Field note · October 2026

The trigger is the introduction

Most B2B introductions fail for a boring reason. They land in a month when the company needs nothing. The supplier was right, the buyer was right, and the timing made both of them look like noise.

Companies don’t buy services on a schedule. They buy when something changes. A contract is won and the cashflow gap opens before the first invoice is paid. A creditor files and a refinance becomes urgent. A lease is signed and the fit-out, the staff and the insurance all arrive at once. Each of those moments makes one specific firm suddenly valuable, and for a few weeks that firm is easy to say yes to.

The best list is short, and every name on it just had a reason to pick up the phone.

Most of those moments are public. Contract awards are published. Winding-up applications are published. Restructuring appointments are published. They sit in registers nobody in sales reads, because they are dull to search and they go stale quickly.

That is the work. I watch the registers, find the company the week its situation changes, and put one firm in front of it that has solved that exact problem before. One introduction at the right time does more than a hundred at the wrong one.

If you sell to businesses, ask what just happened to your customer before you ask who they are.

Minh, Mutual Door. Routing between businesses at a turning point and the specialists who handle what comes next.