The LinkedIn Edge

12Familiarity

As Jeb wrapped up his final presentation, the decision‐maker responded, “I love everything you showed me and feel confident that this is the solution we need to get our sales team back on track. Please send over the agreement.” (Fist pump! There is nothing better than your prospect closing the sale for you.)

Then the decision‐maker revealed, “What really blows my mind is how this whole thing came together. I've been following your content on LinkedIn for years. We've even interacted a few times. Then, when I was looking for help with my sales team, I sent your LinkedIn profile to my executive assistant to contact you, and here we are 10 days later doing business!”

Jeb's new six‐figure consulting contract is a perfect example of the power of slow prospecting activity. His consistent activity on LinkedIn built familiarity and trust with his new client.

Then when the timing was right, and a buying window opened, his client did the work and contacted him. This made closing the sale much easier. In sales, it's as good as it gets!

The Familiarity Threshold

We've already used the word familiarity many times in this book. That's because it matters.

Familiarity reduces friction when prospecting. It attracts prospective customers to you. It makes it easier for people to trust you, which speeds up the sales cycle, reduces objections, and improves your win rate.

The primary objective of slow prospecting is crossing your prospect's familiarity threshold. This is the point ...