Pick the message that matches what you've noticed about them. Change a word or two so it sounds like you, you're vouching for someone you rate, not pitching a service. The less it reads like an ad, the better it works. Thanks 🙏
The one thing worth doing: name the specific thing they struggle with. "Your pipeline's up and down" lands harder than "they help with growth."
1. Don't name the specific services in a referral. At this stage, they mean nothing to the person and makes it sound like a sales pitch. Name the problem and let Sukhi take it from there on the call.
2. A written, cc'd email introduction is perfect. Not a verbal "you should call this guy." Check out the example below for pointers.
Works for almost any situation.
When new business is inconsistent.
The founder wins all the work.
The softest version, no overselling.
A proper introduction. This is the version that earns the fee.
Subject: Thought you two should talk
Hi [name],
Quick one. You've mentioned a few times that new business feels harder than it should, and it made me think of someone.
Sukhi Dehal runs Chaos Over, a commercial strategy consultancy for agency. He just doesn't focus on outreach, but all the bits in between that makes things work.
He helps with the things that get messy when you're heads-down on client work: inconsistent pipeline, a proposition that isn't landing, growth that depends entirely on the founder. He built, scaled his own agency over 20 years, so he's actually done it.
I've cc'd him here. No pressure either way, but I had a feeling it was worth the introduction.
[your name]
If you're stuck give me a shout!