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How Strategic Referrals Cement Your Position as a Power Player
The difference between a good and great networker? It’s all in the introduction and execution.
Whitney Stowell
June 03, 2025
In partnership with
Read on: My website
Read time: 2 Minutes
Referrals are my favorite type of lead.
Also, my favorite to refer out to other parties as well.
If I can also facilitate a proper introduction between two parties, I’m happy to do it. I enjoy knowing that I can help bring two (or more) people together and see if they might be able to move together as a strong team.
Whether it’s on an existing opportunity, a future one, or referring top talent, or solving an internal problem.
I do look at referrals in multiple categories, referring peer to peer (i.e., business development manager to business development manager, executive to executive, etc.), a company is looking for teaming partners, and small to large businesses, and vice versa.
Today, we are just going to focus on peer-to-peer and specifically referrals with executives, and why spending your time preparing for proper referrals need to be done.
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Executive referrals aren’t transactions; they’re alliances. Get it right, and you unlock doors to boardrooms, deals, and partnerships that redefine industries. The conversations become more open with your referrals, the list goes on.
Get it wrong, and you’ll find yourself locked out of the very networks you aimed to conquer.
I’ve talked about referrals in the past:
Let’s dive into making sure you align your executive referrals properly.
Let’s dance.
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Handle with Care
Executive referrals aren’t about volume, they’re about trust. When a CEO shares their personal number and/or email with you, they’re handing you a piece of their reputation. Most people treat these moments like a casual LinkedIn connection. That’s why most people never get invited back.
So…handle with care.
Just because you can connect with an executive or know how, doesn’t mean you should ever abuse that relationship; you want to make sure you, or any referral or introduction, is worth both you and the executive’s time.
A single bad referral can close doors for good. But the right introduction? It can unlock opportunities that change the trajectory of your business.
92% of executives say a single bad referral permanently damages their view of the connector. But nail these alliances, and you’ll become the invisible force behind industry-shaping deals.
Don’t think about what is in it for you, or what is in it for your party that wants the introduction. The executive is thinking about what THEY need.
Is this introduction something I need? How will they help me?
Is it immediate? Is it something I need to address or someone on my team?
Do I already have someone doing this? Why would I need to talk with them?
Who are they? I don’t know them and have never heard of them, so why should I speak to them?
The best connectors in the world are obsessed with precision, not popularity. They know that every introduction is a reflection of their judgment.
Why This Matters - An Example
I was recently at a conference in Louisville, where a company has been seeking a large business with a specific type of past performance. This was north of a $250M project, and I spoke with their business development manager, who referred me to their executive.
As I spoke with the executive, they type of company they needed that could do this type of remote construction (i.e., digging, tunneling, and more), and were looking to move quickly with the customer. Ok, so this seems legit, so far.
I told him I needed to understand the specific needs for the type of executive I can put you in touch with. I told them I do have a referral in mind, but wanted to make sure this was more than just a potential teaming exercise or just you looking for a partner.
I reached out to an executive who works in this line of work, from a text to a call, we spoke about the lead, the company looking to connect, and what I know about it. I merely told them that I was trying to connect two peers that might be able to support each other.
I mentioned to them “Don’t let a brief 5 minute introduction stop you from potentially missing out on a large contract, and a new relationship.” From there, he was open to it.
I went back to the company’s booth, which was looking for an introduction, wrote down the executive’s information, and mentioned I would help facilitate the introduction.
I kept it high-level, efficient, I respected each other’s time, not too far in the weeds, but enough that I could make sure that it was relevant to both parties, it was warm, and both of them were interested in connecting.
Build the 2-Step Framework for a Proper Introduction
When doing an effective introduction, I like to verbally (or in writing) like to know what exactly the introductions are going to be. I am not noisy, I just want to make sure I understand and can facilitate a proper introduction, and keep it short and sweet.
Here is a quick breakdown.
1. The 24-Hour Vetting Sprint
Before hitting “send” on that intro email:
Demand written or verbal answers from both parties that they would like to be connected. If one of the other is not in, don’t force it. Timing might not be right.
The one party that wanted the introduction: ask them specifically what they need, where, etc.
Require proof of capability from the requesting party, and who specifically am I connecting with? Details matter
If you don’t know who they are on your end, mention that to your connections
Reach out to the party on the receiving side. Ask if this type of connection would be of interest to them. Would they need this capability/relationship? Would they be open to a conversation? Prime the pump before a cold email
2. The 3-Sentence Intro Framework
A short, engaging intro email is all that is needed before you step aside and allow the newly-connected executives to take the conversation forward.
First sentence: “Mark, you’ve been vocal about needing AI infrastructure that scales with your 12-market expansion…”
Second sentence: “Julia led AWS’s enterprise architecture team through 3 acquisitions last year, delivering 40% cost savings…”
Third sentence: “I’ve blocked 15 minutes on Tuesday at 2pm EST—reply ‘confirm’ and I’ll send calendar invites.”
The Unwritten Elements of Alliance-Building
Burn these elements into your prefrontal cortex:
Never share contact details without explicit written consent
Always follow up within 2 hours of meetings with the next step
Never promise outcomes—only promise thoughtful curation
If you are going to make an introduction, make it
If you don’t feel comfortable with an introduction, you don’t have to make it
Grow Your Alliances - Your 72-Hour Challenge
Review your contacts and your email list. Where is your network looking to grow (I’m always thinking about that myself)? Where would you like to build your executive network? This might be for opportunities, joint ventures, small businesses, etc.
Here is a quick exercise you can do:
Map your Top 10: List every executive contact and their current priority
Identify collision points: Where could their goals align with others’ capabilities?
Broker 3 intros using the 3-sentence framework above
Pack Some Additional Punch
Here are a few tips to really hit it out of the park when reaching out. We need to lower the risk, so here are other angles that you can take.
If you don’t feel comfortable making the introduction, say it. Maybe the relationship needs some time to build first
Recommend having the parties meet at a conference. Sometimes, if they are in the same industry, conferences are the easiest place to build new relationships
If you know of mutual events, hobbies (i.e., golf, skiing, etc.) that can also be another angle to approach that has a low risk factor
If you think that you can be a value add in the first meeting for a handoff and a smooth transition, state that you would be open to hosting a call or meeting over coffee, don’t be shy to be helpful. You build additional credibility!
The human touch goes a long way in today's digital landscape.
Build towards it, don’t jump the gun.
What the Internet Taught Me This Week
From new tools, recent trends, and market updates, here is what has been on my mind.
National Association of Manufacturers (NAM): Manufacturers Need “Smarter” AI Policy Solutions. Check it out here
The Big Beautiful Bill is looking to put a lengthy and blanket 10-year ban on States regulating AI. Check it out here
Customer Service is paramount. Never underestimate it. See why Klarna and IBM are now rehiring people after AI wasn’t able to do it. Check it out here
How you handle introductions that matter.
Every executive referral is a vote of confidence in your judgment. When you treat these connections with respect, precision, and intention, you don’t just build a network, you build trust.
So here’s the challenge: don’t settle for being a connector who collects contacts. Become the architect of alliances that outlast your career. Start today. Make your next introduction count.
Because in the world of executives, your reputation isn’t just what you say—it’s who you bring together.
Maybe you can’t do it at scale, but it sure is quality over quantity.
See you next week.
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