Think about how you buy

We might first discover a company through its brand, but the real trust begins when we build a relationship with a person inside that organisation

At that moment, we stop consuming the company’s content and start consuming the insights of an employee

Back in my corporate days selling ERP systems (the fancy name for accounting systems), I noticed that buyers leaned on pre-sales consultants as trusted advisors

But since those consultants often weren’t visible on social channels, the buyers turned to me instead

The truth is simple: today, people are the route to market

If I’m buying from IBM, for example, I don’t necessarily “love” IBM. What I do love is Dave from IBM, the person who listens, shares useful insights, and supports me throughout my decision-making process

The Human Way People Buy

This is how buyers operate today, through people

But there’s a challenge: on LinkedIn alone there are over 1.2 billion users

To a buyer scanning the platform, it often feels like staring into a sea of sameness

Everyone claims to be “customer focused,” “results-oriented,” or a “top performer.” 

And yet, we don’t buy based on job titles or clichés, we buy with our hearts

So how does a salesperson stand out?

How do you get a buyer to notice you, like you, and trust you in such a crowded marketplace?

The Power of Your LinkedIn Profile

Your LinkedIn profile is more than a résumé, it’s your personal brand

And personal brand is just that: personal

It’s not about your company tagline; it’s about you

You need to tell your story, your journey, your experiences, and the human side of who you are

 My business partner once gave a brilliant metaphor:

A LinkedIn profile is like a restaurant menu.

If you order spaghetti carbonara, you don’t want to see a list of ingredients:

Cheese sauce

Crisp pancetta

Black pepper

Spaghetti

Bacon

You want the story

You want the dish described in a way that makes you feel hungry

Likewise, your LinkedIn profile should frame your career journey in a way that makes people think: I like this person. I trust this person

This is someone I’d like to do business with

Why It Matters

Standing out on social isn’t about being louder or pushier

It’s about being authentic and approachable, getting into a buyer’s line of sight, not in their face

Now imagine the compounded effect if everyone in your organisation showed up this way on social: sharing stories, insights, and their authentic selves

Suddenly, your company becomes far more attractive as a brand, not because of the logo, but because of the people behind it

Conclusion

People buy from people, not logos

Buyers don’t fall in love with companies, they fall in love with the individuals who help them solve problems, who earn their trust, and who share stories that resonate

If you want to win in today’s marketplace, stop hiding behind corporate messaging

Build a personal brand that reflects who you are, tell your story, and make it easy for buyers to say: I like this person, I trust this person, and I want to work with them