've all received this in our inbox through LinkedIn:

  I'd like to add you to my professional network on LinkedIn.

  I think you'd agree that's just plain lazy.  You did not even have to type anything!  That probably took 4 or 5 clicks of the mouse.  Fine if you are one of those LinkedIn LIONs, but useless if you really want to build a genuinely new professional relationship.  Maybe you've sent or received this:

  I liked your profile and I want to add you to my network.

  That's marginally better, only because you had to type a few words.  But that's not really getting anyone's attention.

  Then you have the long 4 or 5 paragraph introduction, starting with your name, where you are, what you have accomplished, what you've done in your career, your favorite color, what form of renewable energy you think is in the future, the model of your hybrid car, and so on and so on.  Now this potential contact's eyes are glazing over, rolling to the top of his or her head.

  What you need to do is to score their attention quickly.  I use a format very similar to this:

 

• A catchy subject line.
• ·One line introduction on how you know about this person - if you can congratulate them on an award or some great favorable press, that would be ideal.
• Brief paragraph on why you are contacting them.
• Final line with a suggestion of a day and time to meet. 
• As for formatting, use a basic text, and no fancy graphics to ensure that if someone is reading your email on a Blackberry or iPhone, the formatting does not get messy.

  You do not want to bore this person, so keep your introductory email brief and to the point.  Assume the person is reading the email on their mobile device, so there is no point in rambling.  Some may disagree with me, but you really should keep out hyperlinks or images so that your introductory message is clear and makes a response easy. So here's a sample draft:

  Subject line:  Requesting an information interview re your work on sustainability - January 2010

(For some reason, the date tends to get past the spam filters--I've used this format for a few years)

  Dear Contact:

  I read about your efforts in Sunday's edition of the Times, was impressed with your efforts in leading your firm's new contract with Los Angeles, and I was inspired to contact you.

  After working as an account executive for a major manufacturer for several years, I decided I that I want to work in a similar capacity for a renewable energy firm.  Since my undergraduate degree was in biology, I assume a biofuel company would be a the best fit.  I would appreciate the opportunity to ask you some questions about your career trajectory and how I my skills and experience could transfer for a company similar to that of yours.

  When are you available for a 15 minute conversation next Tuesday or Wednesday afternoon?

Thank you,

  John/Jane Doe

  That's it!  If you were in a sales or strategic partnering position, that second paragraph could have a brief blurb discussing why your organization is the firm with which that prospect should do business.  You do not want to type too much:  again, demonstrate that you know about the person and firm, keep your story to a paragraph, and nail that person to a day and time.  Sometimes I go so far to suggest "3:30 next Tuesday," but that is up to you how bold you want to be.  I'm amazed that when I've tried this approach, most of the time I get a response via the Blackberry--hence, keep the email short and sweet.

  So what time of day is best?  Well, that depends.  I avoid Monday mornings, but some would disagree with me.  I've tried it on Sunday afternoons, when I assume folks are checking their PDAs.  Friday afternoon may work because people are in a good mood as they anticipate the weekend.  The lunch hour could work, too.  The point is to mix it up.  What I would not do is email late at night.  Unless I know the person, a 1:00 a.m. email imparts the vibe that "I'm too important to contact you during normal working hours."

  I hope these tips are helpful.  But depending on your situation, you may have to pick up that dreaded phone.  I'll touch upon that in a future post.

As with any of my postings, I welcome your feedback.  If you wish for additional advice, feel free to contact me by email.  Perhaps you could use a format similar to mine in order to get my attention . . . happy networking!