Nobody brings an engagement ring to a first date, and no investor brings a checkbook to a first meeting. You can't cold-email 100 investors and expect wires to land in your account. Funding follows trust, and trust takes at least three meetings, sometimes three years.
The good news: you can start building it long before you're raising.
START EARLY, AND USE THE 5×7 RULE
Begin building investor relationships before you need money. When you meet someone new, aim for five interactions in the first seven weeks to establish a lasting connection: a networking chat, a follow-up email, a Zoom coffee, a shared resource, a quick check-in. That's the 5×7 Relationship Rule, and it works because people do business with people they know, like, and trust. The fastest accelerant is a warm introduction from someone they already trust.
Ask for Advice, Not Money
"If you ask for money, you get advice. If you ask for advice, you can get money twice." Investors appreciate being asked for their perspective, and the magic is in the loop: ask for their input, implement it, and report back on the results. Don't skip that third step.
Following through proves you're coachable, which is one of the traits investors prize most in an early-stage CEO. They're betting on the jockey, not today's version of the horse.
Connect the Dots
In your first meeting, tell them what you plan to do over the next 1, 3, 6, and 12 months. Then do it, and come back to show them you're someone who does what they say. A simple close: "We send a monthly update to our investors and advisors, can I add you? What's the best email? And what can I do to help you and the people you serve?"
You are sending monthly investor and advisor updates, right? If not, read our guide on why investor updates matter more than you think before your next meeting. Every interaction is a deposit in the relationship bank.
What's one trust-building action you can take right now?
Where We Can Help
- A fractional CFO can build and explain your financial model to investors.
- An executive coach can help you navigate the investor-relationship game.
- An Entrepreneur Roundtable gets you advice from Mike and other CEOs, free.
Not sure where to start? Talk to our Team.