Stop Selling. Start Reducing Risk.
For sales leaders and teams who know the old playbook isn’t working anymore.
The problem
Every B2B deal is a risk transfer. The buyer hands over money, time, and reputation. In return, they get a promise.
The seller who feels safest wins.
Not the best pitcher.
The lowest-risk option.
I’ve worked with hundreds of sales teams on this.
The skill is there.
But the problem is almost never skill.
What most sales teams get wrong
I’ve watched the same pattern repeat across every industry. Sales professionals who are great at what they do but invisible to the people who should be buying from them. Three things hold them back.
Presence. They’re invisible to the people who matter. The right buyers never see them. You can’t win a deal you’re not part of.
Method. They rely on volume and luck. More calls. More emails. Spray and pray. It worked ten years ago.
Timing. They pitch before they’ve earned the right to. Before the buyer trusts them enough to listen. That’s not selling. That’s interrupting.
When two sellers offer similar solutions, the one who feels less risky wins. Always.
SPARC
Most salespeople treat LinkedIn like a lottery ticket. Post when they remember. Connect when they feel like it. Hope something sticks.
SPARC turns that into a repeatable process. Five steps that build on each other.
Spot. Define your ideal buyer precisely. Set up alerts. Find the people already showing intent. Stop guessing.
Position. Build a profile that communicates value in seconds. Create content that proves you understand their world. Not ego. Proof you get their problems.
Access. Warm up relationships before you need them. Engage with prospects’ content. Add something useful. Be a familiar name, not a cold stranger with an ask.
Reinforce. Stay visible through the buying process. Share relevant insights at every touchpoint. When they’re ready to decide, you’re already top of mind.
Convert. Recognise buying signals. Move from peer to partner without damaging trust. The deal closes itself because the risk already feels low.
The numbers
76% of B2B buyers use LinkedIn to research vendors before they talk to anyone.
Sales professionals who build visibility are 51% more likely to hit their targets and create 45% more opportunities than those who don’t.
Want to build this into your sales team?
I work with sales teams on this through Just Connecting.
Not more pitches. Presence and timing that feel natural to both sides. Visibility that turns into revenue.
Stay in the loop
I write about selling, buyer psychology, and what actually moves deals forward in B2B.
Patterns from fifteen years of doing this work.