Gail Biddulph believes that a great first impression is a one-time opportunity, and the same principle applies to business introductions.

The way someone is introduced can determine whether they secure a new client or miss an opportunity. According to Gail, a simple introduction is often not enough; going beyond the basics and strategically considering what the recipient truly needs makes all the difference.

This article explores Gail’s insights on how to craft powerful introductions that foster better referrals, stronger relationships, and a more effective business network.

The Common Mistake in Introductions

Gail explains that a common approach to introductions involves stating a name, profession, and a credential or certification. While this may seem adequate, it often lacks impact.

For example, when introducing an electrician named Dave, simply saying, “Would you like to meet Dave? He’s an amazing electrician, and he’s NIC registered,” does not necessarily make him stand out. While it sounds professional, Gail suggests that it may not be compelling enough for the recipient to take action.

Thinking Beyond the Obvious

To create a meaningful introduction, Gail advises going beyond basic details. She believes that an introduction should not only focus on the person being introduced but also on the recipient’s needs and, more importantly, the needs of their clients. She suggests considering the following questions:

What does this company’s client actually need?

How can this individual add value in a truly relevant way?

For instance, Gail shares that Dave is known for being Pro Net Zero and also a Dark Spark—meaning he can work overnight without disrupting business operations. These details add depth to an introduction. If speaking to a commercial business owner, she might say:

“Dave is a fantastic electrician who can work overnight, ensuring zero disruption to business operations.”

If the recipient prioritizes sustainability, Gail would frame the introduction differently:

“I know an incredible electrician who is Pro Net Zero and aligns perfectly with sustainability values.”

According to Gail, the key difference is tailoring the introduction to what the recipient values rather than providing generic information about Dave’s credentials.

The Power of Considering ‘Clients’ Clients’ Clients’

Gail encourages thinking three layers deep when making introductions. Instead of focusing solely on the individual being introduced or the direct recipient, she advises extending the consideration to the ultimate end client. A key question she asks is:

What do the clients of the recipient’s clients want?

She explains that this perspective leads to more relevant, high-value introductions that address specific needs rather than generic descriptions. Whether introducing an accountant, a photographer, a designer, or an electrician, she emphasizes that focusing on the end user’s requirements ensures a more compelling introduction.

A Practical Approach to Better Referrals

To apply this strategy in networking and referral efforts, Gail recommends the following steps:

1. Understand the person being introduced. Identify their unique strengths, specialties, or differentiators.
2. Know the recipient’s true needs. Determine what their business or client base requires.
3. Make the connection relevant. Frame the introduction in a way that highlights the person’s ability to solve a specific problem or add unique value.
4. Be concise yet impactful. A well-crafted, succinct introduction is more memorable than an overly detailed explanation.

Conclusion

Gail asserts that a meaningful introduction extends beyond a name and job title—it strategically connects people in ways that create real value. By considering the needs of the ultimate end client, she believes that stronger connections and better referrals can be facilitated. She encourages taking a moment to look beyond surface-level details and tailoring introductions accordingly to make a significant difference.

She leaves readers with a valuable principle: Think about the clients’ clients’ clients. According to Gail, this small shift in perspective can greatly impact how introductions are received and acted upon.

By adopting this approach, she believes networking efforts can become more powerful and effective.

Video Transcript

Referrals. Introductions. We only get one opportunity, don’t we, to make an introduction?

You know, you’ve had your one-to-ones, you’ve looked at the game sheets, and you go, “Yes, I know that person!” And you say, “How can I introduce you?”

“Oh, well…”—and this is courtesy of Dave, thank you, Dave—”Oh, just tell them, just tell them,” and I quote, “I’m NICEIC registered.”

(00:37) Okay, so I’m standing in front of the owner of the company that he wants an introduction to, and I know that if I say, “Would you like to meet Dave? He’s an amazing electrician, and he’s—what is it, Dave?—NICEIC registered, and he’s a Which? Trusted Trader, and he offers guarantees,” is that always going to get Dave the referral that he wants?

(00:57) And I’ll be honest and say—I didn’t introduce Dave Bundy to that person at that time, because I knew not that the person I was standing with wouldn’t want to meet Dave—because, of course!—but it’s not about the person that you’re talking to. Put another layer onto it.

What does that company’s client actually want?

(01:23) So I think about it as: What do my clients’ clients’ clients want?

What do they want to feel? What do they want to think? What do they want to do?

And how can the amazing people in this room actually help them achieve what they want to achieve?

(01:43) So, a quick conversation with Dave—and of course, knowing Dave, I know he’s pro-Net Zero. I also know he’s a Dark Spark.

So, for commercial work, if I was introducing Dave, I’d say, “Dave can come in at night. It’s not going to disrupt your working day at all.” And people are going to go, “That’s amazing! Absolutely amazing!”

(02:12) If I’m talking to somebody who’s very sustainability-based, I’m not going to talk about Dark Sparks, and I’m not going to talk about the—N-E-C… E-C-C? What’s it?

I’m going to say, “I know an amazing electrician who’s pro-Net Zero.”

(02:25) So, it’s actually taking it to the next level and thinking:

What does this person’s clients actually want—from the electrician, from the accountant, from the photographer, from everybody that’s in this room?

(02:43) So, I just thought to keep it short and sweet:

Think about your clients’ clients’ clients.

Think about your referrer’s clients’ clients.

And we’ll get more referrals for people.

Hope that helps!