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If you’ve ever had a customer cancel and thought, “Wait... what just happened?” you’re not alone. In early-stage SaaS, we’re so focused on winning new customers, we forget to ask how the current ones are feeling.

Until they leave.

And the brutal truth is that churn is expensive. According to HubSpot, every lost customer costs you about $243. And 13% of customers will ghost after just one bad experience. That’s not just product issues either. That includes confusing emails, rude support chats, or making it annoyingly difficult to cancel.

Which brings us to the quietest growth lever most startups ignore: off-boarding.

Off-boarding is your last impression. Make it count.

Off-boarding is not just an admin task as part of your customer support process. It’s your final conversation with a customer. And just like in real life, how you end things matters.

Handled well, off-boarding gives you:

• Feedback you’d never get otherwise.

• A shot at winning them back later.

• A brand reputation that says “we care”, even when you’re leaving.

Handled badly, it creates ghost stories. Angry tweets. That awkward silence when someone asks, “Oh yeah, didn’t you used to use [your tool]?”

Most startups don’t even have an off-boarding plan. No survey. No pause option. No personal follow-up. Just... "Subscription cancelled."

Let’s fix that.

Most startups get churn completely wrong

You wouldn’t ignore someone for months, then ask why they’re breaking up with you the second they pack their bags. But that’s how most early-stage SaaS teams handle cancellations.

They treat churn like a one-time event.

Customer leaves → oh no → quick, send a survey.

That’s not a strategy. That’s damage control.

And it’s costing you. Big time.

Let’s look at the numbers:

• The average churn rate in SaaS is about 5 to 7% annually. That might sound low, but for early-stage companies, every lost customer can stall growth. Especially when you haven’t hit product-market fit.

• The average cost of a lost customer is $243. Multiply that by even five lost users a month, and that’s a five-figure problem by the end of the year.

• 13% of customers leave after a single bad experience, even if they loved you before. If you stack a few bad moments, that number shoots up to 92%.

This isn’t just about losing MRR. It’s about losing trust, missing out on feedback, and killing any chance of referrals.

And here’s the worst part. Most churned customers never even get a follow-up. According to recent research, nearly three out of four customer success teams don’t run any kind of win-back campaign. It’s like getting dumped and pretending you were never dating in the first place.

But there’s good news. Fixing this doesn’t require an enterprise playbook or a shiny tool stack. It just needs

What off-boarding gets you that onboarding never can

Everyone celebrates onboarding. We track activation, build flows, obsess over drop-offs. But when someone leaves? Silence. Maybe an automated “sorry to see you go” email. Maybe a survey nobody answers. Maybe nothing at all.

But here’s what everyone seems to be missing: off-boarding is where the hidden success is.

When someone’s leaving, they’re finally honest. They’ll tell you what bug drove them mad. Or why they picked a competitor. Or that your pricing made their CFO twitch. And if you ask the right way, they’ll tell you before they tell all their social channels.

This is where you learn:

• What’s actually broken

• What they expected but didn’t get

• What you need to fix to keep the next customer

The best teams don’t treat off-boarding as an ending. They treat it as research.
Because unlike onboarding, off-boarding tells you why you weren’t the right fit. And that’s the data that drives your roadmap, your pricing tweaks, even your sales messaging.

There’s also science behind why it matters. The Peak-End Rule in psychology says people remember two parts of any experience the most: the emotional high point, and the end. You can’t always control the high point. But the end? That’s all you.

Make it respectful, kind, and useful, and you don’t just lose a customer, you build a future returner, or at the very least, someone who doesn’t bad-mouth you on LinkedIn.

Still not convinced? Let’s look at a real example of how one scrappy startup turned off-boarding into a retention win.

​​The scrappy SaaS that saved 25% of its cancellations

Let’s talk about Referrizer, a startup offering marketing automation to small businesses. In 2020, things got tough. Customers started cancelling left and right. Budget cuts, panic, ghosting, everything happening at once.

Most companies would’ve panicked, maybe sent out a discount code and hoped for the best. But Referrizer did something smarter. They treated every cancellation as a chance to have a proper conversation.

Here’s what they did:

• Every cancellation triggered a proper off-boarding process. Not a passive survey. An actual human called the customer.

• They asked real questions: Why are you leaving? What’s not working? Can we help before you go?

• And they listened. Properly. Turns out, over a third of customers weren’t leaving because of the product. They just couldn’t afford it.

So what did Referrizer do?

They paused the billing.
Gave free extensions.
Let people breathe.

And guess what? 25% of those who planned to cancel stayed. That’s 28 accounts saved. Around $56,000 in revenue recovered. All from showing a bit of empathy and having one last proper chat.

In some cases, they also uncovered missing features or unclear value props, feedback that went straight into product updates. So even when they couldn’t save someone, they improved the product for the next user.

Referrizer didn’t have a big team. Just a small crew who treated exits with the same care as onboarding. That’s the real lesson here: off-boarding isn’t just a save the churn move. It’s a growth lever.

Now, before you panic about your tiny team and lack of time, let’s look at how to do this without turning it into a full-time job.

How to build an off-boarding flow (without hiring a full-time churn therapist)

You don’t need a team of customer success reps or a fancy enterprise setup. You just need a simple process that lets people leave gracefully, gives you feedback, and leaves the door open for return.

Here’s what that can look like, even if you’re a team of one.

Step 1: Make cancelling easy, but not cold

If cancelling your product feels like solving a puzzle in an escape room, you’re going to create resentment. Don’t hide the button. Don’t force them to email support. Just make it easy.

But, before they confirm, offer a quick moment of reflection:

• Can they pause instead of cancel?

• Can they downgrade?

• Can you show what they’ve achieved so far with your tool?

It’s not about begging. It’s about context and respect.

Step 2: Ask why, at the right moment

Don’t hit them with a 10-question form. No one’s filling that out. Instead, right in the cancellation flow, include:

• A dropdown for common reasons (Price, Missing feature, Switching tools)

• One open-ended box to explain, if they want to

That’s it. Keep it short, optional, and in-app. You’ll get way more responses than a follow-up email a week later.

Step 3: Add a human touch, even if it’s automated

Once they cancel, don’t send them silence. Send them a graceful, friendly email confirming the cancellation. Thank them. Let them know their data is safe, they’re welcome back anytime, and that you’d genuinely love to hear their feedback, no strings.

One founder I worked with sends this message:

“Saw your cancellation come through, totally understand. If you’re up for sharing, I’d love to hear what didn’t work. No pitch, just looking to learn.”

No pressure, just curiosity. And that’s the tone that gets replies.

Step 4: Automate where it makes sense

Now, a quick bonus move, churn isn’t always a conscious decision. Some customers disappear because their card failed or their billing info expired. That’s not a breakup. That’s a missed text.

If you’re using Stripe, tools like ProfitWell Retain and Paddle Retain help catch these before they become churn:

• They retry failed payments at smart times

• Let customers update cards easily

• Send automated follow-ups that feel human

• And recover revenue quietly in the background

Set and forget. These are especially useful in early-stage SaaS when every dollar counts.

Off-boarding isn’t the end. It’s the beginning of your best insights.

When someone leaves your product, they don’t just take their MRR. They take the truth with them.

If you’ve built a respectful, thoughtful off-boarding flow, you’ll start hearing the real stuff. The frustrations. The missing features. The competitor they went with. The thing your onboarding never explained. This is the feedback that actually drives retention, roadmap decisions, and even messaging.

But here’s the bit most teams skip, you have to do something with that feedback.

Create a simple feedback loop:

1. Segment your exit reasons
   Start tagging the themes: Pricing, Feature gaps, Poor fit, Onboarding friction, etc. Over time, you’ll spot patterns.
   

2. Act on what’s fixable
   You don’t need to solve everything. But if 20 people leave because your reporting is weak, that’s a product signal. Not a random opinion.
   

3. Follow up if you fix it
   This is where most companies give up. But if you reach back out and say, “You mentioned this feature was missing. We just fixed it, want to take another look?”, that’s how you win people back.

Even if they don’t return, they’ll remember that you listened. And that reputation travels.

One last tip: not all churn is bad

Some people just weren’t the right fit. They were never going to stay long-term. That’s fine. It’s called non-regrettable churn. You’re not here to keep everyone, you’re here to learn from the ones you could have kept.

Off-boarding gives you that clarity. And when you use it well, you stop repeating the same mistakes.

If onboarding is the first date, off-boarding is the parting hug. It doesn’t have to be dramatic or painful. It just has to be kind, honest, and useful.

Most startups ignore this moment. That’s your advantage.
Ask early. Exit with grace. Learn fast. And leave the door open.

Your future customers will thank you for it. Some of your old ones might even come back.

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Most Startups are Looking in the Wrong Direction

In the early stages of building a startup, founders are often laser-focused on two things: perfecting their pitch and figuring out when they can afford their first proper sales hire. Every conversation revolves around "how do we sell this ourselves?" or "when can we afford a sales team?"

What gets missed in this flurry of activity is the fact that your most effective salespeople might already exist outside your company.

They already have the trust of your customers, they already have the attention of your market, and they don’t need a training manual to speak credibly about the problems your product solves. These are your future partners, the consultants, agencies, tech providers, and influencers who can vouch for you and put your product in front of exactly the right people.

But instead of building a bridge to these partners early, most startups spend months (or years) selling solo. By the time they finally realise partnerships could be the key to scale, many of the best opportunities are already taken. A competitor has signed that affiliate. The marketing agency already picked their preferred vendor. The ecosystem has started to gel, without you.

Waiting too long to launch a partner program is like showing up late to a party where everyone’s already coupled up. The best connections are taken. The room’s a little awkward. And you’re the outsider trying to catch up.

A Good Partner Changes Everything

You can do all the right things, build a beautiful product, create an amazing pitch, and reach out with perfect timing and still get nowhere. Especially if you're doing it alone.

That’s the reality of early-stage sales. Without trust, even the best solution can be ignored. But what if you didn’t have to go in cold?

That’s where great partners come in. A strong partner isn’t just someone who knows your ideal customer. They’re someone that customer already trusts. They help you bypass the scepticism and start the conversation a few steps ahead.

Think about it: you’re a new SaaS trying to win over a CFO. If you reach out directly, you’re a stranger asking for time. But if that same CFO hears your name from their trusted accounting advisor? It’s a different conversation entirely. The message might be the same, but the context is transformed.

That’s the power of a great partner. They reduce the friction, transfer their trust, and make sure your product gets a fair shot. When you're trying to break into new markets or get noticed by busy buyers, that warm intro can be everything.

What the Numbers Say: Partnerships Drive Serious Growth

Let’s get specific. Here’s what recent research shows about the impact of early-stage partner programs:

Faster Customer Acquisition

Top-performing SaaS companies acquire over 60% of their new customers through partners. When your partner program is dialled in it becomes your dominant acquisition channel. Studies show that partner programs can triple your new customer acquisition compared to going it alone.

Think about that: instead of sweating over cold outbound or paid ads, your partners become an extension of your sales engine. They know your customer. They know how to pitch. And they’re already in the room.

Significant Revenue Contribution

Many high-growth SaaS companies report that 25–30% of their total revenue comes through partnerships. And it doesn’t stop there. Those with mature partner ecosystems grow at 2.5x the rate of those without.

So if you’re wondering whether partnerships can be more than a side hustle in your growth plan, the answer is clear: they’re often the engine.

Lower CAC, Better Margins

Customer acquisition through partners can be 30–62% cheaper than traditional marketing. Instead of burning budget on Google Ads, you're incentivising partners who already have access to your audience.

The ROI on partner-led co-selling and joint marketing? 10–25x higher than what you'll get from standard ad spend. In an early-stage startup where every penny counts, this kind of leverage matters.

Retention and LTV Go Up

Partner-acquired customers don’t just convert better. They stick around longer. Whether it’s an agency providing hands-on support or a tech partner helping your tool integrate seamlessly into a stack, these customers see faster success and churn less.

Partner-sourced customers renew 15–30% more often than direct ones. That means better LTV and stronger revenue compounding over time.

Geographic and Vertical Expansion

Trying to break into a new region or niche? Partners give you presence without hiring. When Asana saw demand spike in Brazil, they didn’t open a local office. They built a partner network. It gave them reach, relevance, and revenue without the overhead.

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The Case for Starting Early

Far too many startups treat partnerships like a milestone that comes after traction, rather than a way to get traction. But here’s the truth: by the time you feel "ready," the best partners are often already taken.

Just like in real relationships, timing matters. If you wait too long to commit, someone else will swoop in. According to Forrester, 75% of partner programs that launch more than 15 months after product debut fail. Why? Because the best potential partners have already picked someone else. They’ve committed their attention, time, and referrals to another brand that showed up earlier. You missed your chance to build something together.

Ramp Time Is Real

Even the most promising partner relationships need time to grow. There’s no such thing as an instant connection that turns into real results overnight. Your partners need onboarding, support, a few early wins, and time to build confidence in your product.

If you only start in year three, you won’t see revenue until year five. That’s two years of compounding growth you’ll never get back. Like any strong relationship, momentum builds over time and the sooner you begin, the more it pays off.

Early = Agile

There’s a kind of magic in the early stage of a startup. You can test things, adapt fast, and pivot without bureaucracy. This flexibility is perfect for experimenting with partnership models. Want to try an affiliate strategy? Go for it. Thinking of co-marketing or resellers? Test small and learn quickly.

It’s much harder to explore when you’re scaling, with teams and expectations to manage. Early on, you can flirt with a few ideas and figure out what truly works before locking it down.

Partnerships = Efficient GTM

Startups often operate like couples splitting the dinner bill every night, stretching budgets and looking for ways to make it work. Partnering can offer serious leverage here. Instead of hiring a full sales team, your partners can act as an extension of it.

It’s not free, but it’s far more scalable. If your product delivers value and your incentives are aligned, you can grow faster without burning through cash. Good partners do more than refer; they help you go further, faster, like a teammate who already knows the lay of the land.

Apply the 80/20 Rule: Less, but Better

Here’s where many founders go wrong: they try to build a wide program instead of a deep one. They sign up 100 affiliates and hope one or two perform.

It almost never works.

80% of your revenue will come from 20% of your partners.

So instead of chasing quantity, focus on the right 5–10 partners. Vet them properly. Pick those with reach, credibility, and a real incentive to promote your product. Then do everything you can to make them feel like part of your internal team:

• Share roadmaps

• Provide sales enablement

• Offer white-labelled materials

• Create deal rooms

• Celebrate their wins publicly

• Give them the same level of support you give your own team

• Add them to a Slack channel to get to know each other

The best partners aren’t just out there selling your product, they're cheering you on like they’re part of the team. They believe in what you’re building, and that belief grows when you welcome them behind the curtain, share your roadmap, and treat them as trusted collaborators from the start.

Real Examples: Startups That Nailed It

Let’s look at a few companies that didn’t wait to launch their partner strategy and reaped the benefits:

HubSpot

Their agency partner program was launched early, around 2010. Within a quarter, 42% of new customers came via partners. Within a few years, that number climbed to 40%+ of their entire customer base.

Xero

Xero built their program around accountants and bookkeepers from day one. In Australia and New Zealand, 90% of their new subscriptions came via these partners. They didn’t just create a partner channel, they made it their default GTM.

SEMrush

Their "BeRush" affiliate program offered 40% recurring commissions. It turned bloggers, consultants, and influencers into evangelists. When they optimised the platform in 2021, partner sign-ups increased 400% in six months.

Databox

Gave agencies free access and made it easy to onboard. Founder Pete Caputa (the guy behind HubSpot’s program) replicated the model. It worked again. Databox scaled agency referrals early and built a distribution network with zero headcount.

Which Model Should You Start With?

You don’t need to launch a full-blown partner ecosystem on day one. Start small. Start smart.

• Referral/Affiliate Programs: Low-touch, easy to automate, and performance-based.

• Co-Marketing: Host a webinar with a complementary brand. Share leads. Build audience.

• Tech Integrations: Build a Zapier or Slack integration to show up where your users already work.

• Resellers: Agencies or consultants who bundle your product with their services.

Pick one based on your product and customer. Build a playbook. Refine it. Then scale.

You Don’t Scale Alone

Startups love the idea of doing it all themselves. Grit. Hustle. Late nights and inbox zero. But just like real relationships, growth doesn’t always come from doing more. It often comes from choosing the right people to grow with.

Your partners are more than a distribution channel. They’re the friends who bring you to the right parties, introduce you to the right people, and say the things about you that you’d never say yourself. They make sure your product gets into the right conversations, even when you're not in the room.

So don’t treat your partner program like a Plan B. Make it part of the foundation. Build it early. Choose people who genuinely believe in your product and want to see you win. Then give them the tools, the trust, and the space to do just that.

Because when it works, it doesn’t feel like a business deal. It feels like chemistry. And that’s the kind of growth you can build a company and a community around.

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Most SaaS companies overcomplicate (or completely ruin) their welcome email, the very first message a user receives after signing up for your software.

Let’s set the scene: someone just discovered your product, liked what they saw, and decided to give it a try. They’ve filled out the signup form, hit submit, and now they’re expecting a warm introduction or, at the very least, a sign that there’s a real person (or team) behind the product.

But instead, what do they often get?

• A product pitch before a greeting

• A wall of links and instructions before any context

• Or worse, silence, no email at all

That welcome email is your moment of highest attention and intent. The user is emotionally invested. They’ve taken a step toward you, and now they’re waiting to see if you’ll reciprocate.

If your company can’t speak clearly and kindly at that point, when will it?

Think of it like someone stepping into your physical store. Do you greet them with a smile and say, “Let me know if I can help,” or do you throw a catalogue at them and disappear? That cold, robotic energy is exactly what too many onboarding emails deliver.

What the Data Tells Us

• 74% of users expect a welcome email immediately after signing up. If they don’t get one, trust starts to erode.

• Welcome emails average 4x higher open rates than regular newsletters or promotional content.

• Onboarding emails generate 320% more revenue per email than traditional marketing blasts.

• Users who receive clear, useful onboarding emails are 45% more likely to convert to paying customers

• Emails that contain one clear CTA outperform multi-link ones by +27% CTR, and messages signed off by a named person (rather than a brand) improve reply rates by 19%.

• Software users are 2.5x more likely to take a core onboarding action if the first email arrives within 10 minutes of signup.

That gap shows. You’ve already earned their attention, don’t waste it. Use the first email to build trust, reduce confusion, and start a real conversation.

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The Anatomy of a Great First Email

This is your “hey, we’re glad you’re here” moment. Not your “book a demo now or perish” moment.

Before we break down what goes into a great first email, let’s answer the obvious: why email at all?

Sure, in-app messages and product tours are useful. Calls can be personal. But email still wins for one big reason, it meets people where they are. It gives them space. It doesn’t assume they’re ready to dive in, but it invites them in, on their own terms. Plus, an email sits in their inbox as a reminder. It’s something they can come back to when they’re ready. Unlike in-app popups that vanish or calls they’ll likely ignore, a well-timed, well-written email creates a quiet moment of connection.

And what’s the goal of this first email?

• Start a conversation, not a conversion.

• Build trust.

• Remove friction.

• Get them to take one small step forward, not a leap.

What to include:

1. A Warm Personal Greeting
   “Hey [First Name], just saw you signed up – amazing to have you here. I’m Patrick, Founder of Relationship of Sales.”
   
   Be real. Be human. Show there’s someone on the other end who cares.

2. Introduce Your Why
   “I started this Substack to help Startup Founders like you go from information overload to repeatable sales systems without the overwhelm.”
   
   Skip the jargon. Say why you started it and who it’s for.

3. One Clear First Step
   “If you want to get started right away, here’s the best first step: [Start your first project]”
   
   Don’t list five things. Just guide them to one helpful action.

4. Reassurance & Support
   “If you get stuck or just want to chat, reply to this email, I read every message myself.”
   
   Let them know you’re around and listening. Keep it personal.

5. Optional: Ask a Question
   “Curious – what made you sign up today?”
   
   You’ll get replies. You’ll get context. And you’ll learn what they actually care about.

Subject: Welcome aboard 👋

Hey Alex,

Just saw you signed up – amazing to have you here. I’m Patrick, Founder of Relationship of Sales.

I started this Substack to help anyone looking to improve their sales process, whether you're a founder, sales leader, or just someone wanting to build a repeatable system without the overwhelm

If you want to get started right away, here’s my most popular article: [Do You Need to Be Likeable to Succeed? The Truth About Charisma in Sales]

If you get stuck or just want to chat, reply to this email, I read every message myself.

Curious – what made you sign up today?

Patrick

Real-World Flow: Groove’s Onboarding Emails That Build Trust (Not Just Funnels)

GrooveHQ Founder Alex Turnbull decided to re-evaluate their onboarding process to improve conversion. Instead of flashy graphics, sales-heavy copy, or complex product explanations, Alex took a more personal, conversational approach. He decided to send simple, plain-text emails directly from him, focused purely on helping the user, not selling to them.

Here’s exactly what he did:

After a user opted in, they immediately received a personal welcome from Alex himself, setting a friendly tone and reassuring users that a real human was behind the product. Over the next few emails, instead of pitching features, Groove provided actionable, valuable tips to help users get the most out of their platform. Only after building trust over a series of genuine, helpful interactions did they introduce a product pitch.

The flow looked like this:

The result? Users who experienced this style of email sequence were 45% more likely to become paying customers. Why? Because GrooveHQ wasn’t just treating them as leads, they treated them like people. By investing in the relationship first, Groove built genuine connections that translated into trust, engagement, and ultimately, significant growth.

How Sendspark Uses Video for Personalised Onboarding

Sendspark has taken personalisation to another level by embedding customised video introductions in their onboarding emails. When new users sign up, they receive a personalised welcome video, directly mentioning their name introducing the Sendspark platform, and clearly guiding them on how to get started. This instantly humanises the experience, breaking down digital barriers and making new users feel seen and valued from the very start.

Check out Sendspark's personalised onboarding video in action here:

Watch Sendspark's onboarding video and this was my reaction to their first onboarding email:

Worried about automation and AI lip syncing not looking correct? Sendspark fixed that also:

Sendspark AI Lipsync

The outcome of this personalised video strategy? Sendspark reports significantly higher engagement rates and stronger initial user interactions, proving that a little personal touch can dramatically enhance the onboarding experience and set the stage for meaningful customer relationships.

Relationships aren’t built in one message, but they can be broken by one.

If you wouldn’t ask someone to marry you after a first date, don’t ask your users to “book a 1:1 onboarding call” the moment they sign up.

Instead, say hello. Start with a warm welcome and offer help without the pressure. Be helpful. Guide them at their own pace, providing value without rushing them.

And if they reply? That’s when the real relationship begins. Now, you can truly understand their needs, build trust, and offer the right support.

Focus on creating a connection first, relationships grow from there.

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We’re wired to value what we work for.
To be curious about what isn’t instantly explained.
And to stick with things that ask a little more of us.

The same rules apply in sales.
And they definitely apply to software.

We’re living through an era of oversharing tools, full of interactive landing pages, animated demos, and “Get Started Free” buttons shouting at you before you even know what the product does. You sign up, get overwhelmed, and churn before your coffee’s gone cold.

But not everything needs to shout.

Some of the best tools don’t try to convert you with urgency. They earn your trust with restraint.

And that brings me to a tool I’ve quietly used for the last eight years.

A tool with no website. No free trial. No public features page.

Just a login screen, a product that works, and a founder who obsesses over doing one thing well.

The tool is called Ulinc.co
And you wouldn’t know about it unless someone invited you.

Today, that someone is me.

What Ulinc Actually Does (and Why That’s Enough)

Ulinc isn’t trying to be the everything tool. It’s trying to be the only thing you actually need. And it nails it.

It connects you with people on LinkedIn. You build a list, personalise your message, and send it out. If they don’t reply, it follows up automatically without needing any extra setup.

Then there’s the inbox. If you’ve ever tried managing LinkedIn messages at scale, you’ll know the pain. The default inbox is messy, glitchy, and built for casual networking, not proper follow-up. Ulinc fixes that. You get a cleaner view, faster search, and the ability to prioritise replies without missing a lead.

And the best part? There’s no noise. No pop-ups, onboarding flows, explainer videos or spinning widgets trying to nudge you towards a feature you don’t need. Just a login screen, your campaigns, and results.

There are no deep analytics dashboards. No AI that tells you the best time to message someone based on their horoscope. Just simple scheduling, follow-ups, and inbox management. Done right.

It doesn’t pretend to be a CRM. It doesn’t ask for your company size or monthly revenue. It just quietly gets the job done in the background while you go focus on literally anything else.

In a world where most tools are sprinting to become platforms, Ulinc chose a different path: be quiet, be constantly reliable, and make LinkedIn outreach easier for people who don’t want to make it their full-time job.

It’s not sexy. It’s not loud. But it works and that’s exactly the point.

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Why This Works: Friction Builds Value

I’ve always said: the harder something is to get, the more you value it.

When something takes effort, a connection, a tool, a community, we tend to give it more time and care. This is the psychology behind exclusivity. It’s why gated content, private Slack groups, or curated invite-only tools feel more valuable. And it’s not just about ego – it’s behavioural science.

In B2B software especially, friction creates perceived quality. When you make someone pause and commit, like booking a demo instead of starting a free trial, you increase their buy-in. That pause makes them ask: do I really want this? If the answer is yes, their intent is already stronger than the average free trial clicker. And their retention is higher as a result.

Superhuman.com understood this perfectly. For years, the only way to sign up was through a referral. And even then, you had to complete a live onboarding call to get access. This wasn’t just about very good gatekeeping, it was about embedding user success from day one. If you’re investing time upfront, you’re far more likely to stick around, actually use the product, and integrate it into your routine.

Ulinc works the same way. It doesn’t offer a free trial because it’s not built for tourists. You either want it, or you don’t. There’s no casual commitment. Once you're in, you take it seriously and that means fewer support tickets, stronger feedback loops, and users who respect the product.

Most companies think friction kills conversion. But for early-stage or niche B2B tools, it can actually filter noise, strengthen loyalty, and build something much harder to replicate: trust.

How It Compares

Plenty of great LinkedIn automation tools exist, each with their own personality, preferences, and idea of what the perfect outreach looks like. Like dating, it’s all about finding the right match for your style

Expandi.io is the one who shows up with a dozen roses, a playlist of shared Spotify tracks, and a pre-planned weekend itinerary before you’ve even said hello. It’s impressive. It’s thorough. It wants to do everything at once. For agencies and outbound teams, it’s a dream: advanced sequencing, multichannel campaigns, and a dashboard that could power a space shuttle. But for solo users? It can feel like too much, too soon.

Heyreach.io is the power couple who’s got a shared Google Calendar, matching outfits, and a strategy for winning every wedding quiz. It’s built for agencies managing dozens of clients across multiple LinkedIn profiles. The interface is built for scale, control, and visibility. It works brilliantly – if you’re in the business of managing outreach at volume.

PhantomBuster is the one who sends you cryptic messages in Latin and invites you to build a puzzle together on the first date. Super flexible, a little mysterious, and incredibly powerful… if you know how to speak its language. It’s a dream tool for technical users and growth hackers who love building custom workflows and automations. But if you just want to send a few messages to potential leads without an API key, it can be overwhelming.

Ulinc is the one who gives you a time and a place. No fuss. No extra detail. But they show up, remember your name, and make sure the conversation flows. It’s designed for people who don’t want to tinker, test, or optimise every pixel. Just connect, send, and manage replies.

It doesn’t want to win on features. It wants to win on consistency. For founders and operators who already wear too many hats, Ulinc is the tool that respects your time and just quietly delivers. Not everyone wants the fireworks. Some of us just want to get on with it.

And that’s exactly what it offers.

My Involvement

I’ve been using Ulinc for over eight years, long before it was cool to whisper about “private tools” or gated signups. It’s been part of my workflow longer than most automation platforms have existed.

I’ve sat with the founder in person, working side by side to improve how the tool actually functions, not in theory, but in real campaigns, with real leads. We’ve debugged issues, swapped ideas, and built flows that prioritise trust over tricks.

I’ve tried everything else. The flashy dashboards. The AI copywriters. The hyper-personalised multi-channel orchestration tools that promise the world and occasionally deliver it… after a three-hour onboarding.

Some are genuinely impressive. But I always come back to Ulinc.

Not because it’s louder. Because it’s quieter.

It’s the tool I trust when I just want things to work, when I want to focus on people, not pixels.

It doesn’t try to be clever. It just clears the path so I can focus on conversations, not configurations.

The Takeaway

I could’ve shown you screenshots. Added a walkthrough. Dropped in a few animated GIFs and talked through every button.

But that’s not what Ulinc is about.

This isn’t a tool that needs a pitch deck or demo video. It’s the kind of product you use – not one you endlessly explore. It sits quietly in the background and lets you focus on the thing that actually matters: the relationship.

If you’ve made it all the way here, here’s your reminder:

Mystery builds trust.
Friction builds value.
Simplicity builds consistency.

Ulinc does all three.

If you’re curious to try it out or want to see how it could fit into your workflow to start more conversations on LinkedIn, just reply and send me your LinkedIn profile. I’ll take care of the rest.

No pressure. No drama. Just an invite.

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What do all these points have in common? A complete lack of charisma. And if you think charisma is just a “nice to have,” think again. It’s the difference between someone wanting to work with you and someone forgetting who you are.

Can You Succeed Without Being Likeable?

Sure, technically. If your client needs what you sell so desperately that they’d buy it from an actual robot, you might get away with it. But is that really success? That’s not a business relationship, it’s a hostage situation.

Business isn’t just about finding customers; it’s about keeping them. And charisma is the secret weapon you didn’t know you needed.

“More charisma = More retention”.

What is Charisma?

Here’s my simplest definition:

At its core, charisma is about connection. It’s about making people feel seen, heard, and valued. And in the past, charm was considered magic. Honestly? It still is.

Now, before you start panicking, charisma is not something you’re either born with or doomed to live without. It’s a skill, just like sales. And just like sales, you can get better at it.

Charisma Across Cultures

Charisma isn’t a one-size-fits-all trait, it looks different depending on where you are in the world. In some cultures, being charismatic means being bold, expressive, and animated. In others, it’s about quiet confidence and measured responses.

For example, in the U.S., charisma is often associated with high energy, strong eye contact, and storytelling. In Japan, charisma leans more toward humility, active listening, and knowing when to pause. In Germany, directness and precision can be seen as charismatic, while in Latin America, warmth, physical touch (like a friendly pat on the back), and enthusiastic engagement make someone stand out.

So if you’re selling or networking internationally, charisma isn’t just about being likable, it’s about being culturally adaptable.

The Charisma Killers (And How to Fix Them)

1. Lack of Confidence = Lack of Trust

If you don't believe in yourself, why should anyone else? Confidence is contagious, but so is doubt.

Fix It: Even if you're faking it till you make it, act like someone worth believing in. Stand tall, speak clearly, and make eye contact. In sales (and life), perception is reality.

"For charisma, your body language matters far more than your words do."
— Olivia Fox Cabane, The Charisma Myth

2. Splitting Your Attention = Killing Your Presence

Nothing drains charisma faster than someone who isn't fully present. We've all felt the disconnect when talking to someone who's mentally elsewhere, checking their phone, scanning the room, or thinking about lunch. It's off-putting.

Fix It: When you're in a conversation, be all in. Make the other person feel like the most important person in the world at that moment. That's charisma; that's connection.

"When you exhibit presence, those around you feel listened to, respected, and valued."
— Vanessa Van Edwards, Captivate

3. Cold, Robotic, and Emotionless = Forgettable and Replaceable

Can a cold, distant person be charismatic? Not a chance. No one wants to work with (or buy from) someone who lacks warmth. Efficiency is great, but if you perform your job like a robot, people will treat you like one - replaceable.

Fix It: A simple smile, genuine curiosity, and showing you actually care go a long way. People don't just want to work with the best; they want to work with people they like.

"You can make more friends in two months by becoming interested in other people than you can in two years by trying to get other people interested in you."
— Dale Carnegie, How to Win Friends and Influence People

4. Engaging in Negative Gossip = Damaging Your Own Reputation

Participating in negative gossip can backfire, leading others to associate those negative traits with you.

Fix It: Avoid speaking negatively about others. Focus on positive or neutral topics to build trust and maintain a good reputation.

"Engaging in negative gossip means you also run the risk of having all of those negative traits you're gossiping about unconsciously linked with you!"
— Pete Sapper

5. Failing to Remember Names = Missing Personal Connections

Not remembering someone's name can make them feel unimportant, hindering the development of a personal connection.

Fix It: Make a conscious effort to remember and use people's names in conversation. This small gesture can significantly enhance rapport.

"A person's name is to that person the sweetest sound in any language."
— Dale Carnegie, How to Win Friends and Influence People

And definitely do not remember names like this:

Michael's Name Mnemonic Device | The Office (US)

6. Monotone Voice = Lack of Engagement

A monotonous voice can drain the life out of a conversation, making even the most interesting topics feel dull. People naturally respond to vocal variety, changes in pitch, speed, and emphasis keep them engaged.

Fix It: Practice modulating your tone to convey enthusiasm and sincerity. Use strategic pauses for emphasis and let your voice reflect your emotions. A confident and expressive voice makes people more likely to pay attention to you.

"A powerful voice is a key indicator of presence and confidence."
— Amy Cuddy, Presence

7. Over-Apologising = Undermining Your Authority

Apologising too frequently, especially when unnecessary, can make you appear less confident and diminish your credibility.

Fix It: Reserve apologies for when they are truly needed. Instead, reframe your language with confidence.

"People respect those who own their words and actions with confidence."
— Vanessa Van Edwards, Cues

8. Talking Too Much = Losing Engagement

Dominating conversations without allowing others to contribute makes interactions feel one-sided and draining.

Fix It: Listen more than you speak. Practice active listening by pausing, nodding, and allowing space for the other person.

"A great conversationalist makes the other person feel like the most interesting person in the room."
— Dale Carnegie, How to Win Friends and Influence People

Helpful Reading

For those looking to develop their charisma further, here are some top recommended books:

• The Charisma Myth – Olivia Fox Cabane
  Explores the three components of charisma: presence, power, and warmth, with exercises to improve each.

• How to Win Friends and Influence People – Dale Carnegie
  A timeless classic on making people feel valued and appreciated.

• Captivate: The Science of Succeeding with People – Vanessa Van Edwards
  Uses behavioral science to break down charisma into actionable strategies.

• Presence – Amy Cuddy
  Focuses on body language, confidence, and how small physical changes can influence perception.

• Cues: Master the Secret Language of Charismatic Communication – Vanessa Van Edwards

  Analyses the non-verbal signals that make someone appear naturally charismatic.

Charisma in Action: What I’ve Learned from Friends

I’ve seen charisma take many different forms, and it’s one of the biggest reasons I know it’s not just about being loud or extroverted, it’s about how you make people feel.

Take my good friend Ross Golightly (LinkedIn). He’s always the best-dressed person in the room. It’s not just about looking sharp, it’s the way he carries himself. His attention to detail, from his suit to his shoes, creates an aura of trust and confidence. That matched with his expert preparation makes you immediately feel like he knows what he’s doing, and you want to hear more about his work.

Then there’s Cristobal Alonso (LinkedIn). Agree to meet him for a casual coffee, and by the time you leave, his energy and passion have convinced you to start a business together. He doesn’t just talk, he radiates belief in what he’s saying, and that belief is infectious.

And then there’s Alexandra Balkova (LinkedIn). She’s intense. The kind of person whose seriousness might intimidate you at first. But then, just as you’re bracing yourself for a grilling, she cracks a joke with such perfect timing that you find yourself laughing at anything she says. She balances intensity with warmth in a way that makes you respect her even more.

These three people show me that charisma isn’t one thing, it’s not just confidence, energy, or humor. It’s about how you bring those things together in a way that makes people want to be around you, learn from you, and work with you.

People don’t remember what you said; they remember how you made them feel. Charisma is what makes a client choose you over a cheaper competitor, a colleague backing your crazy idea, and a stranger deciding they want to grab coffee with you instead of ghosting your message.

The good news? Charisma isn’t some mystical force you’re born with. It’s a skill, one you can practice, refine, and get better at every day. Show up, be present, and actually care about the people you’re talking to.

Because in sales, leadership, and life, people don’t buy products or services they buy into people. And if you’ve got charisma, they’ll buy into you.

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Think about the best relationships in your life. They probably didn’t happen because you forced them, they happened naturally. Maybe you met through a mutual friend, a shared hobby, or a random moment of serendipity. That’s how trust is built, over time, through real interactions, not a hard pitch.

Now, apply that to sales.

Most salespeople struggle because they operate on their timeline, reaching out via LinkedIn, email, or cold calls when they want to sell. But real relationships (and easy sales) come when you build a community, a space where people naturally gather, engage, and learn from each other before they ever consider buying.

What Is a Community? And What Isn’t?

A community isn't a newsletter. Why? Because this is still one-to-one interactions.

If I send an email to 10,000 people and they reply, those replies are just between me and them. But in a real community, when one person asks a question, everyone benefits from the answer. Learning is shared. Accountability is built in. Conversations happen without you always needing to be there.

And that’s the real power, a community becomes more than just a collection of people; it turns into a living, breathing ecosystem where members actively support, learn from, and engage with each other.

Why Sales Needs More Running Clubs and Fewer Cold Pitches

Think about the rise of running clubs in London. They’re the new dating scene. Why? Because they create serendipity. You show up, you meet like-minded people, and you see each other at your best, doing something you love, without an agenda. There’s no pressure, no forced small talk, just organic interaction built around a shared interest. Over time, trust forms naturally, and deeper relationships emerge.

Sales should work the same way.

Instead of cold DMing strangers with an immediate ask, imagine having a space where they come to you. A space where they can observe, learn, interact and when they’re ready, start a conversation that naturally leads to business. This is the difference between desperately chasing leads and creating a welcoming environment where they feel comfortable taking the first step toward you.

A great community acts like that running club, it starts natural interactions, removes awkward barriers, and helps people engage at their own pace. When someone is part of an active, engaging space, they’re not being sold to, they’re opting in to a relationship with you. And when they’re finally ready to buy? They already trust you.

Compare that to traditional sales tactics: cold outreach, email blasts, LinkedIn DMs, most of which get ignored because they interrupt people in the middle of their day.

That’s what a Facebook Group can do for your brand, it shifts the dynamic from pursuit to attraction, from selling to engaging. It allows you to showcase your expertise, build real relationships, and establish trust before money is ever discussed. Instead of trying to “close” people who don’t know you, you’re guiding an audience of warm leads who already believe in the value you bring. And that makes selling feel effortless.

But Why Facebook? Isn’t It Dead?

I don’t love Facebook. I don’t even like it. It’s outdated. Politically messy. Moderation is questionable. But it’s still the easiest, most accessible community platform out there, and despite its flaws, it remains an incredibly powerful tool for business owners looking to build engaged, organic communities.

Think about it, what other platform allows you to create a free, highly interactive space where thousands of people can engage with each other daily, without needing complex onboarding or specialised software knowledge? The strength of Facebook isn’t in its cutting-edge features; it’s in its familiarity and accessibility.

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For two key reasons, it’s still unbeatable:

Everyone Knows How to Use It → You don’t have to convince or train people on a new tool. They just click ‘Join.’ Unlike newer community platforms like Circle, which require users to create new accounts and learn a new interface, Facebook is already a habit. People check it daily, sometimes mindlessly meaning engagement opportunities are built in.

It Has Built-in Moderation Tools → Unlike LinkedIn, WhatsApp, or Slack, Facebook lets you screen members before they join with custom questions. You can collect data, filter out bots and spammers, and ensure only the right people get in, making the community more valuable from day one.

And those questions? They’re incredible for lead generation.

Everyday you have a list of new people coming to you and that’s the kind of opportunity Facebook Groups create, an organic, scalable way to build trust and convert interest into meaningful business conversations.

Yes, Facebook has its drawbacks. But as a tool for building communities that drive real engagement and business growth? It’s still unmatched.

Now, I get the irony of discussing community here on Substack while recommending Facebook Groups as a tool for startups. But this is where many people go wrong, they choose platforms based on personal bias rather than function. The reality is, different tools serve different purposes.

Neither is objectively better, it’s about choosing the right tool for the job. Community isn’t about where you build it; it’s about why and how you use it.

How to Turn a Facebook Group Into a Sales Pipeline

Step 1: Ask the Right Entry Questions

Facebook lets you ask moderation questions before people join. Use them wisely:

• “How did you hear about this group?” → This tells you what marketing works.

• “What do you need help with?” → Now you know their problem before they even post.

• “What’s your email address?” → This is your change to turning group members into leads.

The mistake? Not saving this data. Once you approve a member, Facebook deletes their answers.

Step 2: Capture Emails Automatically

You could manually copy emails into a spreadsheet (but who has time for that?). Instead, use GroupLeads.net a tool that automates the entire process of approving new Facebook Group members, capturing their details, and syncing them directly with your email software or CRM.

Here’s how GroupLeads makes your life easier:

Automatic Member Approval → Instead of manually reviewing and approving each new member, you can set predefined rules (like answering moderation questions) and let GroupLeads approve them for you.

Email Capture & Syncing → When members answer your Facebook Group’s entry questions, GroupLeads extracts their email addresses before they’re lost. It then syncs these emails automatically to Google Sheets, Mailchimp, HubSpot, or any email marketing platform you use.

CRM Integration → If you’re managing leads in a CRM, GroupLeads ensures every new member’s details, including how they found the group and what they need help with, are added straight into your pipeline.

Automated Welcome Sequences → Once a member joins, they can receive an instant welcome email, a guide to engaging with the group, or even be placed into an email nurture sequence, all without you lifting a finger.

Now, instead of just having a growing Facebook Group, you also have a structured system to capture, engage, and nurture leads effortlessly. That list? It’s filled with warm, interested people who already trust you and are primed for deeper engagement with your brand.

Step 3: Create Buzz Before You Open the Doors

Ever walked past a nightclub with a huge queue and thought, That place must be amazing? That’s perceived value in action. The venue may be just as good or bad as any other, but the line outside creates an illusion of exclusivity. People assume it must be worth their time because others are already there. No one wants to be the first person on an empty dance floor.

The same principle applies to your Facebook Group.

1. Build a waiting list → Get 200+ people signed up before approving anyone. When new members see a thriving, engaged space instead of an empty forum, they’ll feel like they’ve joined something valuable and worthwhile.

2. Launch with momentum → Approve them all at once so the group feels lively from day one. If people enter a group that already has discussions happening, they’ll be more likely to participate instead of lurking.

3. Make it easy to join → Add a link in your email signature, website footer, and LinkedIn messages. Position your group as an exclusive, insightful space where people don’t just join, they gain access to a community they’ll benefit from being part of.

Think about coffee shops displaying a cake with one slice missing at the counter. Why do they do that instead of keeping the cakes whole? Because seeing that someone has already bought a slice make you more likely to want a slice yourself. It removes hesitation.

Your Facebook Group should do the same, show potential members what they’re getting before they join. Showcase that it is a private group that you need access to get in and you will see a waiting list starting to build up.

Step 4: Use Your Community to manage sales objections

The next time someone replies, “Not interested right now”, don’t just walk away. Instead, say:

"No problem! We have a free community where people share insights and strategies that I think you would really like, would you like a link?”

Much easier to say yes, right? And once they’re in, they’ll get value before you ever try to sell.

How to Keep Your Community Engaged (Without Burning Out)

A community isn’t your brand page. It doesn’t need constant updates like LinkedIn or your blog. It has a life of its own. A well-run community should be self-sustaining, meaning that engagement continues even when you’re not actively driving it every day.

However, leaving a community to completely fend for itself can lead to inactivity. So, what’s the balance? Here’s what does help:

• Tag new members in a welcome post every week → This small gesture makes people feel included from day one. Ask them to introduce themselves and share why they joined, this encourages instant participation.

• Let user-generated content lead → Instead of always posting yourself, encourage questions, discussions, and sharing from the group. This makes members feel like they’re part of something bigger and not just passive consumers.

• Host Facebook Live Q&As → Position yourself as the go-to expert, live. Whether it’s a 15-minute AMA (Ask Me Anything) or a structured deep-dive session, this builds familiarity and keeps members engaged.

• Create weekly discussion prompts → If you notice engagement dipping, introduce themes like "Monday Wins" (where people share their small victories) or "Ask Anything Fridays."

• Celebrate member contributions → Shout out engaged members, highlight interesting discussions, and even reward participation with small incentives (like early access to exclusive content).

• Run polls and surveys → Ask your community what they want to learn, what challenges they’re facing, or even lighthearted questions to spark conversation. Engagement skyrockets when people feel their voice matters.

• Encourage micro-commitments → Ask easy-to-answer questions, like “What’s one sales tactic you swear by?” The lower the effort to engage, the higher the participation.

• Leverage pinned posts and guides → Make it easy for new members to get value immediately. Pin important discussions, FAQs, and best-performing posts.

Done right, your group will run itself. You’ll have engaged members who answer each other’s questions, create discussions, and contribute valuable insights, without you having to push content constantly. And all the while, you’re collecting leads, answering questions, and building trust on autopilot.

Some examples of Facebook groups doing this well:

https://www.facebook.com/groups/heyreach

https://www.facebook.com/groups/linkedin.outreach.family/

https://www.facebook.com/groups/linkedingrowthhackers

https://www.facebook.com/groups/saasfoundersnetwork

Start With Community, Not Cold Pitches

Most startups wait too long to build a community. They try cold outreach first, then organic traffic, then paid ads and only later do they think about brand-building.

Flip that strategy.

Great relationships, whether in life or business thrive in spaces where people can just be themselves. Think running clubs, hobby groups, or meetups where there’s no pressure, just shared interests.

A strong community does the same for your business. It’s a place where people engage when they’re ready, learn from you naturally, and see the real you, not just a polished pitch.

This is the power of community-led sales. No hard sells, no awkward pitches, just an organic journey from casual interaction to meaningful business relationships.

And the best part? A community isn’t a campaign. It grows, evolves, and keeps giving back.

Build the space, show up authentically, and let the right relationships form at the right time.

Why Sales Is Won in the Details (Not Just the Conversation)

Everyone thinks sales is about the big moments, the pitch, the negotiation, the “let’s get this signed” moment.

But the truth?

Sales is won in the tiny details:

→ Noticing when a prospect’s tone changes when they are uncomfortable about something
→ Remembering they mentioned they need to wait until the next quarter to confirm a budget.
→ Following up with something specific, not a generic “Just checking in!” email.
→ Recalling small personal details, like their upcoming holiday or their dog’s name and gradually introducing this information into future conversations.
→ Picking up on subtle hesitations or interest shifts that tell you what they are really feeling

These little things build trust, they make your prospect feel heard, understood, and show that you actually care about them and not just trying to hit your targets.

And when you get these details right? You become unforgettable.

However let's focus on what your current situation is probably like. You’re running on caffeine, juggling 20 different prospects, five ongoing deals, and trying to remember if you actually sent that email or just thought about sending it. Meanwhile, your Slack notifications are piling up like an inbox avalanche, and somewhere in the chaos, you swear you left your coffee, was it on the kitchen counter or next to your laptop? No clue.

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The Problem: Your Brain Is a Terrible Notetaker

Here’s what most people think happens on a sales call:

1. You ask great questions.

2. They give great answers.

3. You remember everything.

4. You follow up with the perfect response.

Here’s what actually happens:

1. You ask great questions.

2. They give great answers.

3. You forget half of what they said because your brain was too busy juggling 10 other things, checking Slack messages, mentally drafting a follow-up email, and wondering if that investor will ever reply to your pitch.

4. Your follow-up is vague and generic, because you slightly remember the conversation, but not the good stuff. You open your notebook expecting detailed insights and instead find the company’s name scribbled in the corner, a half-finished to-do list, and, why is there a doodle of a spaceship? Now, you’re stuck piecing together a follow-up from memory, hoping you don’t completely miss the mark.

At best, you’re following up with something like, “Hey, great chat, let me know how you want to move forward!” At worst, you’re sending a message that makes it clear you completely forgot what they actually needed.

But let’s not be too hard on ourselves, it’s not your fault. Humans were not designed to juggle five different thought threads while also pretending to be fully present on a call. Multitasking is a myth, and the idea that you can remember everything while also actively listening and taking notes is impossible.

Let AI Take Notes for You

Meet Hoop.app – Your Silent, AI-Powered Assistant for Calls

Hoop.app doesn’t just transcribe your calls, it turns them into structured, easy-to-read notes and a clear action plan.

Think of it as the world’s best assistant, sitting in on every sales call, capturing every detail, and making sure you leave every conversation knowing exactly what needs to happen next.

With Hoop.app, you can:

→ Stay fully present in conversations, no more frantic note-taking.
→ Never miss an action point again.
→ Walk away from every call with clear, structured next steps.

And when the call ends? ChatGPT takes over, helping you turn insights into action.

Turning Call Transcripts Into Detailed Next Steps

Most people wrap up a call without realising just how much valuable content is buried in the conversation. From your call transcripts in Hoop.app you can turn these into detailed follow-up emails, ensuring you never miss a key point or action item.

Copy the full conversation from Hoop.app to ChatGPT and let it do the admin for you:

1. Generate Detailed Post-Call Notes for your CRM
Ask ChatGPT to extract:

• Key pain points

• Decision-making criteria

• Objections raised

• Next steps agreed

Now, instead of reading a full transcript, you get a clear, structured summary in seconds for you but also for the rest of the team.

2. Create a detailed Follow-Up Email
Instead of sending the classic “Great chatting, let me know if you have questions” email (which will get ignored), use ChatGPT to:

• Reference their exact concerns.

• Remind them of key takeaways.

• Suggest a clear next step.

Example prompt:

"Summarise this call in 3 bullet points and draft a follow-up email that addresses the client’s biggest concern and suggests a next meeting date."

Step 3: Get feedback from your call

Most sales reps (and even Founders) finish a call and think, “That went well!” But how do you actually know? Did you talk too much? Did you miss a key buying signal? Did you handle objections well, or just talk too fast?

Instead of guessing, ask ChatGPT to analyse your call like a sales coach:

1. Copy the call transcript from hoop.app into ChatGPT and ask it to review your performance.

2. Request specific feedback, like:

   • Did I talk too much vs. listen?

   • How well did I handle objections?

   • Did I miss any potential buying signals?

   • How could I improve my closing statement?
     

3. Use the insights to tweak your approach before your next call, improving in real time and making incremental improvements in every call.

Example prompt: “Analyse this sales call and give me feedback like a sales coach. Highlight what I did well, where I could improve, and suggest how I could have handled objections better.”

Suddenly, every call becomes a learning opportunity, helping you refine your approach with real, AI-driven insights.

The best salespeople aren’t the ones who talk the most. They’re the ones who listen the best and follow up with precision.

Using Hoop.ai + ChatGPT, you get the best of both worlds:

→ You stay fully engaged in the conversation.
→ AI handles the note-taking and summarising.
→ Your follow-ups are detailed and tailored (without extra effort).

At the heart of great it’s about making people feel heard. When you listen actively, follow up with precision, and show that you remember the details, you’re not just another salesperson. You’re someone they trust.

People want to work with those who make them feel valued. They remember the ones who recall the small details, who follow up with something relevant, and who actually care. That’s how you build relationships that lead to long-term success, not just one-off deals.

Better listening with AI = Better follow-ups = Better relationships = More closed deals. Simple as that.

Exclusive Offer for The Relationship of Sales Readers

Since I’ve been using Hoop.app to completely change the way I handle sales calls, I’ve partnered with them to create a special deal just for Relationship of Sales readers.

📌 Get your first month of Hoop.app free!

Just go to Hoop.app and use the code VASLDGNC at checkout.

If you’re serious about improving your sales calls, making people feel heard, and actually closing more deals, this is 100% worth trying out.

Small talk is the neutral ice breaker which helps you to make a positive connection and opens the way for further deeper conversations. It is often dismissed as the unimportant part that has to be done, a necessary but meaningless exchange before the “real” conversation starts.

But the reality is, small talk is the real conversation. It’s the foundation of every meaningful connection, whether in business, sales, or life in general. When done well, small talk makes people feel seen, understood, and connected creating a foundation for everything that is coming.

This year, I’ve traveled to Belfast, Bosnia, and Germany, working with people from over seven different countries. One thing they all have in common? A complicated relationship with small talk. Many see it as an obligation, a game to play before getting down to business.

Someone even told me that they don’t take notes from an event as they only have to remember the business details, completely ignoring all the personal details they could learn and remember for future correspondence.

But if you treat small talk as a box to check off, you’re missing the point. It’s not just filler, it’s the secret to building strong relationships and setting the tone for everything that follows. The ability to enjoy small talk effectively separates those who create lasting impressions from those who are easily forgotten.

So, let’s break it down. Here’s how to use small talk as your greatest tool, not your greatest annoyance.

The Worst Icebreaker: “What Do You Do?”

Asking “What do you do?” is the fastest way to flatten a conversation. It reduces someone to their job title and often leads to the dreaded one-word answer: “I’m in marketing.” End of story.

Conversations that start this way tend to stay surface-level, missing the chance to build real rapport.

Instead, find some common ground, ask questions that make people think and engage:

• “What’s been the highlight of your week?”

• “Why did you come to this event?”

• “Are you working on anything exciting at the moment?”

These questions open the door to real conversations, ones that actually make people feel seen and valued. When people feel heard, they’re more likely to remember you and enjoy talking to you.

Another trick? The Rule of Three. When asked “How are you?” instead of replying “I’m fine, thanks, how are you?” try this:

1. Take a chance to pause, breathe, then answer the question honestly – “Actually, it’s been a difficult week.”

One thing to be aware of here is that bringing negativity into a conversation can damage small talk as people might not have empathy and know how to react. So if you are going to be very honest, make sure it is with the right audience.

2. Expand – “I just got back from a trip to Belfast, Bosnia, and Germany and learned so much about how to boost sales at tradeshows but the travelling was exhausting.”
   

3. Pass it back – “Have you traveled anywhere interesting lately?”

This keeps the conversation flowing and encourages deeper engagement.

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Mirroring & Matching Energy

People feel most comfortable with those who match their energy. If someone speaks softly and slowly, don’t come in like a hurricane. Match their pace. It makes conversations feel natural and effortless. When people sense that you’re adapting to their style, they’re more likely to feel connected to you. A subtle nod, mirroring their posture, or matching their level of enthusiasm can make them feel at ease instantly.

If someone leans in while talking, leaning in slightly yourself shows engagement. If they gesture while speaking, adding similar movements can create a subconscious sense of connection. Even adjusting your vocal tone to match theirs can make the conversation feel more in sync.

Mirroring also applies to the flow of conversation. If someone enjoys storytelling, let them set the tone and respond with your own anecdote. If they prefer quick exchanges, match their brevity. The key is to make the interaction feel organic and not forced. When used effectively, mirroring builds trust and deepens engagement without the other person even realising why they feel so comfortable talking to you.

The Importance of Articulation: Why Pronunciation Matters

Ever met someone who speaks so fast that it feels like you’re trying to decipher Morse code? Or someone who mumbles so much you’re nodding along hoping they don’t ask you a question?

The way you pronounce your words, the clarity of your speech, and even how you say simple words like “yes” or “but” make a massive difference in how people perceive you.

Saying “yes” with confidence and clarity signals agreement and enthusiasm, while mumbling a half-hearted “yeah” makes it seem like you’re already disengaged.

Similarly, emphasising “but” can be the difference between dismissing someone’s point and leading them into a more engaging discussion.

Just by pronouncing your words more clearly you will see a difference in how people reach and engage with you.

The Power of Silence: Why Pausing is a Superpower

If small talk is the warm-up of a conversation, silence is the seasoning, it gives everything more depth. We’ve all seen that person who panics at the first sign of a pause, filling every second with nervous chatter.

The truth is, silence is powerful.

In a conversation, a well-timed pause does two things: it gives the other person space to process what you’ve said, and it makes your words land with more weight. Think about how famous leaders answer interview questions, they pause, gather their thoughts, and then respond.

It makes people lean in and listen more closely. Silence is also a gift in negotiations, pitches, and storytelling. It signals confidence and allows you to own the conversation instead of rushing through it.

When you ask someone a question, don’t be afraid to pause and let them think before jumping in to fill the space. Sometimes, the most insightful responses come after a moment of quiet processing.

The Power of Random Knowledge

Want to never run out of things to say?

Read Today I Learned (TIL) on Reddit.

A single random fact each day can make you a more engaging conversationalist. Knowing a wide range of topics allows you to seamlessly start conversations and demonstrate that you understand the world others operate in.

Example: “Did you know honey never expires? They found jars of honey in Egyptian tombs that were still edible.”

Recently at a trade show, I wanted to interview a honey producer about his product marketing, and instead of launching straight into dry business talk, I used this fact to kick off the conversation. It immediately caught his interest, started a discussion about the longevity of honey as a selling point, and led to a much deeper conversation about how he positions his brand in the market.

Being well-versed in different subjects helps you adapt to various social settings. If someone mentions their passion for architecture, you can chime in with a fun fact about how the Eiffel Tower expands in the summer due to heat. If they’re into sports, let them know your favorite team.

Having a broad knowledge base doesn’t mean you need to be an expert in everything, but it does mean you can show curiosity and appreciation for different perspectives. This makes conversations more interesting, more dynamic, and builds connections faster.

Empathy: The Key to Connection

Small talk isn’t just about words, it’s about reading the room and genuinely engaging with people. Let’s say someone joins a call and apologises for being late because their child is sick. You have two choices:

1. Say “No worries” and move on to the purpose of the call.

2. Pause and say, “I’m sorry to hear that. How old is she? Is she feeling any better?”

The second response shows that you actually care.

And people remember that. It’s these moments that build trust, not a perfectly polished pitch. Conversations aren’t just about exchanging information, they’re about making people feel valued and understood. When you acknowledge someone’s situation with genuine empathy, it shifts the dynamic from a transactional exchange to a personal connection.

Physical Connection at Events

Humans are wired for connection. When a mother kisses her child after they fall, oxytocin is released, which actually helps them heal. The same thing happens when we shake hands or hug someone, oxytocin floods our system, reinforcing trust and making us feel happier.

If you’re in a face-to-face setting, a handshake, a pat on the shoulder, or even just maintaining good eye contact can make all the difference.

This isn’t about forced intimacy, but about acknowledging the unspoken ways we build trust. If you’re comfortable and culturally appropriate, these small touches help solidify bonds in a way that words alone can’t, creating lasting, memorable connections.

Recommended Speakers & Books

If you want to master small talk and communication, here are two people I highly recommend learning from:

• Vinh Giang – A master of using voice, pauses, and body language to become a more compelling communicator. Watch his video on how to improve small talk

• Troy Hawke – Brilliant at giving charismatic compliments and engaging with people in a way that makes them feel valued.

• Interview You - An amazing book that helps you to figure who you really are by helping you to figure out what you really think. So many create ways of how to ask yourself and other people questions

• Small Talk App - The app that keeps you interesting

Troy Hawke, in particular, has a unique ability to own his compliments. Most people are awkward when giving them, but if you truly believe what you’re saying, it makes all the difference. Try complimenting someone’s confidence, speaking style, or ability to engage a room, just make sure you own it.

Watch the genius in action here:

Troy Hawke in the streets

So next time you find yourself starting a conversation, remember: small talk isn’t a process that you have to get out of the way.

Embrace it and use this as the starting point of how you intend to continue your relationship with this new person.

Master small talk, and you’ll not only build better relationships, but you’ll also make every interaction feel effortless. The people who can make small talk engaging and meaningful are the ones who stand out and create lasting impressions.

And if you’ve made it this far, I want to know: What’s the best or worst small talk opener you’ve ever heard? Just reply and tell me, I read every message.

The ‘Perfect Fit - Wrong Timing’ Scenario: Ever met someone amazing, but they just got out of a messy breakup and ‘aren’t ready’? In sales, timing is everything. A great lead might be the perfect fit, but if they just switched software or aren’t in a buying cycle, you need to nurture, not push. Stay on their radar, and when they’re ready, they’ll think of you first.

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Over the last two posts, we’ve covered how to make deeper connections by personalising your messaging and updating your profile, basically, you’ve gotten yourself dressed up and ready to impress. But now comes the big question: who are you actually going on dates with?

Just like in dating, sales isn’t about running into a bar, shouting your name, and hoping someone shows interest. You need filters, a game plan, and a clear idea of who actually wants to grab a drink with you. If you’re just throwing yourself at anyone with a LinkedIn profile, you’ll end up with a lot of bad dates (and unread messages).

As your lead generation dating coach, I get it, you’ve been burnt before. You thought that AI powered new software would be your matchmaker, only to realise you’ve been set up with all the wrong people. You even paid ‘expert agencies’ to find the one, only to end up with leads who barely knew you existed.

It’s frustrating, it’s exhausting, and honestly, you’re about to give up. But don’t worry, I’m here to stop you from speed-dating bad prospects. Stick with me, and in just 10 minutes, you’ll have a curated list of your dream connections, complete with all the personal details you need to start a meaningful sales relationship.

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Your Perfect Wingman: Meet Freckle

In a world where sales tools feel more complicated than assembling IKEA furniture blindfolded, wouldn’t it be nice to go back to something simple? A layout you actually understand, a system that doesn’t make you want to throw your laptop out the window. Well, let me introduce you to Freckle, your 2025 dating coach for lead generation. It does all the heavy lifting in finding ‘the one’ for you, no awkward small talk required. Just tell it what you’re looking for, and let it work its matchmaking magic.

Time to Set Up Your Dating Profile, AKA, Your Prospect List

When you log into Freckle, you’ll see a beautiful blank screen waiting for you to take action. Just click ‘Create New’, and you’ll get options to:

• Upload a CSV (for those who already have a ‘dating history’ of leads they want to re-engage, maybe check if they’re single again and ready to buy).

• Start with a Blank Table (for those who want to go slow, meet leads organically, and build their list one by one, no rush, just taking your time).

• Build a Lead List with Company Lookalikes (the ultimate shortcut, tell Freckle who you wish you were dating, and it’ll find you similar prospects).

• Find Local Businesses Using Google Maps (ideal for when you’re looking for love, or leads closer to home).

We’ve all had our hearts broken in sales. We’ve chased leads who were never serious, wasted time on bad matches, and ignored the red flags. But this time, you’re in control. Start by finding businesses that resemble your best customers, and let Freckle do the matchmaking magic.

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Refining Your Search—What Makes the Perfect Match?

• Once you click on the Build Lead List with Company Lookalikes, you’ll be asked to add a few companies. Think of it like picking three dream matches, businesses that represent your ideal customer. From there, you can apply additional filters like location, industry, website traffic, and more to ensure your lookalikes are within specific parameters.

Freckle is already a pro at finding lookalikes based on websites, so no need to tweak too much, but remember, the more details you provide, the better the results.

Then, it’s decision time:

• Want lots of leads to sift through? Set the minimum relevance to 80%.

• Looking for a perfect match? Crank it up to 90%.

Finally, hit Preview Results and let Freckle work its matchmaking magic, lining up your ideal prospects like the dating app of your dreams. You’ll see a list of potential matches, and if they look promising, just click Find Companies and Create Table to start enriching the data.

I’d suggest starting with 30 companies to start testing, think of it as a first round of speed dating. If you like what you see, you can always expand your list and take things to the next level.

Next, Enrich Your List, Because First Impressions Matter

Now, it’s time to enrich your list. Remember you’re looking for long-term relationships, which means putting in the effort to personalise your messages and really get to know your prospects before making a move.

That starts with clicking New Column and pulling in key details to ensure your leads are a great fit. Here’s what I’d recommend adding:

Must-Have Columns:

• Founder’s Name – Because ‘Hey you’ doesn’t build trust.

• Founder’s Email Address – For when you’re ready to slide into their inbox.

• Founder’s LinkedIn Profile – Stalking? No. Strategic research? Absolutely.

• Founders LinkedIn Post - Because knowing what they rant about at 2 AM tells you more than their company website ever will.

Bonus Intel (For the Overachievers):

• Fundraising Amount – Are they scaling and ready to invest, or still bootstrapping every penny?

• Sales Tech Stack – Are they already committed (‘married’) to a competitor, or are they still on the market?

If you’re unsure where to start, just click 'See All Templates', and Freckle will suggest the best data points to collect. Think of it as your dating coach, helping you gather everything you need to make the perfect first impression.

The final step? Making your move. Once you have all the personalised data, it’s time to break the ice and start building that relationship. Personally, I’m not a big fan of AI-generated messages, I prefer voice notes for a more natural touch. So, here’s your choice:

• Create a column that generates a personalised email to help get the conversation started.

• Or, if you’re like me and prefer a more human approach, create a column that provides bullet points with key talking points for a voice note after you connect with them on LinkedIn.

Either way, the goal is the same, reaching out in a way that feels authentic, engaging, and makes your prospect feel like they’re more than just another name on a list.

Finally, it’s time to be proactive and get started. Export your freshly curated list and feed it into your outreach automation tool (yes, future post spoiler alert 🚀) or drop it into your sales CRM to work through manually, one promising lead at a time.

See Example of Exported Data

Or, if you like keeping things simple, just use Freckle as your CRM and create a Sales Stage column to track where each prospect stands. Either way, you’re now fully equipped to stop chasing the wrong leads and start building relationships with the right ones.

In just 10 minutes, you’ve built your dream dating profile for sales, a highly curated list of your perfect matches, ready for you to reach out. No more awkward blind dates with leads that ghost you after the first message. No more chasing people who were never interested in the first place, leaving you staring at your inbox like it’s a sad rom-com montage.

Just quality prospects aligned with what you offer, ready to talk to you.

This is your GTM strategy (Go to Marry💍).

So, what’s it going to be? Are you ready to take the next step, or are you going to leave your perfect audience waiting at the bar? You’ve fine-tuned your approach, lined up your ideal prospects, and done the groundwork.

Now, it’s time to stop endlessly swiping and start building something real. The only question left is, will you start the conversations, or let them move on to someone who actually makes the first move?

To get started, I’ve arranged something special just for The Relationship of Sales readers:

2,500 free credits to test out Freckle’s prospecting magic.

🎁 How to Claim Your 2,500 Free Credits:

Just send an email to nathan@freckle.io with the subject line PATRICK2500 and you are ready to go 🙌

Don’t Get Catfished on LinkedIn. Ever been excited about meeting someone online only to realise they’re nothing like their profile suggested? Now think about your experience section on your LinkedIn profile. Be real. If you’re an expert, show it, post insights, share stories, and engage. LinkedIn should reflect how you actually show up in the real world.

I know you're eager to dive into growth hacks, scrape emails, and automate LinkedIn, thinking it will lead to instant sales.

But that’s like being single and expecting to fall in love tomorrow. You can’t predict who you’ll meet or the unexpected encounters that will happen, but you can prepare yourself so that when the moment arrives, you’re at your best.

The same applies to LinkedIn. You need to be intentional about how people perceive you the moment they land on your profile. With over a billion users, LinkedIn is a noisy space, and whether you're looking to raise investment, find new opportunities, or close deals, first impressions dictate your success.

In just half a second, people decide whether to trust, engage, or scroll past you, its an instinctive defence mechanism built into our brains.

Think about a first date. Someone walks in, and before they even speak, you’re already forming opinions. Are you leaning in, excited to learn more, or mentally creating an escape plan?

While it’s not a dating app, the rules of perception still apply to LinkedIn.

Today I'm making sure your first impression isn’t left to chance, because if you don’t control it, someone else will.

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The 80/20 Rule of Profile Optimisation

In case you're unfamiliar with the Pareto Principle, here’s a quick lesson. Also known as the 80/20 rule, it suggests that 80% of results come from just 20% of efforts.

When it comes to your LinkedIn profile, this means that focusing on the top section, your profile picture, tagline, and banner, can create the biggest impact with the least effort. Get those elements right, and you’ll set the tone for success before anyone even scrolls down.

1. Clean up Your LinkedIn URL

Your default LinkedIn URL probably has a mess of random numbers. Fix it. Click “Edit public profile & URL” and make it clean: first name-last name. If that’s taken, add a keyword bespoke to the industry you are in. Small tweak, big difference.

Think of this like arriving on a date, and before you even sit down, they move your chair for you and take your coat. It’s not a grand gesture, but it shows they care about the details.

Your LinkedIn URL might seem minor, but it’s one of those small things that signals professionalism and attention to detail before someone even scrolls through your profile.

2. Profile Picture: Show Your Face, Show Trust

Would you trust a LinkedIn request from a faceless profile? Didn’t think so. Your photo should be:

• Head and shoulders (no full-body shots)

• Clear background (use pfpmaker.com if needed)

• No sunglasses, no blurry selfies, no wedding pics

• Make eye contact, because eyes build trust

I understand why people love using a picture of themselves giving a talk, it shows authority, credibility, and expertise. But this is not the right place for this: if your face is too small or you’re looking away from the camera, it’s missing the key ingredient of trust.

Imagine sitting across from someone and being told you can only look into their eyes, no talking, no expressions, just eye contact. Totally strange! But in that moment, you can still pick up on their energy, their warmth, their confidence, or even their discomfort.

The same applies to a LinkedIn profile picture. A genuine smile and eye contact can reveal more about your personality than words ever could, making it easier for people to connect with you before they even read a single line of your profile.

Also pay attention to colour or the lack of it. Your profile picture should be the main focus, so eliminate any distractions in the background.

Think about how colour can work to your advantage, just like Kaythlin Das does with the warm, inviting orange of HubSpot. It creates instant recognition and makes her profile stand out. Plus, her photo is not just visually striking but also feels authentic, which makes people more likely to engage.

3. Background Image: Don’t Waste That Space

Your background image should do one of two things:

• Show your personal brand (a clean, professional design that represents you)

• Show your work (a tagline, company logo, or a clear ‘what you do’ message)

Think of your background image like the entrance to a high-end restaurant. If you walk in and the décor is bland, the tables are wobbly, and the lighting is harsh, you’ll wonder if you made the right choice. But if it’s inviting, stylish, and immediately gives you a feel for the experience ahead, you’re already impressed before you’ve even seen the menu.

Your LinkedIn background image works the same way. A well-designed, professional banner signals confidence, credibility, and clarity about what you do. It’s the first thing people subconsciously judge, so make it a good one.

4. Tagline: The Most Important Line on Your Profile

Most people get this wrong. Your tagline should answer: Who you are, what you do, and why it matters.

Simon Sinek’s 'Golden Circle' framework explains that people don’t buy into what you do, they buy into why you do it. When creating your tagline, don’t just state your job title, help people understand your deeper mission. The why is what creates trust, attracts interest, and makes people want to work with you.

Imagine being at a party. The dullest question you can ask someone is, So, what do you do? It leads to forgettable small talk.

Instead, ask, Who are you? That’s where the real conversation begins. Your LinkedIn tagline should be like that, inviting engagement, curiosity, and connection instead of just listing credentials.

Bad: Founder at GrowthTech
Better: Founder at GrowthTech | Helping Startups Scale with AI-Driven Sales
Best: Founder at GrowthTech | AI-Driven Sales Strategies | Ex-Footballer Turned Growth Nerd (adds a conversation starter!)

Your LinkedIn profile is yours, not your company’s. It should reflect your personality, what makes you unique, and why people should be excited to connect with you.

If you've ever heard of "peacocking" (yes, a pick-up artist technique, but stay with me), it's about making an impression in a way that sparks curiosity. Your profile should do the same.

Take inspiration from Laura Haldane: Co-Founder @ SciLeads | Game of Thrones Extra | Women in Tech Entrepreneur of the Year.

It’s professional yet personal, memorable yet credible.

That’s the goal, create a tagline that makes people want to start a conversation with you.

Still not convinced?

Try this, think back to the very first words you ever said to your partner, spouse, or significant other.

What was that first interaction?

Can’t remember? Exactly.

Because the exact words weren’t what mattered, it was that the conversation started, and from there, everything else followed.

The same applies to your LinkedIn tagline. It’s not about creating the perfect phrase; it’s about giving people a reason to start a conversation with you. Make it approachable, make it intriguing, and most importantly, make it you.

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The About Section: Tell a Story, Not a Job Description

Your About section isn’t just a summary of your career, it’s your personal pitch, your digital handshake, and your chance to connect with people before you even speak to them. It should read like a great conversation, not a dry list of qualifications.

Think about meeting someone new. If they introduce themselves by listing every job they’ve had since university, you’d tune out, right? But if they tell you why they do what they do, share a story about what drives them, and drop in something interesting that makes you want to ask more, that’s engaging. That’s what your About section should do.

A great way to write it? Use storytelling. Break it down into three parts:

• Past: What led you to where you are today? What defining moments shaped your journey?

• Present: What are you working on now? What excites you about your work?

• Future: Where are you headed? What impact do you want to make?

If you’re struggling to structure it, try this quick hack. On your LinkedIn profile, go to Resources, then Save to PDF. This will turn your LinkedIn profile into a structured CV-style document.

Upload that file into ChatGPT and use this prompt:

With a few tweaks, you’ll have an About section that doesn’t just tell people what you do, it makes them want to connect with you."

The Featured Section: Show, Don’t Tell

Think about your LinkedIn Featured section like telling stories on a date. If someone asks about you, do you just list off your job title and responsibilities?

No, you talk about experiences, places you’ve traveled, festivals you’ve attended, and hobbies that make you interesting. Why? Because these details help people get to know the real you and make them want to connect further.

Your LinkedIn profile works the same way. Don’t just say you’re experienced, show it. When people scroll through your profile, they’re looking for proof that you’re someone worth knowing, working with or trusting. Your Featured section is where you bring that story to life.

Here’s what to include:

• Your best LinkedIn posts – Like sharing your best travel stories, showcase posts that highlight your expertise, insights, and personality. Make it easy for people to see how you think.

• Case studies or testimonials – Think of this like friends vouching for you on a date. When other people endorse your credibility, trust builds quickly.

• A link to your newsletter, lead magnet, or website – This is the equivalent of handing someone a ticket to your next adventure. It gives them a way to stay engaged with you beyond the first interaction.

By curating this section well, you create a version of yourself that’s not just a list of accomplishments but a story people want to be part of. Make them curious, make them interested, and most importantly, make them want to start a conversation with you.

Experience & Recommendations: Let others Sell You

Instead of listing job titles, add impact:

• What the company does

• Your achievements (with numbers)

• How people can contact you

My hack to company recommendations is to get recommendations from colleagues, clients, or bosses. A quote from a past manager about your leadership or a client sharing how you solved a major problem carries more weight than just listing skills. It’s the difference between someone saying, I’m funny and a group of people laughing at their jokes, it proves credibility in a way no bullet point ever could.

If you tell someone on a first date that you’re adventurous, they might take it with a pinch of salt. But if you casually mention the time you went skydiving, attended a festival in another country, or did a solo road trip, they’ll believe it.

A great recommendation does the same, it shows instead of tells, making people trust and respect your expertise before they even meet you.

Now it’s your turn. Give your LinkedIn profile the attention it deserves, because right now, you might be swiping left on opportunities without even realising it.

Nobody gets a second date (or a sales call) with a profile that screams “I have no idea why I’m here.” The best connections happen when you show up like you belong, make it obvious what you bring to the table, and give people a reason to say, “Tell me more.”

Sales is about attracting the right people by making your value impossible to ignore.

So, if your LinkedIn profile were a dating app bio, would it be getting matches or left on read? Show it some love, update it, and share it in the comments, I’ll take a look and give some feedback.

Today I want to talk about building deeper connections through your LinkedIn inbox.

The early conversations with a new connection should feel like getting someone's number at a party. You know that feeling at the start of a great conversation? The kind where every reply is exciting, the back-and-forth is effortless, and you actually want to keep chatting.

However, for most, the reality is that LinkedIn messaging is like being stuck next to a very loud drunk person at a party who only wants to talk about themselves. You’re trying to speak but they just keep going. Then, just as you see someone else you actually want to speak to, their equally loud and obnoxious friends show up, and you lose your chance entirely.

And the reason?

The platform’s inbox is fundamentally broken.

Your LinkedIn inboxes look like a junk drawer, cluttered, neglected, and full of things you don’t remember putting there.

It’s the equivalent of a group chat gone wrong, messages coming in from every direction, no clear way to organise them, and important conversations buried under noise.

For a platform designed to connect professionals, their messaging system is still stuck in 2004. It’s overwhelming, it’s chaotic, and worst of all, it makes us treat important conversations like an admin job. We skim, we ignore, we blast through messages like we’re on some kind of speed-run.

The reality is, LinkedIn isn’t a platform to sell, it’s a platform to build relationships. Sales happens on calls, in meetings, through proposals. LinkedIn is where these conversations should begin.

So, how do you make LinkedIn messaging actually work for you? How do we actually stay on top of messages, manage your connections properly, and use LinkedIn the way it was meant to be used?

Enter Kondo.

The Inbox Overhaul

Think of Kondo like Will Smith in Hitch, your smooth, strategic wingman for LinkedIn messaging, a tool designed to streamline LinkedIn messaging, bringing structure and efficiency to an otherwise messy process.

And just like Hitch, people in your LinkedIn inbox will start to fall in love with you because of who you are, not because of the tricks you try.

Kondo calls itself the Superhuman for LinkedIn and allows users to prioritise messages, tag contacts, snooze conversations, and ultimately treat LinkedIn like the networking platform it was meant to be.

If you’ve never used Superhuman for email, think of it as the productivity-obsessed person’s dream tool. Kondo applies the same principles, efficiency, organisation, and speed to LinkedIn messages. And it completely transforms the experience.

I recently tested just how bad LinkedIn’s inbox can get, letting my messages build up to over 500 unread conversations. The result? A chaotic, unmanageable mess. Being an OCD, inbox 0 kind of person, this was like having a heart attack.

Using Kondo, I cleared it in under an hour by using features that you can only find in Kondo. First of all I started with ‘clean up my inbox’,

This gives you the option of archiving all messages after a certain period of time. In my opinion, anybody that I have not spoken to for over 3 months is not relevant anymore and should be archived. If they decide to get in touch again then they will show up as a new inbox message for me to reply to.

Then I started to use the remind me option to move any messages to tomorrow that are not urgent for today.

These two steps got my messages down from 582 down to 30 in a matter of minutes. The mindset of snoozing is very important because without software, out of sight is often out of mind. However, with Kondo out of sight (remind me) just means it will be back in your inbox and your mind tomorrow to work on.

Now I was in a position where I could focus on those 30 messages that had huge value to me and that deserved my time and attention.

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The Power of Voice Notes

One of my favourite ways to show authenticity? Voice notes. They add personality, tone, and warmth. You can say more in 30 seconds than you could in a long, typed out message. Plus, people appreciate the effort. And don’t worry about sounding too polished.
Your pauses, stumbles, and coughs? They make you human. Your imperfections are what make you memorable, and your vulnerabilities are what give people a chance to get to know the real you.

AI-generated perfection doesn’t build trust. Authenticity does.

Only through using Kondo can you record voice notes from your desktop, otherwise you have to use the LinkedIn app to record voice notes. This means that my process for replying to emails or replying to LinkedIn is all done on my desktop, outside of LinkedIn and hyper focussed.

Using Kondo, I cleared my full inbox of 583 messages in less than an hour and remained inbox zero everyday.

Here’s how:

• Instantly see your unread messages. LinkedIn doesn’t even tell you how many you have!

• Sort messages by priority. No more scrolling aimlessly in multiple LinkedIn inboxes.

• Tag and label contacts. So you actually remember why you connected.

• Replying to messages via voice notes: More efficient than typing and can be done via your computer without needing to use the LinkedIn app.

• Snooze messages for later. Because playing it cool is part of the game, sometimes, the best move is to step back and let the conversation breathe.

• Use templates and shortcuts. Have a conversation opener that works well? Save it to use for new connections.

• Archive old conversations in bulk. Haven’t spoken in over three months? Byeeee…

Why This Matters

LinkedIn is often treated like a Friday afternoon admin job, check messages, skim responses, move on. The problem with this approach is that it turns relationship building into a series of transactions rather than meaningful conversations.

The right system can change that. The inbox mess creates stress, and stress makes you disengage, or have a panic attack if you’re a tidiness freak like me. Then you ignore messages, miss opportunities, and worst of all, start treating people like admin tasks instead of humans.

Think about how you handle real-life relationships? Do you grunt and send a thumbs-up emoji when a friend messages you? Do you ghost them because you’re ‘busy’? No. You put in the effort. You take time to connect. You show you care. That’s what sales is, building relationships over time, not treating people like checkboxes.

Your LinkedIn Inbox = Your CRM (Customer relationship manager)

Most early stage startups don’t need a full blown CRM. What they do need is a simple way to keep track of their conversations.

I often see founders juggling LinkedIn and a CRM, manually updating records because the two don’t sync properly. The result? Hours lost on admin instead of focusing on messaging and relationship-building.

By tagging contacts, setting reminders, and keeping your inbox tidy with Kondo, you’re essentially turning LinkedIn into a lightweight CRM. It’s an easy, structured way to stay on top of follow-ups, so no lead slips through the cracks.

Stop Ignoring, Start Connecting

As part of The Relationship of Sales, I only recommend software I personally use daily, and strongly practice testing before I teach.

I’m also a big believer that any good software should give you value within about 20 mins of trying it out.

Therefore, my challenge to you: take an hour, test Kondo, and see how close you get to inbox zero whilst actually enjoying the process of speaking to new people.

Try it out. Let me know how it changes your approach to LinkedIn and hopefully your approach to people, you will find that extra bit of attention can have a huge impact.

Kondo is also offering exclusive 1:1 onboarding just for The Relationship of Sales readers.

They’ll personally guide you through getting to inbox zero, making sure your email setup works smoothly from day one.

Book a Kondo onboarding call

If you want to test Kondo out, you can sign up for a free trial and use this link to get a 10% discount. Remember to use code ROS to get your discount.

Try Kondo

Talk soon, and remember, less automation, more human connection 🙌

Sales has never been just about numbers, emails, or scripts. It’s about people. It’s about relationships. At its heart, it’s about giving more than you get, because when you do, you end up gaining more than you could have imagined. This simple truth has guided me for years, and now, it’s the foundation for something new.

For the first time, I’m taking what was once reserved for startup accelerators and private teams, my training, tools, and insights, and sharing it publicly, every week, with everyone.

This is The Relationship of Sales.

I couldn’t be more excited to bring this idea to life, not just as a concept, but as a platform, a community, and a movement you can join.

Who Am I, and Why This?

I’m Patrick Collins. Over the years, I’ve worked with 1000s of startups and sales teams, helping them to overcome the often-overwhelming world of sales. I’ve seen the same challenges arise time and time again, and these experiences have shaped how I think about sales today.

Here are the patterns I’ve noticed:

👉 Fear of Missing Out
The constant worry of falling behind: “Am I using the right tools? The best strategy? Should I be doing what everyone else on LinkedIn is doing? My competitors get 100s of comments on posts why is it not working for me”. This fear keeps people second-guessing their every move and stops you enjoying the process of growing your company.

👉 Over-Reliance on Automation
Automation is a powerful tool, but it’s not a substitute for connection. New AI tools appear every day showing you how to have more output with less input. Too often, people hide behind robotic processes, losing the human touch that makes sales work. Founder led sales = let people know your passion and mission as being a Founder.

👉 Overcomplicating the Process
At its heart, sales should be simple. How do you capture a stranger’s attention? How do you build enough trust for them to believe you can genuinely help? How do you turn that interest into a desire to learn from you? And how do you keep that customer coming back and even bringing their friends along?

The Relationship of Sales: What it Means

At its core, The Relationship of Sales is about rethinking how we approach selling. It’s about:

• Building real connections instead of just chasing quotas.

• Choosing the right tools and using them effectively.

• Adopting strategies that feel natural, human, and personal.

When I train startups, I often hear the same thing: "I don’t like sales, and I hate being sold to." My response? Let’s reframe sales entirely. Instead of seeing yourself as a salesperson, think of yourself as a teacher, an educator guiding people to make decisions that serve them best. You’re not selling; you’re helping people learn how to buy from you.

What’s Coming Next?

Here’s what you can expect from The Relationship of Sales:

🌟 A Weekly Newsletter every Tuesday
Packed with practical tips and insights you can put into action right away.

🎧 Interviews and Podcasts coming soon
Conversations with experts who’ll show you the “how” behind their strategies.

📚 Actionable Advice on which softwares to use
From the best sales software to strategies that help you close deals without losing your sanity.

🛢️ A Private Community
Connect with like-minded startup experts, ask questions, get answers, and access to exclusive content.

Join Me on this Journey

After years of dreaming, planning, and building, I’m finally sharing this with the world. Every week, I’ll break down the complex into the actionable, the overwhelming into the relatable, and yes, I’ll try to keep it fun along the way.

So, let’s get started. This is just the beginning of The Relationship of Sales. 🙌

Patrick Collins