“Cold calls are for suckers.”
For years, if you were to ask me what I thought of “cold calling” – reaching out to people with whom you have no existing relationship or connection – I would have quoted that famous(ish) dictum from Keith Ferrazi’s fantastic book Never Eat Alone.
“Find someone who already knows the person you’re trying to reach,” I’d advise instead. “And ask them to make a warm introduction.” A warm introduction, the presumed holy grail of getting in the door, provides you with a head-start: by having someone else who already has invested their time and energy into building a relationship with someone introduce you that person, you draft off of their progress and immediately spark a sense familiarity that would otherwise take time to build.
But lately I’ve started to back away from my reflexive disregard for going in cold. In fact, I’ve come to realize the dangers of the warm introduction.