written by MO.com Subject Matter Resource Rick Itzkowic
Shock, amazement and alarm. These are the three words that best describe my reaction to hearing CEOs say, “I’ve been in business for 15 years. We are more experienced than the new guys getting into our industry. New business has to keep coming in. They need us. I don’t have to have my people tweet or link up.”
If you’ve found yourself over the last few nanosecond years saying or thinking the above, let’s talk about scheduling your brain surgery. Your prescription is to start clearing the memories of days gone by when you were the only game in town. Your competition is loving you keep your head in the sand. They’ll even bring an umbrella to make you more comfortable.
Doing business the same way in 2012 as you did five years ago – let alone in the 90’s – qualifies as “insanity. Insanity has been described as doing the same thing over and over again expecting a different result. There’s no such thing as “business as usual.” People who’ve never had to market or sell before are being forced to do so. To keep your current business, as well as generate business today, a variety of alternatives to traditional marketing and sales efforts need to be aggressively embraced.
One of these approaches is using Social Media. In particular, I am talking about utilizing LinkedIn (LI). Why LinkedIn? Simply put, because business today is all about relationships. LI is the premier business networking site that exponentially helps people build and sustain relationships – locally and globally based on the six degrees of separation concept.
LI succeeds because you don’t know who all the people you know . . . know. For example, at a neighborhood dinner party I was having a conversation about wanting to meet a particular individual. My wife overheard, and replied, “I know him!” I of course asked, “How do you know him?” She answered, “Because he’s dating one of my friends.” This simplistic example, under my own roof if you will, suggests the power LinkedIn brings to you second and third tier referrals and connections.
When you get the hang of LI’s powerful search features, you are able to connect with thousands upon thousands of contacts through your contacts’ networks. This shocking and amazing online tool enables you to build both your reach and your expertise in a way that turns into real business profits.
My mantra is “business people need to learn how to use LinkedIn.” If you don’t, you can be sure your competitors are. Don’t be caught in the “insanity squared” trap — that would be working harder at ignoring today’s social media queues while expecting a different result.
Rick Itzkowich, “Rick I The LinkedIn Guy” is a genuine people connector. He bridges the two worlds of face-to-face networking and online networking. He understands and practices networking like few others do. As a successful entrepreneur, Rick creates turnkey products that meet today’s demand for tools to increase your business.
Rick serves as a subject-matter LinkedIn expert resource for both online and offline marketing communications, such as MO.com and Focus.com. He also serves on ExpertMarketeer.com’s advisory board.
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