How to Ask Investors for a Warm Intro (And Actually Get One)

You've raised a fresh round of funding. Congrats! You've got money in the tank; it's time to build, grow, and scale your business.

But your investors can often offer you a lot more than a check and advice. They tend to have vast networks. They know others in your industry, their other portfolio companies, former colleagues, etc.

A warm intro from your investor can help you reach new customers. It avoids the need for lots of outbound messages or cold calls, which are time consuming, ineffective, and expensive. Plus, warm intros convert as much as 40% more often than meetings booked from cold sources!

Here are three different ways you can ask your investors for an intro to a target customer. We've ranked them from most effective to least effective.

1. Ask for a intro to a specific individual

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This is, hands down, the best way to ask investors for introductions. It removes any open-ended work for them and makes it as easy as forwarding a note on your behalf.

There is one challenge with this approach though. It requires that you know one of your investors is connected to the person you're trying to reach.

How to Do It:

1. Identify shared portfolio companies that they've also invested in. Usually you can find a public list of companies on their website.
2. Browse their LinkedIn connections. Be careful with this option as a LinkedIn connection isn't often a great indicator that they actually know the person.
3. Use Commsor to identify connection strength and get recommended intro paths. This works with your investors, customers, advisors, executives, partners and more!

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Once you've identified the connection, you can ask for that specific introduction.

Example: "Hey! I noticed you're connected with [Prospect's Name] from [Company]. I think our [Your Product/Service] could really benefit [Company] (more details below).

If you're comfortable, could you introduce me to [Prospect's Name] so we can chat about it?

Thanks!

[1-2 sentences about you & Your Product/Service]."

2. Send a spreadsheet of target companies.

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If you have a specific list of companies you're looking to reach, make a list in a spreadsheet. Send it to your investors and ask them to mark which ones they can help with. This tends to be more effective than the open-ended intro request because you're making specific asks.

You can use this Google Sheets template and save yourself a little bit of time.

How to Do It:

1. Create a Target List: Compile a list of your top target companies. Extra points if you include the specific person at the company you're trying to reach. You can use this Google Sheets template as a starting point.
2. Send to your investors: In your email, explain how investors can help by indicating which companies they have connections to and are willing to introduce you to.
3. Send forwardable intro requests: For each company that an investor can help with, write a personalized intro request. Send each one to the investors so they can forward it to the person they know.

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Example "Hi [Investor Name], you said you could help connect us with [Target Name] at [Company]. Appreciate you forwarding the following note to them. Thanks!

[Forwardable blurb for your investor to send]"

3. Ask for intros to a type of customer

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This is the least effective way to ask for an intro. It puts double, open-ended work on your investor.

They have to both think if they know anyone that fits your criteria and make the suggestion to you. And then of course they still have to make the intro. That doesn't mean a general ask can't work. For example, add a reminder about the account type you're trying to sell to in your monthly investor updates.

How to Do It:

1. Define the persona: Be clear about the role or type of person you’re looking to connect with. For example, say "VPs of Sales at 200+ employee software companies," not "salespeople."
2. Provide a blurb: Give your investors 2-3 sentences to explain the value to a target customer.

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Example: "We’re looking to connect with VPs of Sales at 200+ employee software companies. If you happen to know anyone in your network who fits this profile and might benefit from our [product/service], I’d appreciate an introduction. Here's a blurb you can send to anyone you think of."

Conclusion

There is so much value trapped in your investor network, you just have to go out and ask for it. The more specific and strategic you are with your asks, the more likely you are to see success.

Don't forget to thank your investors when an intro they made  turns into a new customer for you!

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