Your Network Needs a Home

How to Make Sales Without Selling

Mar 11, 2025

People see the best of you when they observe how you interact with others. It’s like being on a date at a restaurant, your date isn’t just paying attention to how you treat them; they’re watching how you interact with the waiter. Are you polite? Do you show appreciation? The way you engage with a community says more about you than any sales pitch ever could.
Ever been to a party where the host doesn’t introduce anyone? Awkward silences, people lurking in corners, and everyone wondering why they came. A great community is like a host who knows how to start conversations, connect like-minded people, and make sure no one’s left standing alone.
Think about the best relationships, they usually start because of a mutual friend who vouched for you. A community is that mutual friend. It builds credibility, warms people up to your ideas, and makes it way easier to move from "Who’s this?" to "I trust this person enough to work with them."

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.

When someone chooses to join your community, they’re entering your world voluntarily. They’re indicating interest in what you offer, even if they’re not ready to buy just yet.

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.

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.

If you’re a startup looking to generate leads, I recommend a Facebook Group because it’s one of the fastest ways to create engagement, capture emails, and build a pool of warm leads who interact with you and each other. It’s community-driven, but with an emphasis on moving people into a sales pipeline.

On the other hand, if you’re a content creator looking to build a slow, highly organic audience, Substack is the better fit. It allows for long-form storytelling, deeper relationships through email, and a more intimate way of sharing expertise without the distractions of social media.

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.

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.
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.
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.

Start with a community before you even have a product. Grow your audience, share value, and build trust. Then, when you do have something to sell, you won’t have to convince anyone. They’ll already be in your world, ready to buy.

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.

The Relationship of Sales

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