Yesterday, I got into a conversation with a friend of mine who told me that he disagreed with me about my LinkedIn networking practices. He, like me, has his own business. He told me why he disagreed with me, and what he told me was very intriguing.
I’ve been using LinkedIn primarily as a networking tool, and I continue to use it as such. That said, LinkedIn can be used for a number of purposes, including one that hadn’t occurred to me — and that reason was why my friend disagreed with me.
“As a small business,” he said (and I’m paraphrasing here), “I don’t have a lot of money to spend on things like marketing and advertising. I read what you wrote about not connecting with someone because she was into sales and you’re not. The thing is, when you own a business, by default, you’re a sales person. It’s great that you’re networking on LinkedIn, but how much are you going to sell to your existing network? You shouldn’t just be connecting with people you already know. What you should be doing is selling your business to people you don’t know. LinkedIn is, essentially, a free advertising tool.”
He definitely has a point. When I was working for an employer, I used LinkedIn primarily as a networking tool, but that narrative changed when I became a business owner. Before, I was looking to maintain contacts as a source of “hive mind” knowledge, public speaking opportunities, and potential job leads in the event that I lost my job (which, I did). Now that I own my own business, I also need to generate leads for my business. LinkedIn can help me do that.
So to my friend, if you’re reading this (which he probably is — he did say that he reads my ‘blog), thank you for that insight. I’ve long said that networking is about building relationships, which it still is. Those relationships also extend to selling your business as well.