Growing Your LinkedIn Network – Is it a Must for Consultants?
Independent Consultants - Is Growing Your LinkedIn Network a Must to Maximise Revenue?
I recently sat down with Sven*, a vastly experienced Basel Biotech expert with over 30 years of international, multi-disciplinary experience. Sven’s network is impressive – he can call the CEOs of major firms, and they’ll answer. But something changed recently, and the work stopped coming in. Sven, once accustomed to a steady flow of inbound opportunities, found himself wondering what had gone wrong
Over coffee and croissants, we broke it down into three reasons:
1. His network had moved on, but his services had not. Many of Sven’s previous contacts had either retired or moved up the ladder to positions where they no longer needed his services
2. His outbound business development muscles had atrophied. For years, Sven relied on work finding him. He never needed to seek out new opportunities actively, so when that steady flow dried up, he found himself at a loss
3. His ability to use tools like LinkedIn was basic, and he didn’t know where to start. Sven had the connections, but he wasn’t leveraging them effectively
Trust, Like, Know: The Foundation of Effective Networking
When it comes to expanding your LinkedIn network as an independent consultant, three factors are crucial: trust, like and know. For me, these elements are at the heart of every successful professional relationship
Trust - From the Gut
Building trust begins with establishing credibility. It’s the gut reaction people have when they decide whether to engage with you. Are you a friend or a foe? Can you be trusted? When Sven started consulting, his reputation preceded him – his network trusted him implicitly. But as time passed, new contacts didn’t have the same history with Sven, making trust harder to establish
Like - From the Heart
Next comes the question of likeability. If someone is going to work with you, they want to know it’ll be a pleasant experience. This is where empathy comes in. By putting yourself in their shoes, understanding their problems and showing that you genuinely care, you build likeability. Sven had always been likeable, but he hadn’t actively nurtured new relationships as his network aged and evolved
Know - To the Head
Finally, there’s the need to know. People need to know that you can deliver what they need. It’s not enough to just be likeable; you have to show that you have the expertise and can solve their specific problems. Sven’s challenge was that although he had a wealth of experience, he wasn’t demonstrating it to new contacts in a way that resonated with them
The Reality Check: Is Your Network Working for You?
Sven’s story is not unique. Think about your own career. How many of your opportunities came from a cold pitch or application versus a connection or recommendation? For most of us, the latter has played a more significant role. If your network isn’t bringing in the opportunities it once did, it might be time to rethink your strategy
Shifting from Outbound to Inbound
The utopian scenario is where work finds you instead of vice versa. It’s not just about having a large network; it’s about having a quality network. This means actively connecting with the right people – those who can:
- refer you
- hire you
- or introduce you to someone who can
Building a network that works for you isn’t just about collecting contacts like Pokemon; it’s about nurturing the right relationships. It’s about staying top-of-mind with people who trust you, like you and know that you can deliver. Having a short and snappy Value Proposition makes this a breeze
The Bottom Line: Is Your LinkedIn Network Up to the Task?
If you’re not leveraging LinkedIn to its fullest potential, you’re leaving opportunities on the table. The next time you find yourself between projects, ask yourself: Is my network strong enough to keep the work coming in without me constantly chasing it down?
If you’re ready to take control of your networking strategy, our Networking Masterclass is designed to help Consultants and job seekers build a network that works, and access The Hidden Job Market
Learn how to make the most of LinkedIn and ensure that opportunities come to you