Many business people are comfortable with Linkedin. The online tools seem based around the way networking has always worked offline. Used well the Linkedin tools add value to your offline networking.
In a peer to peer boardroom session recently we were discussing how someone could get in front of good prospects for a new high value consulting service. One of the difficulties this person had was helping his network identify referral opportunities. We got the person to identify some real companies he could work with. We then searched linkedin for contacts in those companies. Linkedin showed those in our existing networks who were connected to these 'prospects'. The action the person took away from the boardroom was to try and get introductions to these prospects via his network. Linkedin makes that whole process very open & simple.
It can be very difficult offline to know who our network knows. One way to help is to identify the the actual companies you want to work with. Then tell your network who they are, how you help and why you want to be introduced.
Once you are in a trusted relationship it is well worth setting aside regular one to one time where you explore each others connections and the opportunies within.
Good Networking!
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