Tiny Marketing: Marketing and Sales Systems for Independent Consultants

Ep 145: Stop Pitch-Slapping and Start Relationship Building

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Jul 13, 2025

Rich Brooks, president of Flight New Media and founder of the Agents of Change, dives into the art of LinkedIn for B2B marketers. He reveals how to cultivate relationships rather than resort to pushy tactics. Rich stresses the importance of optimizing your profile, building a network, and the concept of consent-based selling—engaging before selling. He shares insights on using video content and the Social Selling Index to elevate visibility and trust. This approach transforms networking from a transactional ordeal into a meaningful connection process.

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INSIGHT

LinkedIn Efficiency for Professionals

LinkedIn is a highly efficient platform for professional marketing compared to other social media.
You can accomplish more meaningful work in minutes on LinkedIn than on broader platforms like Facebook or Twitter.

ADVICE

Optimize Your LinkedIn Profile

Optimize your LinkedIn profile with strategic keywords and a friendly professional headshot.
Use all profile sections like headline, about, and featured to maximize your search visibility and credibility.

INSIGHT

Avoid Pushy LinkedIn Headlines

Aggressive sales language in LinkedIn headlines tends to repel potential connections.
A balanced headline opens doors by showing how you help rather than pushing immediate sales.

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The mysterious world of LinkedIn selling doesn't have to be intimidating. Rich Brooks, president of Flight New Media and founder of the Agents of Change, breaks down exactly how B2B service providers can leverage LinkedIn to build meaningful relationships that naturally convert to sales—without the awkward pitch-slapping that makes us all cringe.

Unlike Instagram or Facebook where direct selling is common, LinkedIn demands a more nuanced approach focused on establishing expertise and building trust. Rich shares his framework for LinkedIn success, starting with profile optimization using strategic keywords and professional imagery. He explains the critical importance of checking your Social Selling Index (SSI)—LinkedIn's algorithm that determines your content reach—and offers practical tips to improve your score and visibility.

What makes this conversation particularly valuable is Rich's emphasis on "consent-based selling"—an approach where you build relationships first and only offer solutions when someone has explicitly expressed a need. "Nobody likes to be sold, but everybody loves to buy," he explains, outlining how to move conversations naturally from public comments to private messages to eventual sales calls without coming across as pushy or desperate.

The episode covers everything from earning credibility badges, strategically building your network to 500+ connections, creating native video content, and contributing to AI-generated articles—all tactics that position you as a trusted authority in your field. Whether you're new to LinkedIn or looking to refine your approach, these actionable insights will transform how you view social selling on this powerful B2B platform.

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