How to Ask a (Near) Stranger for a Favor

Professor,

My name is Patrick, I was in Professor Bob’s capstone course where you came in and spoke to us about your book and your experiences in the business world. I graduated in May and have entered the Brand Licensing industry.

I noticed that you recently worked with Krusty Krab. I was hoping you could introduce me to Sandy Cheeks, the Sr Director of Global Licensing with the Krusty Krab. The agency I work with represents the Chum brand and I would love to speak with her regarding a partnership to have the authentic Chum brand to enter the premium crabby patty industry.

I appreciate any help or introduction you can make —

Thank you in advance.

Very best,

Patrick

Note: this was an actual email I received. The only modification is that all names have been changed. (If you are fan of a certain Cliona celata, you may be able to spot his influence in my daily life.)

Patrick, the email above would normally elicit the prompt use of the delete key. But I like you. You remind me of seafood stew — pleasant enough, but requiring some cooking time. In order to get you fully baked, here’s some advice on how to fix your email:

Respect instead of disrespect. It’s wonderful that you reminded me where we met. And because it was a teacher-student relationship, I’m certainly more inclined to help you out.

However, you don’t go that extra step of saying what you remember from the class. And since you were supposed to have read my book, and you clearly Googled my career, it should not have been too hard to come up with something nice to say.

The point isn’t just paying me a compliment, but also showing me that if I connect you with Sandy, you’ll do your research and say something that will make your cold call more pleasant than aggressive.

Remember that you know nothing of my relationship to Sandy. Consider the following different scenarios: 1. Sandy was much more senior than me. 2. Sandy was much more junior than me. 3. I am best buds with Sandy. We worked together closely and our families go SCUBA diving off the Great Barrier Reef together. 4. My former company has 20,000 employees and I was so many divisions away from Sandy, I had no knowledge of either her or her department.

Actually, no surprise, it’s #4. In order to get to her, I’ll have to ask someone else a favor to even locate her department. The fact that you didn’t say, “If you know her or someone who might know her,” comes across as arrogant and pushy.

But regardless, you’re asking me to ask someone to do something, which always has the potential to undermine the relationship. And as your email reads now, I’m inclined to think that’s what will happen if I try to connect you.

Tell me what’s in it for me — and Sandy. Your email makes clear there’s something for you to gain. But what’s in it for us? I used to work for this company. I correspond with folks there maybe once every few months. I save those relationships for a rainy day. You’re asking me to use up one of those limited coupons for you, and you haven’t said why it’s worth doing that.

Don’t assume I know what you’re talking about. For me to write an email of introduction, I’ve got to explain why I think the receiver wants to know you. However, I haven’t the faintest idea what Global Licensing does. And worse for you, I have no idea what Chum Brands licensing is or does. Both have the word “licensing” so that’s a start, but you take me no further. I could do some Googling of her, you, your company, her press quotes and link up all the dots…but that would be your job, right?

Give me something to cut and paste. You want me to write an email to Sandy for you. The easiest way for me to do that is cut and paste from yours. But you’ve not given me any substantive information to use.

Don’t Use Txt-Speak. It would have taken 4 more keystrokes to write “Senior” instead of “Sr.” By taking a short cut, you’ve again told me you don’t care.

I’ve rewritten your email to give you an example that’s more likely to get you positive results:

Professor,

I met you in Professor Bob’s class. Your lecture there was one I really enjoyed. I especially remembered how you said “business is about people.” Given that truism, I’m reaching out to you.

I was reading your blog and that led me to do some more research on you. (I hope you don’t mind.) I realized that you worked at Krusty Krab, who I’ve been calling on from my new firm.

I realize that you no longer work there, but I am hoping to connect with someone in the Global Licensing department. (One person there is the Senior Director, I believe her name is Sandy Cheeks.)

If you know Ms. Cheeks or can point me in the direction of how best to go about reaching her department, I would be forever grateful. (I know it’s not much, but I already forward your blog posts regularly to the folks here at my new company.)

If it helps open a dialog, my company offers specialized licensing programs for global consumer goods companies. We’ve developed techniques for growing brand awareness and sales, and do it in a very cost-effective way. For example, a program we did for Starfish Foods grew their sales by 18%.

I appreciate any help or introduction you can make, and would look forward to staying in touch regardless.

Thank you in advance.

Very best,

Patrick

Reader, what do you think? Am I being too hard on the kid? What do you do when someone asks you for a favor of introduction?