Start Trust-Based Conversations on LinkedIn Through Common Connections

Trust-based conversations stem from value, engagement, and warm connections on LinkedIn.

Too many sales professionals are focused on the wrong activities, such as high-volume outreach and automated messages, which actually hinder their opportunities to initiate trust-based conversations.

Genuine interactions that build trust are what truly drive successful outcomes; the real power lies in leveraging warm market connections, such as introductions or shared connections, to create deeper conversations.

What if the current approach of cold outreach isn’t the answer, but instead, nurturing trust through common connections is?

The Solution:

Leverage Social Proximity to Warm Up Outreach

Instead of starting from scratch, use your client’s network to identify second-degree connections who are ideal prospects. Searching through their connections helps you find people they already know, trust, and possibly influence.

Once identified, you can ask your client for a warm introduction, permission to name-drop, or context on the relationship.

This approach not only increases your chances of getting a response, but it also helps you start conversations on a foundation of relevance and credibility. It's not just about who you know, it’s about who your clients know, and how you can bridge that trust to build new relationships.

Search Your Client’s Connections on LinkedIn (Free Version)

1. Click the LinkedIn search bar: Type your client’s name and hit Enter.
2. Click “People” in the top menu: This narrows the results to profiles only.
3. Click “All Filters”: In the top-right area of the search results, click All Filters.
4. Scroll to “Connections of”: Type your client’s name in the “Connections of” field.
5. Add filters: You can narrow your search by job title, location, current company, industry, and more.
6. Click “Show results”: You’ll now see people connected to your client that match your filters.

Search Your Client’s Connections on LinkedIn Sales Navigator

1. Go to Sales Navigator Search. Click the search bar at the top of Sales Navigator and select “Lead Filters.”
2. Click “View All Filters.” This opens the full range of advanced filters.
3. Scroll to the “Relationship” Section. Find the filter labeled “Connections of” and enter your client’s name (they must be a 1st-degree connection).
4. Add Additional Filters: Narrow your search using filters like: Title (e.g., VP of Sales), Location, Industry, Company Size, Changed Jobs in Past 90 Days, and Posted on LinkedIn in Past 30 Days.
5. Click “Show Results.” You’ll now see a curated list of your client’s connections that match your ideal prospect profile.
6. Save Leads or Start Engagement Save promising leads to a list, view shared connections, or begin engagement with warm, personalized outreach.

The CRISPY™ Framework to Work Smarter, Not Harder

The CRISPY™ framework provides a structured approach to enhancing your conversations with AI tools and leveraging your network effectively. By focusing on warm client referrals, you can tap into opportunities that may not be apparent through traditional outreach. Copy and paste the following in your favorite LLM:

• Context (C): The goal is to create a professional introduction email that your client can use to connect you with one of their LinkedIn contacts. The email should highlight the value you provided to your client, encouraging the recipient to have a conversation even if they aren't actively seeking solutions.
• Role (R): Act as an experienced email copywriter familiar with crafting introductions for professionals.
• Inspiration (I): Focus on the email structure provided in the example, which includes an introduction, acknowledgment of past achievements, and an invitation for a conversation that stresses potential value creation.
• Scope (S): Tailor the content to include specific achievements and expertise relevant to each client while ensuring it remains concise. Limit the discussion to aspects that are beneficial for the recipient.
• Prohibitions (P): Avoid using overly sales-oriented language or jargon that may turn off the recipient. Refrain from including generic statements that do not personalize the message for the specific connection.

This structured approach demonstrates that better inputs lead to more effective outputs—and ultimately, improved results in your sales conversations.

The Human Advantage

Nothing Opens Doors Better than a Referral from a Shared Connection

People recognize and respond to authenticity.

By utilizing a referral from a shared connection, your team can avoid sounding scripted or robotic. This approach brings back the human elements, like voice, empathy, and relevance, into every interaction, enhancing the likelihood of engagement and successful conversations.

Maintaining Brand Integrity

AI Can Help Ensure the Message is in Your Brand Voice, Consistently

Many professionals struggle to maintain a consistent brand voice in their outreach, often resorting to generic messaging that fails to reflect their true identity accurately.

By leveraging AI tools, your approach can ensure that tone, message, and values remain aligned and consistent across all communications. This consistency helps every conversation reflect who you are as a brand, fostering trust and connection with your audience.

Shift in Perspective

Traditional outreach often prioritizes speed and scale, but real success lies in slowing down and being intentional. Start by leveraging social proximity, shared connections give you the credibility and trust you can’t get from a cold outreach. Move from transactional thinking to quality over quantity, focusing on fewer, higher-value conversations that are more likely to convert. Layer in personalized engagement by tailoring your messages to the individual, not just the persona, which signals respect and relevance. Finally, embrace strategic patience. Building meaningful relationships may take longer, but the payoff, warm referrals, loyal clients, and lasting impact, is worth the wait.

1. Social Proximity: Don’t ever go in cold when you can go in warm. Leveraging shared connections and referrals builds trust and establishes credibility before your initial conversation.
2. Quality Over Quantity: Focusing on fewer, more meaningful interactions can yield better results than high-volume outreach. When you invest time in building relationships, you're more likely to convert prospects into loyal clients.
3. Personalized Engagement: Taking the time to personalize your communications shows prospects that you value them as individuals. This authenticity fosters trust and opens doors for deeper conversations.
4. Strategic Patience: Adjusting your mindset to prioritize strategic connections over immediate sales increases the likelihood of long-term success. Being patient allows you to nurture relationships that can lead to referrals and future collaborations.

These principles support the desired outcome of more meaningful engagement, a stronger pipeline, and greater trust between you and your prospects.

Start Building Trust Today!

• Explore more about the CRISPY™ Framework and other valuable resources at promptwritingmadeeasy.com.
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