The LinkedIn Edge

18Your Network Edge

Last year Ahmad, an account executive who attended one of our LinkedIn Edge workshops, sent a connection request to Connor, the director of facilities services at a large logistics company that was on his targeted list.

There was no immediate opportunity. No pitch. Just a well‐written connection request, which Connor accepted.

Ahmad followed up by monitoring Connor's posts, liking and commenting when appropriate. On one occasion, Ahmad sent Connor a LinkedIn Direct Message (LIDM) with a link to an article on how AI was being integrated into facility management services. Connor thanked him but there was no further discussion.

Meanwhile, Ahmad was actively posting and sharing regular content on his own feed. Much of it focused on leveraging technology and AI to reduce costs by making large facilities and warehouses more energy efficient.

Six months later, out of nowhere, Connor sent Ahmad an LIDM asking for a meeting. His company had just been acquired by a private equity company. He was getting pressure to reduce costs fast and wanted to learn more about Ahmad's technology.

• Because Connor was a first‐degree connection, every time he opened LinkedIn, Ahmad's name and posts kept showing up in his feed. And when a trigger event opened up a buying window, Connor was able to connect with Ahmad easily through LIDM.
• Connor initiated the conversation with Ahmad because he was familiar and had built credibility. Ahmad closed the deal in less than 30 days. Because ...