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I've become a LION of LinkedIn

This article is more than 12 years old
Even as a LinkedIn Open Networker, my efforts appear to have had no tangible impact on my executive coaching business

I've been reflecting on networking. I'm assured by everyone it's the fertiliser I need to stimulate growth in the seedling that is Geoffrey Wadhurst Coaching Ltd. Yet my not inconsiderable efforts have had no tangible impact on my business.

"Get out there more," says Phil, my social media guru. "Connect with everyone – then things'll happen." He makes the point that my LinkedIn network is paltry, especially compared with his database of 5,000-plus contacts. "You can't have met all those people," I say. "Of course not," he says cheerfully. "But I'll connect with anyone. I'm a LION."

If, like me, you're mystified by this acronym, let me fill you in. A LION is a LinkedIn Open Networker – instead of connecting only with people you know, as LinkedIn recommends, LIONs connect with everybody. They'll always accept an invitation. Some even put "LION" after their name. "A bit like having pampas grass on your front lawn if you're a swinger," suggests Derek over Skype.

On my LinkedIn profile, you'll now see Geoffrey Wadhurst, LION. Naturally, I'll accept all invitations to "connect" …

Earlier this week I had a "one-to-one" with Douglas from my NBI chapter. He sells some kind of healthcare supplement based on the seed of the papaya. When he arrives I say it isn't altogether clear to me how we could help one another. "We have to have a 'one-to-one'," he insists. "It's the NBI way. Only when we truly understand someone's business can we provide quality referrals." I'm afraid I get to understand Douglas's "business" in greater depth than I could have possibly imagined as he launches into a two-hour seminar on the benefits of his product, assisted by an interminable PowerPoint presentation. Our cat, Rocky, is soon snoring audibly underneath the table.

"It strikes me," says Douglas, with unstinting energy, "that my products could be great for your clients." This is not the first time someone has talked to me of selling their services to "my clients" when my objective is to sell coaching to theirs. I do worry that somebody will point out that none of us has any clients and, like a game of musical chairs, the music will stop and I'll have nowhere to sit down.

I press Douglas on how many referrals he's received at NBI. "Not many," he sniffs. "I've given a few." He reflects quietly for a moment. "Stuart serviced my boiler last year." Had anyone given him any business? "No," he says. "But Matt the personal trainer signed up with me as a distributor."

Before the next words leave my mouth, I know I've made a mistake. "What's a distributor?" I ask. Douglas pulls out a glossy brochure and launches into an animated pitch about how I could generate additional income and sign up distributors of my own.

Isn't that pyramid selling? "No," he says reassuringly. "It's network marketing." He pauses. "Perhaps some of your clients need a second revenue stream too."

Contact Geoffrey on Twitter and Facebook, join his circle on Google+ and connect with him on LinkedIn

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