Warm introduction etiquette: five rules careful advisors follow

What good warm introduction etiquette looks like

A warm introduction is a connection between two people made by someone both of them trust, with the agreement of both. Etiquette is what keeps it warm: the person receiving the introduction should feel informed and free, never ambushed. A useful test is whether they could decline in one line without any awkwardness. If they could not, the introduction is not ready.

Five rules cover nearly every situation, and they apply with extra force when the introducer could be paid. For a referral partner introducing an owner to SourceX, they translate into three concrete habits: ask the owner before anything else, send only public or owner-approved context, and say plainly in the first message that SourceX may pay you a referral reward.

The PRICE rules for introductions

The five rules spell PRICE, which makes them easy to remember before you hit send.

How a double opt-in introduction works

A double opt-in introduction means both sides agree before they are connected. With a self-serve option, such as a referral link, the second opt-in happens when the person chooses to use it.

1. Ask the person you would introduce, privately, whether the connection would help, and include any disclosure in the same message.
2. If they say yes, ask what they are comfortable having shared, and with whom.
3. Choose the route they prefer. For SourceX, that is either your referral link, which takes the owner to sourcex.si/apply with your code attached so they can apply when it suits them, or the referral form once they have agreed.
4. Pass on only what was approved. With a referral link, you pass on nothing at all; the owner tells their own story.
5. Step back and let the two sides schedule without you, unless the owner asks you to join.
6. Check in once, a week or two later. The guide to following up with the company owner covers what that message should say.

Before and after: the same introduction done two ways

Two short messages you can adapt

The permission ask:

The handoff, once they say yes:

The introduction email builder drafts a version tailored to your relationship.

Why disclosure matters more when you could be paid

People weigh a recommendation differently when the person making it stands to gain, which is the logic behind the Federal Trade Commission's guidance on endorsements. In its Endorsement Guides FAQ, FTC staff explain that a connection between an endorser and a marketer that a significant minority of the audience would not expect, and that would affect how they evaluate the endorsement, should be disclosed clearly and conspicuously and close to the recommendation. No particular wording is required, and a plain statement works better than jargon such as affiliate link. The Guides are not regulations, and they apply most directly when you recommend SourceX publicly, in a post, a newsletter or a talk.

In a private, one-to-one introduction, the same principle is simply good manners: say it early, say it plainly and put it in writing. This is general information, not legal, tax or financial advice.

What these rules mean for a SourceX partner

The etiquette maps onto how the program works. Partners make introductions and give basic fit information only; they never export, upload or describe confidential records. SourceX then confirms fit with the company's sponsor, helps the company inventory its systems, and agrees price and terms with it before any buyer sees the opportunity.

Fit means a US company with 50+ full-time employees at peak (contractors excluded), several years of documented operations, the right to license its records, and an owner, CEO, CFO or authorized representative who can sign. The who qualifies page sets out the full baseline, and checking it before the permission ask is part of the Reason rule: an honest reason includes a reasonable belief that the company fits.

Partners earn 25% of the eligible platform fees SourceX actually collects from the referred company's licensing deals, capped at $100,000 per referred company, payable only after the buyer pays and SourceX receives its fee. Credit goes to the first valid referrer whose introduction leads to a verified company application within the attribution window, which is one more reason to use your referral link rather than an informal mention.

Limits: where etiquette is not enough

Good manners do not replace professional rules. Accountants, lawyers, coaches and registered representatives each have their own rules on referral compensation and disclosure, and some are stricter than any etiquette guide. Registered representatives, for example, should read the guide to outside business activity rules for referral fees before introducing anyone.

Advisers in transaction work, such as quality of earnings providers, also need to keep introductions separate from engagement work and client confidentiality. Inside a CEO group, the room's confidentiality norms add another layer, covered in peer group member introductions.

Next step

Pick one owner you know well, check the PRICE rules and send the permission ask. When they say yes, register as a partner so your referral link carries your credit, then make the single check-in that the follow-up guide describes.