The Power of Networking: Turn Contacts into Opportunities

We often hear that “networking (or networking) is”unavoidable” in our commercial jobs. That our network defines, among other things, our professional value. So why? And above all, how do we network?

Having the right contact, in the right place and at the right time, is the wild card for the success of your commercial career!

Networking can be impressive when you don't know how to do it, but don't worry. Surely you are already networking without even realizing it. With your loved ones for example: your sister who you call for relationship advice, your uncle who has a good garage contact...

So why not apply the benefits of being well surrounded to your professional life?

Think about the last time you found yourself stuck in a situation: looking for a new cheese supplier, negotiating the best commission with a provider, looking for ideas to build your commercial strategy in the sports segment...

What was your instinct to overcome this challenge? Did you feel a bit lost? We understand you, as finding resources is not always easy.

It is precisely in these moments that your network becomes your key asset. Being able to communicate with trusted colleagues in the sector, to unblock situations, is both reassuring and effective.

And let's not forget that as a salesperson, building and maintaining a network is at the heart of your job. You may already have a strong customer network; why not expand it to include peers as well?

This is just the right time, as this article will guide you step-by-step to master the art of networking.

I. Mirror, Mirror, Tell Me Who Is My Network?

Quote from Mathilde Baroin, founder of Young Hospitality Club :

“Sometimes in a context of “networking” we try to present ourselves in the best light and some people avoid sharing problems they may encounter (e.g. I am looking for a job, I am stuck on a customer problem, etc.) for fear of being judged or devalued.
However, it has precisely missed any opportunity for the person in front of you to help you or introduce someone to you -> I say all the time “Help others to help you!”
In addition, being yourself is the perfect condition for creating relationships and a long-lasting quality relationship with others.”‍

Remain yourself? Easy to say when shyness or lack of confidence takes over again. Here are some guidelines to help you reveal your personality:

1. Your Network, Authentic it will be!

Listen up, really, really good.

Active listening is in a way your superpower for building strong relationships. More than just listening, pay attention and show understanding and empathy. As a bonus, you'll better capture what motivates others and identify their challenges, needs, and opportunities.

Dare to give your opinion.

You don't have to agree on everything. Quite the opposite! Express your ideas, even if they differ. It is a proof of commitment to the exchange. Argue your points with concrete examples to enrich the debate and create a real connection.

Get right to the point.

If you have a specific objective in the discussion (need advice, advice, or a helping hand), be honest. No need to beat around the bush. Being transparent about your intentions will make the conversation more fluid and authentic.

Admit your gray areas.

Nobody has all the answers, and to say it frankly is cool! It is a proof of honesty that inspires trust and credibility. And it's much more fun than trying to know everything!‍

2. Your Network, Committed will be!

Start open-ended questions to boost the exchange! Forget short, closed-ended answers: prefer questions like “What strategies have you already tested to acquire new customers?”

Share everything you can, your know-how, your contacts, your resources... It is a gesture that marks and remains in the memories.

Share stories and personal examples : “I recently saw an article about a negotiation method that might interest you. If you want, I'll send it to you!”‍

3. Your Network, Empathetic it will be!

Be the support everyone is looking for! When someone is having a bad time, don't hesitate to show your support.

Show that you care about the other by rephrasing and summarizing. For example,”So as I understand it, you don't know how to rework your wedding offer. Is that it?”

Create real relationships! Little by little, you will transform your contacts into great allies, and genuine relationships will be forged, solid as concrete.

II. The 5 Networks for Successful Networking

You are now ready to take the plunge! Yes but where to broadcast? Follow the guide:‍

1. Your current network 

Don't underestimate it: it can be a real gold mine!

This network often consists of former or current colleagues, service providers with whom you work regularly, or even former school friends...

There is a good chance that these contacts have already succeeded in unblocking some of your problems or delicate situations. Have you thought about combining them in your CRM?

To keep this network active, do not hesitate to devote time to it:

• Organize meetings: lunch, coffee, etc.
• Get in touch: call from time to time to discuss your projects
• Bring your close colleagues together: a few times a year with, why not, a theme
• Exchange advice: articles, posts, service providers, collaborators, etc.
• ...

To go further, also think about your network of loved ones: your family, your friends, your neighbors. Talk to them about your job, your challenges, your research... Often, unexpected connections are revealed, because, as they say, “the world is small” 😉.‍

2. Social networks

What is the best way to connect today with professionals in events, hotels, restaurants...? 🥁 LinkedIn!

It is the number 1 professional social network in France. Accessible to everyone, LinkedIn allows you to develop your network in a simple and free way.

A multi-faceted tool that helps you, for example, to:

• Maintain your visibility,
• Bringing together around themes,
• Sharing resources,
• Promote your events,
• Get feedback in real time,
• Keep you up to date with the best practices on the market,
• ...

Of course, other social networks may also be relevant depending on your activity. Each platform has its advantages to target the right people according to your customers. For example, if you specialize in organizing weddings, Instagram is an essential network.‍

3. The Events

Interacting on LinkedIn is good and meeting in person is also important for building a relationship!

Here are some ideas for professional events you are interested in:

• Trade shows: Like SIRHA, EquipHotel, Heavent,... where you can meet service providers, potential customers and colleagues in the sector.
• Webinars/Training/Workshops: Register for conferences or webinars on current topics, to exchange ideas and discover trends. You will be able to acquire new skills while making valuable contacts.

[Tips 1 💡: The strength of webinars is that they allow you to attend remotely. You can even ask the organizers to record them so you can listen to them later.]

• Evenings for your service providers, customers, networks: These evenings give you access to a wide variety of profiles in the sector, including potential customers.
• Event for tourism institutions (Office du Tourisme, Atout France, Atout France, Bordeaux Convention Bureau, Only Lyon...): To keep in mind market trends and meet key players there.
• Your own events: Do not hesitate to organize events yourself to bring your network together and invite new acquaintances! Get people talking about your establishment and create opportunities.

[Tips 2 💡: Don't forget to take a few photos during these events to capture these moments and share them in your next LinkedIn post!]‍

4. Clubs & Associations

“There is strength in numbers” - You all know that saying. At Booking Shake, we strongly believe in this, because the possibilities for exchanges and collaborations in our sector are endless. Joining a club or an association can open many doors for you and represent great opportunities.

Have you ever heard of the “Executive Club” for example? It is a club that brings together profiles from four major functions of the 4*5* hotel & palace hotel industry.

Imagine such a community dedicated to professionals working in groups and events... A space to meet, exchange and share.

Well we have good news! We imagined this club and it is called: The Shake Club ! See you in a few lines to find out everything about this new club.

5. Explore your environment

Your location can also be an opportunity. Dissecting Google Maps can allow you to discover a multitude of establishments around you. Whether they are colleagues (hotels, restaurants, reception rooms, etc.), partners (coffee roaster, florist, cheese maker, etc.) or local businesses, everyone can become a potential partner.

By talking, you will also have the opportunity to share experiences and valuable advice concerning event management, customer loyalty, service optimization and why not refer business.

Imagine, you are a restaurant owner and one of your regular customers wants to book tonight but you are full. Recommend the restaurant next door that you are “networking” with. Your customers will thank you for finding an alternative and will come back to you because you become their trusted expert.

Identify establishments near yours, contact them by calling them or sending an email to introduce yourself and offer you a coffee or an informal meeting and explain your approach and the value of discussing common themes. It's often easier to build relationships with people who share a similar geographic background.

[Tips 💡: Offer to organize visits to establishments to get to know each other and explore how you can help each other. These visits can also allow you to discover new places.]

Sometimes the best opportunities are right next door to you!

III. The 1st Club for Commercial Groups & Events

The Shake Club is the first French-speaking community dedicated to commercial professionals, groups and events. Our mission is to create a dynamic and collaborative space where each member can speak up, grow, and thrive.

1. Network with your Market Colleagues

Meet site managers, hoteliers, restaurant owners, etc. And share your challenges and questions in a caring environment.

Our members include project managers or event managers, venue owners, founders, commercial directors of catering groups...

2. Access to a Direct Channel

Thanks to a WhatsApp group, enjoy smooth and fast exchanges on a daily basis.

Recently, a member needed a quick opinion on a provider he did not know. In just a few hours, he had received several returns from other members who already knew him.

3. Access to Exclusive Resources

Get advice on service providers, processes, business strategies, team structures, etc.

A few days ago, some members shared the commission rates offered by business suppliers. Thanks to this exchange, other members were able to renegotiate their rates and boost their profitability.

4. Participation in Private Events

Build lasting relationships by being invited to events such as workshops, afterworks, webinars, annual evenings, etc.

A few weeks ago, we organized a Webinar in Paris for club members: How to Analyze Your Key Figures for a Business Strategy at the Top? The proposed theme was very popular and our members left with actionable advice.

5. Strengthening your Credibility and Visibility

Add your club membership to your LinkedIn profile, resume, or use it as a selling point to stand out.

Quote from Stéphanie BOUAN GOUPIL, Commercial Director of Bertrand Hospitality and founding member of the Shake Club:

‍“I think this club is an excellent idea, to create a group where the various players in our business can meet, discuss current trends; to be able to reassure each other when the activity is not at its best and tell each other that it will restart. Being able to also exchange contacts of service providers and why not refer businesses; in short, I think it can only create positive emulation.”

To find out more about the Shake Club, fill out This form and our team will contact you to arrange an appointment.

IV. How do you keep your network burning?

***Quote from Mathilde Baroin, founder of Young Hospitality Club :

“I always say that a network is a mirror of the involvement we put into it. The classic mistake some people make is thinking that networking is only useful when there is a need. While Networking allows the creation of long-term relationships with its professional ecosystem. The best way to create and maintain this relationship is to make yourself useful. Being curious about others and asking yourself how you can help them allows you to take a step back from your own issues and learn from the best practices of others. Finally, when the day comes when you encounter a problem yourself, having had this altruistic and caring attitude will allow you to seek help from your network in a very natural and authentic way.”

A solid network is above all about quality interactions. To keep your flame burning, here are 8 tips that ensure:

1. Be Active on Social Media‍

Like, comment, congratulate on a new job, or encourage a new project... These little touches of a few seconds show your contacts that you are there for them and that you support them thoroughly!

2. Be Engaging

Do not wait any longer for someone to come and find you, to go and meet the other. Whether you check in or ask for advice, your colleagues will always be ready for a little chat, you'll see.‍

3. Express your appreciation

Yes, it may sound basic, but don't forget to thank your contacts when they help. It shows that you are a grateful person and that is priceless!‍

‍4. Participate, say YES!

Events, whether virtual or in-person, are gold mines to keep in touch. So go for it, have lunch, walk the aisles of the lounges and join clubs. It's the perfect opportunity to expand your network!

5. Provoke Encounters

Because you never know where it may lead, take advantage of being in Paris to visit the places of your colleagues, or in Bordeaux to visit your favorite wine supplier. The good opportunities to meet each other are never lacking!

6. Stay up to date and keep the link

LinkedIn is a great way to stay up to date, but there are others, why not simply offer your closest colleagues the opportunity to make one lunch per month?‍

7. Reconnect with your old Address Book

Yes, these are the contacts you've been leaving out for years. Your CRM can be a valuable ally in finding them and rekindling the flame. A short message and off we go again!

And now?

You are now equipped to successfully maintain your network. All you have to do is persevere. Because a network, like Rome, cannot be built in 1 day. Take your time and focus on quality.

And to accompany you on this adventure, you can now count on the Shake Club! Exchange, grow and share... Fill This form and our team will contact you quickly.

We let you discover some feedback from our members:

Quote from Sophie GRIMOIN-KREBS, Founder of Pépite Paris and Shake Club member:

“There is everything that entrepreneurs or salespeople in the event industry need (and want): inspiring and generous market players, relevant content, best practices and contacts with and about our so precious contributors, business leads, and also a lot of joy and gluttony! Attention, selective recruitment, we only let in nuggets!”

Quote from Catherine Thouvenin, Founder of Positive Events and Shake Club member:

“This club will allow exchanges with counterparts and different profiles. It is always interesting to go and capture good practices and ideas through meetings or training courses in order to continue to be efficient.”