Andy Neary advises B2B sales professionals to balance cold calling with consistent LinkedIn content creation. He argues that modern buyers prefer to engage with brands that provide value and demonstrate impact, and that measurable influence often occurs "outside the likes and comments"—through unseen views and private messages. Cold calling remains part of prospecting, but building awareness via LinkedIn content increases credibility and leads to more sales opportunities.
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Andy, I don't have time for LinkedIn. Really. You're in B2B sales and you don't have time for LinkedIn. So instead your number one prospecting tool is going to be picking up a phone, calling a prospect, one prospect who doesn't even know who you are, in hopes they'll take a meeting with you when you could be sharing content and teaching your target prospects on LinkedIn and have hundreds, if not thousands of people see it at once. Listen, if you are trying to win in sales today, it's about creating awareness. Consumers are smarter than they have ever been. They're going to only work with people who have a brand they resonate with and a brand that brings them value without wanting anything in return. When all you do is cold call, you're trying to call your prospect to action every single time and they can see right through that. Now, cold calling is still a part of prospecting, don't get me wrong. But you need to be on LinkedIn creating content as much as you are on the phone making dials. You have to create awareness. And I'll tell you what, creating a brand today is about creating impact. Brands aren't just about selling something, they're about creating impact. And that's what LinkedIn allows you to do. But here's why you don't do it. You post a video, you post an article, and no one likes or comments on it. You get frustrated and you're off. You're gone. You don't want to do it again. The impact happens outside the likes and comments. Some of the best messages I've ever received from people who have used my content to uplift their business or their life are people who have never liked or commented on my content ever. So I urge you to do the same. Put the work in. Start creating content for LinkedIn because it is the awareness your brand and your business needs today to get the sales opportunities you deserve so you can win more business. If you're just gonna pick up the phone and try to call prospects and call them the action, it's gonna be a long road ahead of you. So take the time. Yes, pick up the phone. But do as much work on creating awareness on LinkedIn and I promise you, your brand, your prospects and your business will thank you.
