You can always tell the people, who aspire to a genuine relationship by the level of thought, not the effort alone that has gone into affecting the introduction.

Warm referral from a trusted source in-person (“I’d love to introduce you to Jose, who I think you’ll find extremely helpful. When can we all meet….”) – 9/10

Delighted to, I am intrigued.

Cool referral from a trusted source by email (“hello, I thought you might like….) – 5/10

Clearly you are doing someone a quick favour at my expense but if it is not worth much of your time, why should it be my priority?

Multiple follow up calls and email after being forced to download an agenda or list of speakers at an industry event (“I saw you clicked on a download on our site, and I would love to arrange a call….”) – 2/10

Your sole interest is to take my money in return for attendance, sponsorship or a possible speaking/moderating slot at your low-rent event. Let’s be honest!

Random business card thrust in your palm at an event (“I’d love to tell you about my digital marketing business….”) – 1/10

You don’t know me and I know nothing about your credibility. You simply are taking a flier, in the hope I won’t throw your card in the bin. You might be wrong about that!

LinkedIn invite from a stranger (“I have been reviewing your website….”) – 0/10

Delete. No you haven’t, you are sending me a BS vanilla invite because the technology allows you get away with this lazy crap or you are too dumb at marketing. Which is it?

Spam email from no-name vendors, join the claims management companies and their “you have been in an accident” garbage in the marketing cesspit….