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You meet someone who would benefit from knowing another contact in your network—but you hesitate. Perhaps you feel reluctant to impose or are uncertain if it’s your place. Or perhaps you've considered asking a colleague or client for an introduction, but you've held back, fearing it might inconvenience them. Each of these moments represents missed opportunities for meaningful relationship building.
The Power of Introductions
According to social psychologist Adam Grant, individuals who consistently and generously connect others develop stronger reputations, enhanced influence, and deeper professional satisfaction. This phenomenon is called the "connector effect." For lawyers specifically, the benefits are powerful. Introducing contacts within your network positions you as trusted, resourceful, and generous. And asking for introductions helps you access new business opportunities, referral sources, and insights more efficiently and effectively than cold outreach ever could.
Why Lawyers Should Request More Introductions
Lawyers often underestimate how willingly their contacts will introduce them to others. By explicitly asking contacts, clients, or colleagues for introductions, lawyers can significantly enhance their odds of having conversations with potential clients or influential referral sources from a position of strength and trust.
Rather than sending a cold email, making a cold call, or engaging in cold small talk at a networking event, imagine you ask a trusted client or colleague to introduce you. This warm introduction leverages your mutual relationship’s existing trust and credibility, improving your chances of engaging meaningfully with the new contact. This not only boosts your odds of securing new business—it saves you substantial time and effort.
Why Lawyers Should Make More Introductions
Being proactive about making introductions pays considerable dividends as well. When you introduce two contacts who would benefit from knowing each other, you position yourself as a valuable connector. Each introduction reinforces your image as someone who genuinely cares about helping others succeed.
Proactively making introductions positions you to receive reciprocal introductions in return. The act of giving without immediate expectation of receiving builds goodwill and trust within your network. Over time, your contacts will naturally look for opportunities to repay your generosity, resulting in valuable introductions that benefit your practice.
Make Introductions a Habit
I can write this with confidence because I see it play out all the time with my coaching clients: Lawyers who frequently request and generously provide introductions are successful at building their practices. They attract better clients, build deeper relationships, and develop stronger professional reputations.
Start today by proactively making one thoughtful introduction—and asking for one yourself. Your professional network—and your practice—will be stronger for it.
Jay Harrington is president of our agency, a published author, and nationally-recognized expert in thought-leadership marketing.
From strategic planning to writing, podcasting, video marketing, and design, Jay and his team help lawyers and law firms turn expertise into thought leadership, and thought leadership into new business. Get in touch to learn more about the consulting and coaching services we provide. You can reach Jay at jay@hcommunications.biz.