In B2B, you can cold call, email, connect on LinkedIn, visit people in person and, of course, run ads. And don’t get me wrong: they all work.
But almost every traditional sales channel has the same problem:
The moment you stop, the results stop.
You call someone. Done.
You send an email. Done.
You visit someone. Great conversation, but after that, you have to start over again.
You turn on ads. Reach. Leads. Great. But once you turn off the tap, the results stop too.
You’re not really building anything.
LinkedIn is different.
You connect with someone, and from that moment on, that person becomes part of your network.
You have each other’s contact details, you keep seeing each other’s content, you get to know each other and, over time, trust can grow.
Every new connection literally makes your network more valuable.
But you do have to keep doing two things:
📌 Post consistently.
📌 Keep your network warm and follow up.
It might take a little more effort upfront, but I honestly believe it can pay off 10x over time.
And it’s a lot more relaxed, too.
Add 10 relevant people to your network from your comfy chair every day.
Post twice a week.
Send someone a message every now and then.
Easy 😅
And in the meantime, you’re not just building sales.
You’re building something much bigger:
A network of real people and a brand that keeps getting stronger.
LOVE IT.
So cold calling? DO IT.
Emailing? DO IT.
Visiting people? Absolutely.
Ads? Definitely.
But if I could only choose one channel?
LINKEDIN.
Thanks for the great conversation about this, Merlin Melles!
