Why the Best Sales People Participate in the Daily Lives of Their Peers / Prospects

On a recent episode of our Digital Download podcast, Kerry Cunningham from 6Sense dropped a piece of advice every modern revenue team needs to hear: “Salespeople need to participate in the daily lives of their peers.”

What does that actually mean in practice?

It means using digital platforms like LinkedIn to show up consistently and start genuine, daily conversations (not pitches) with prospects and buyers. But to make that work, a few non-negotiables come first:

• Build a buyer-centric profile: Ditch the digital resume and the “big closer” profile, buyers avoid these people. Frame your profile around how you solve problems for your buyers to instantly build trust and authority.

• Connect strategically: Build deep networks with key stakeholders inside target accounts and across your vertical market.

Remember this isn't' “fluffy”, this is real advice that will help you sell more.

As Hervé Bavazzano, European Commercial Director at IQPC, put it: “Salespeople need to be central to the community they serve and be well connected. There is a correlation between how connected a salesperson is to their network and senior-level connections and their performance. Our salespeople need to be the voice of the industry.”

The connection between being central to your network and closing more revenue isn't theoretical, it's direct and measurable.

The classic pushback to this approach has always been scale. Building and maintaining authentic relationships across hundreds of accounts manually takes time most reps simply don't have. You can use AS, but building custom, in-house automation to fix it creates massive technical debt.

That’s precisely why we built Azpertilo, a commercial off-the-shelf (COTS) AI Agent designed to solve the scale problem for you.

Azpertilo isn't built for generic, high-volume spam outreach. It is engineered to bring target buyers closer to you, enabling your sales reps (and wider team) to foster trust and build meaningful relationships at scale. Ultimately, it’s about using AI to make your team more human and driving the real conversations that turn into business.

Conclusion

Modern buyers don’t respond to cold, transactional pitches; they buy from trusted authorities who actively participate in their industry space. By combining a buyer-centric social presence with AI tools designed to deepen real connections rather than automate spam, sales teams can finally build meaningful trust at scale, driving more conversations and, ultimately, more revenue.