The Secret to Becoming a Super Connector

A few years ago, a former colleague reached out to me. He was working at Cisco, helping the company organize its 25 anniversary employee celebration. For the event’s entertainment, CEO John Chambers wanted Jerry Seinfeld.

My friend was concerned. He had no idea how to deliver such a big name, but John Chambers wouldn’t take no for an answer.

I knew that securing Seinfeld would be a challenge. Not only were his fees immense, but he was in a different orbit than most entertainers. But I had a valuable asset in my back pocket: my trusted network.

For the past 20 years, I’ve carved out a home for myself at the intersection of music, entertainment, and technology. I’ve actively and intentionally nurtured an expansive, multi-industry network, which is the backbone of everything I do. Over the years, the network has evolved in terms of its scope and complexity, but at its core, it’s quite simply a vehicle for connecting powerful people.

By leveraging my network, I was able to approach Jerry Seinfeld and, ultimately, secure him for the Cisco event. This bolstered my reputation as a “celebrity wrangler,” a title I proudly embrace. On a more fundamental level, however, being a super connector helps me succeed daily.

No matter what the strength or status of your current network is, you have the potential to become a super connector, too. It takes time, but by making an effort to strengthen the bonds you already have and forging trusted relationships over the long term, you can create opportunities and grow your influence.

The Importance of Contacts, Old and New

Even if you haven’t reached “500+ connections” status on LinkedIn yet, you shouldn’t underestimate the value of the people you do know. It’s not about knowing people in high places — at least not yet. It’s about the people who know you.

Your colleagues, peers, and friends are familiar with your skills and strengths. Because they like and trust you, they’re more inclined to invest in you, hire you, or provide you with resources and referrals. As their careers evolve, many of them will land in positions of power and authority — and they’ll be empowered to take you along with them.

When one of your contacts transitions into a different circle (a former co-worker who takes a new job in a different city, for example), you may feel the strength of the connection fade. Don’t let this happen. The stronger and more diverse your relationships are, the more powerful your network is.

Here are a few tips for nurturing vibrant relationships:

  • A cup of coffee can go a long way. Every so often, sit down with contacts over a drink or meal and catch up face-to-face. Ask if there’s any way you can help them achieve their current goals.
  • Keep the members of your network informed by adding them to your newsletter. Regular communication not only keeps you top of mind, but it’s an invitation for your contacts to collaborate when there’s an opportunity.
  • Involve your connections in your projects. I regularly interview members of my network on my weekly online radio show. They’re honored and excited to participate, and their contributions make my show valuable and of high impact to my listeners.
  • When there’s an opportunity (e.g., a job, a speaking engagement, an interview request, a board opening), let your contacts know on an individual basis. Explain your rationale for sending along the opportunity, as well as the potential benefits.
  • Write unprompted endorsements on LinkedIn. Help your contacts gain visibility for their work by sharing and commenting on their Facebook and Twitter feeds. If someone you know is going through a career transition, offer to make select introductions to relevant contacts through your online networks.
  • Attend reunions, gatherings, and networking events. These are great platforms for re-connecting and re-engaging — and remaining visible for fresh opportunities.

The Reciprocal Benefits of Adding Value

Everyone in your network has individual needs. When you connect someone with valuable resources — whether that means access to money, knowledge, contacts, or referrals — there’s a ripple effect and a triple win. Your contact benefits as the recipient. The bond between the two of you becomes stronger. You develop clout as an influential person who can make things happen. And, of course, the people you connect to each other benefit, too. When you regularly add value to the lives of your contacts, your network thrives.

Similarly, when you ask your network to help fulfill your individual needs, you’re creating an opportunity for your contacts to add value to your life — and thus enjoy the same benefits of being a connector. In making a strategic ask, you’re establishing a long-term cycle of mutual wins.

In her book, “Strategic Relationship Mastery,” my friend and colleague, Judy Robinett, teaches people to follow up every introduction with two questions: “What other ideas do you have for me?” and “Who else do you know that I should speak with?”

With this approach, I’ve been able to forge connections with President Barack Obama, Oprah Winfrey, and Paul McCartney, among others. That’s the power of a strong reciprocal network.

Becoming a super connector will open up a world of value-added opportunity. Make the effort today, and you’ll see benefits for years to come.

A highly sought-after consultant, super-connector, trusted advisor, celebrity wrangler and thought leader, Kelli Richards is the CEO of The All Access Group LLC. She facilitates strategic business opportunities in digital distribution between innovative technology companies, talent & media companies, and brands in order to foster new revenue streams and deliver compelling consumer experiences. As a trusted advisor, she transforms the quality of people’s lives. Kelli is also the author of the bestselling e-book, “The Magic & Moxie of Apple – An Insider’s View.”

James A. DeMeo, M.S.

Higher Education | Adjunct Faculty Instructor | Sports Security Professional | Crowd Safety Solutions | Best Selling Author | Professional Speaker| Event Security Staff Training | Personal Safety & Preparedness

8y

Be honest and transparent-that's how I build my network.

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Rob O'Keefe

SaaS Enterprise Sales | Agency owner

8y

I am really glad I found this article. While it may have been written awhile back, it's a high value piece. Kelli - thank you for sharing your wisdom!

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Great insights, thanks for sharing, Kelli Richards

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Thomas Antonopoulos, Internet Business Strategist

★ Internet Business Strategist specializing in Creating the Best Profitable Online Marketing for Entrepreneurs

10y

Thank you, Kelli. We should never underestimate the value of the people we know. I liked the few tips for nurturing vibrant relationships. We can definitely benefit from a strong reciprocal network. Great article, I will definitely recommend reading.

And that folks is how you become and influencer! :-)

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