One of the most common challenges I hear from sales professionals is:

"I’ve just inherited a new set of accounts, but none of the customers will talk to me. What do I do?"

The answer lies in one word: trust

Cold outreach has little to no trust built in

So, the question becomes, how do you create trust and become the kind of salesperson that customers want to approach?

It starts with a buyer-centric profile

Think of your LinkedIn profile as your shop window, one that 1.2 billion people pass by every day

If it doesn’t catch the eye of your target buyers, they won’t stop and look around

Next, you need to build your network, not by spamming connections, but by opening the door to real conversations

If you’re not connected to your prospects, you’re effectively invisible to them

Finally, you must stay front of mind by sharing content that is relevant, insightful, and adds value

Content is your vehicle for demonstrating credibility

Done well, it creates social proof that you understand your clients’ business problems and that you’re worth engaging with

Conclusion

In today’s digital-first world, trust isn’t built through cold calls, it’s built through presence, relevance, and consistency

By optimizing your profile, growing a meaningful network, and sharing buyer-centric content, you shift from chasing prospects to attracting them