I was sent a spam email yesterday

“We support firms in your sector
We mitigate risks
We have 20 years’ experience.”

Anyone could say that
In fact, everyone does

And that’s the problem

Most companies still go to market the same way:
“Buy our product because we’re great.”

Buyers don’t buy like that

They buy based on relationships

So if I’m buying a cybersecurity solution, who do I turn to first?
Not the loudest pitch
Not the slickest website

The person I already trust

Yet most sales and marketing teams keep shouting into the void, wondering why pipeline is hard work at the end of every quarter

Here’s what happens when you flip the model

When you lead with relationship, not product:

Our average SDR books 5 meetings a week

One AE at a client is consistently getting 7 meetings a week

No gimmicks
No scripts
Just conversations that start with trust

And when that happens, something interesting changes:
You stop scrambling
You stop begging
You actually get to choose what goes into your pipeline

This doesn’t take months
It doesn’t require huge budgets
It just requires a mindset shift

If you want to go deeper, I break this down in my third book:
“Social Selling – Techniques to Influence Buyers and Changemakers”
Available on Amazon worldwide

Because relationships aren’t a “nice to have”
They’re how business gets done now