The LinkedIn Edge

35Socially Surrounding Targeted Prospects with the Five S Framework

The three primary objectives of slow prospecting are to:

1. Attract prospects to you and generate hot inbound leads
2. Get warm introductions and referrals to target prospects
3. Improve the probability that you get more meetings with less resistance from outbound touches

Accomplishing these objectives requires surrounding your prospects with value—consistently showing up in their feeds through original content, curated insights, and meaningful engagement. This transforms you from another salesperson pitching into a trusted expert they want to hear from.

In the last chapter we discussed why your authority, presence, and credibility are key differentiators in a world of sameness and commoditization. Socially surrounding your target audience with content is how you engineer and operationalize that authority to improve prospecting outcomes.

The Five S Framework

The Five S framework is an intentional, strategic formula for systematically, socially surrounding your prospects so they come to know you, trust you, and view you as an expert authority in your field. The framework features:

1. Streaming
2. Sharing
3. Scrolling
4. Showing up
5. Searching

When executed consistently, this framework becomes a crucial link in your personal brand building tool kit that helps you build magnetic authority that attracts new pipeline opportunities and warms up the coldest of cold calls.

Streaming: Produce Content Your Prospects Consume

Streaming ...