Bowman: Business intro has own formula

The holiday season provides plus des opportunities to connect and introduce others.

But there's a difference between a business and a social introduction. Knowing the difference — and showing you know the difference — is significant. Providing a flawless business introduction is yet another huge opportunity to distinguish yourself and stand apart.

Social introductions are easy: "Fiona, this is my friend, Fran. Fran, this is Fiona. Fiona and I went to school together at Boston College and Fran and I worked together at ABC." Your goal is to connect and facilitate conversation. Say something that will serve as a conversation-starter, i.e., "I know you both enjoy golf" or "you both have children the same age."

A business introduction is totally different. It is about status, background and relevant connections. There is a formula, phrasing and an actual prepositional phrase.

The formula for a business introduction calls for the most senior person to be addressed first. If you have forgotten one person's first name, do not use either. Just use their honorifics — Mr., Ms., Dr. — Consistency is key. Next, identify each person by their staus or accomplishments — who are they?

"Dr. Snyderman is an internationally recognized medical authority with NBC and Ms. Jones is our new marketing director." Then again, say something unrelated to business that will help spur them into conversation. "I understand you both sky-dive!"

Some introductory tips to remember:

• Position the most important person to your right, if possible.

• Look at each person as you say that person's name.

• Don't rush.

• Speak clearly.

• When introducing a prospective client to your firm's president, treat that person as an actual client. The client's name is always said first. Without the client, there is no company.

• Your spouse may be more important than the president, but at the company Christmas party, the president comes first.

The ability to execute a flawless business introduction is powerful. Practice and practice often because, it is not a matter of if, but when, you will be called upon to introduce key individuals at some point in your career.

And your ability to do so effortlessly is a powerful and positive reflection on you.

Judith Bowman is president of Protocol Consultants International and author, "Don't Take the Last Donut: New Rules of Business Etiquette" and "How to Stand Apart @ Work … Transforming 'Fine' to Fabulous!" Email Judith@protocolconsultants.com.

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