How Successful People Network : "Inbound Networking"

Every business person knows the importance of networking as a key contributor to success.  And perhaps in no business is it as important as in the special events and hospitality industry, where so many of our relationships are initiated and maintained by networking.

As one becomes more seasoned in their career, there are more connections for networking, but at the same time, there seems to be less time, as one is busier with their success.

So, how do you get the attention of the people with whom you really want to network, when they are just as busy or more than you?  


The traditional way has typically been to invite a person to coffee or connect with them on LinkedIn.  And while these are not necessarily "wrong", they are more entry - level in their approach and are not as effective for people who are at the top of their careers.

Before we talk about what does work for successful people, let's back up and take a look at a concept developed years ago called "Inbound Marketing" , a concept that is still relevant today. In fact, at Engaging Inspiration, it is the very core of our work for our on-retainer clientele.  It is the practice of creating content that has value through articles and updates that draws customers directly to you, as opposed to the old sales practice of "cold calling" or paid advertising , which is all based on a gamble of waiting to see a return on casting a blind reel into a pond and hoping for a nibble.

Like "inbound marketing", now networking is facing a similar turning point.  Successful and prominent leaders in business now know that you need to network differently in order to stand out.  They know that the key is attracting key people to you with "inbound networking".   

Our work at Engaging Inspiration allows us to go deep with our special event and hospitality business clientele and help them create inbound networking effortlessly.   Here are the top three steps we take to ensuring our clients are succeeding at inbound networking:

• Identify what sets the business apart.   Finding something in common with your targeted ideal connection for networking is easy;  but finding a way to capture their interest with something that is exotic and foreign to them is what will attract them to you.  For example, as a Certified Wedding Professional in a room full of wedding planners at a national wedding planner conference, I may not be very interesting.  But at conference of hoteliers where I am launching a service that saves Catering and Sales Directors time and is guaranteed to make them more money, I may be a sought-after conversation partner. 

• Become the Center of the Network.  This requires one to already be in a powerful position.  The theory is that the best way to get invited to the party is to host the party.  Create the networking opportunity and feature key influencers in guest speaker/presenter capacities.  This will  allow you to approach peers with whom you want to network who would not normally spend time with you.  At some point, you will start receiving requests for invitations to attend your party/event because word got out that you are the best and they will want to network with the best you have assembled.

•  Become a connoisseur.  Nothing commands more respect or intrigue than someone who is truly an expert at something.  If someone is drawn to a topic on which you are knowledgeable, it is almost guaranteed you will move to the top of their list.  And nothing draws other leaders than difference.  A great example of this is Bill Gates and Warren Buffett.  They could have had lengthy conversations about business, but what cemented their bond was their mutual expertise and seriousness about the card game Bridge, which eventually led to Buffett's decision to entrust billions to the Bill and Melinda Gates Foundation.

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Engaging Inspiration offers sparkling marketing, social media, PR and training to the special events and hospitality industry and is designed to engage and inspire.