Connect with Influential Industry Leaders: Tips for Connecting With Your Business Crush™

My design firm, Studio Delger, specializes in branding for the built environment. As CEO, a major part of my role is business development — and I absolutely love it.

Each week, I scour publications like the Nashville Business Journal, Nashville Post, and The Tennessean searching for headlines featuring my target clients (primarily real estate developers). When I spot a deal making it into the publication, I introduce myself over email, ask if branding is on their mind, and share a link to my website.

It’s the perfect “in.” A congratulatory email about their news coverage often lands at the right time — just as they’re looking for someone who offers my services.

On average, about 1 in 10 emails gets a response. This strategy has even led to significant, ongoing business. And even if they don’t respond, they’ve now seen my firm’s name: Studio Delger.

But then, there are a select few people — those so well-known and powerfully connected that they’re constantly in the headlines. Let’s call them my “Business Crush.” In fact, let’s trademark it for the purposes of this post: Business Crush™.

The idea of reaching out to them makes me feel a little ridiculous. It’s like emailing Oprah and then compulsively refreshing my inbox, hoping for a reply.

Cue the internal dialogue about a Business Crush™: “Why would they ever open my email or make time for me? What’s my plan, anyway? Just to say, ‘You’re amazing, I admire your work — can I bring you coffee and fangirl you?’”

Yeah, that kind of rambling intro doesn’t seem like the best use of their time — or mine. It also doesn’t align with my personal brand as a professional, in-demand CEO. While I am a confident businesswoman, it’s like I’m in fifth grade again, and I cannot fathom uttering a word to Chris on the bus.

In fact, I’ve only taken the plunge and cold-emailed a Business Crush™ once (despite feeling way out of my league). And guess what? He pointed me to an even more legendary bigwig that I would never have dared email, and then it turned into a giant, game-changing piece of business.

Crap, I guess that means I have to do it again?! (Cue internal dialogue…again.)

While I’m not a therapist, my guess is that the hesitation stems from a perceived power imbalance. My Business Crush™ is powerful (Oprah). I’m less powerful (not Oprah). Therefore, reaching out feels silly.

But here’s the thing: Your Business Crush™ — though influential — is probably not Oprah. So the key is to close that cognitive gap.

Here are my tips on how to do that:

1. Know why you’re emailing.

What is the one ideal outcome you want from this email?

2. Don’t make them think too hard.

Be clear and concise in your wording.

3. Don’t make them read too much.

Give a quick pitch and ask to send a follow-up if what you’re asking needs more context. Scannable? Even better.

4. Make meeting you a breeze.

If you truly want to do an intro and speak to them, make sure a 15-minute Zoom option is on the list. My go-to script is, “I know your time is valuable, but if you’d be open to an introduction we’d be happy to make it easy for you. We can travel to a location at a time convenient to you or hop on a quick Zoom. We’re also more than happy to host you at [very easy to access location].”

5. Don’t ask them for something you can do on your own.

Show you did your research, show how you landed where you did, and help them see why they are your final stop to getting to an answer or moving the needle.

6. Tell them why helping you helps them.

It never hurts to show why what you need might help benefit the mission they are on (a mission you know because you did your homework before emailing).

7. Don’t ask someone for their time and send a self-schedule link.

Self-schedule links make sense in the right context, but for a dream meeting with someone you admire where you are on the other end of the power differential, I just think it reads a bit rude. Instead, send three options and offer to work around their schedule if none work. Be ready to move a meeting rather than making them continue to email you over and over. We’re talking about a dream meeting with a Business Crush™!

8. Waiting is ok, too.

If you’re not able to nail items 1–7, it might be a sign to wait for the right moment. Set a Google alert on them and make sure you’re keeping up with their wins. The right moment will open up.

So if you’ve been thinking about emailing that business person you admire — do it! Be smart, strategic, and confident. Close that cognitive gap and trust that you belong in their inbox.

Am I missing anything? Let us know in the comments!