BLAXLAND CONSULTING LIMITED

𝗛𝗲𝗹𝗽𝗶𝗻𝗴 𝗶𝗻𝘃𝗲𝘀𝘁𝗼𝗿𝘀 𝗮𝗻𝗱 𝗽𝗼𝗿𝘁𝗰𝗼𝘀 𝘁𝗼 𝗱𝗲𝗹𝗶𝘃𝗲𝗿 𝘁𝗵𝗲 𝗩𝗖𝗣 – 𝗶𝗻𝗰𝗹𝘂𝗱𝗶𝗻𝗴 𝗺𝗶𝗱-𝘁𝗲𝗿𝗺 𝗿𝗲𝘃𝗶𝗲𝘄, 𝗮𝗻𝗱 𝗽𝗿𝗲-𝗲𝘅𝗶𝘁 𝗽𝗿𝗲𝗽𝗮𝗿𝗮𝘁𝗶𝗼𝗻 

Diane is a senior adviser to private equity portfolio companies.  She helps investors and portcos to deliver robust growth against value creation plans - including via post-merger integration.  She has a sweet spot in Tech-enabled B2B Services including Professional Services in the UK and EMEA.

Her experience includes:

- pre-deal MDD and post-deal operating reviews of portcos - eg for Blackstone, Mercia, Silverfleet, LDC, Rockpool, Foresight
- rapid recovery of post-merger integration and transformation, ahead of an IPO (backed by TPG)
- commercial risk analysis for a PE portco, triggering an exit via secondary buyout (backed by ICG)
- recovery of an off-shore proposition, re-positioning for growth ahead of a merger
- design and global rollout of a post-merger data integration model.

Her skills include P&L management, business strategy, sales, operations, business transformation, and change management – drawing on her experience in startups, scaleups and global business.

Founder

Career Coaching by Diane Blaxland

🚩 How will you know if my Career Coaching is right for you? Five quick signs: 

•	there is a gap emerging between your career and your satisfaction level 
•	addressing the gap is increasingly important to you 
•	there are risks if you do something, and risks if you do nothing 
•	you have some advice, but you want to take a wider, longer term view 
•	talking it through with an experienced executive feels like a good place to start 

#ExpertLeaders #Careers #PersonalDevelopment

Catalysis Advisory Ltd

𝗥𝗲𝗰𝗲𝗻𝘁 𝘄𝗼𝗿𝗸 𝗳𝗼𝗿 𝗣𝗘 𝗶𝗻𝘃𝗲𝘀𝘁𝗼𝗿𝘀 𝘄𝗶𝘁𝗵 𝗽𝗼𝗿𝘁𝗰𝗼 𝗕𝗼𝗮𝗿𝗱𝘀 𝗮𝗻𝗱 𝗠𝗮𝗻𝗮𝗴𝗲𝗺𝗲𝗻𝘁 𝘁𝗲𝗮𝗺𝘀 𝗶𝗻𝗰𝗹𝘂𝗱𝗲𝘀:
🔺 𝗽𝗿𝗲-𝗲𝘅𝗶𝘁 𝗿𝗲𝘃𝗶𝗲𝘄 - 𝗕𝟮𝗕𝟮𝗖 𝗙𝗶𝗻𝗧𝗲𝗰𝗵 (𝗘𝘂𝗿𝗼𝗽𝗲)
🔺 𝗽𝗼𝘀𝘁-𝗱𝗲𝗮𝗹 𝗺𝗶𝗱-𝘁𝗲𝗿𝗺 𝗿𝗲𝘃𝗶𝗲𝘄 - 𝗕𝟮𝗕 𝗥𝗲𝗮𝗹 𝗘𝘀𝘁𝗮𝘁𝗲 𝗽𝗿𝗼𝗳𝗲𝘀𝘀𝗶𝗼𝗻𝗮𝗹 𝘀𝗲𝗿𝘃𝗶𝗰𝗲𝘀
🔺 𝗽𝗿𝗲-𝗱𝗲𝗮𝗹 𝗕𝟮𝗕 𝗥𝗲𝗴𝗧𝗲𝗰𝗵, 𝗕𝟮𝗚𝟮𝗖 𝗛𝗲𝗮𝗹𝘁𝗵𝗧𝗲𝗰𝗵, 𝗕𝟮𝗕𝟮𝗖 𝗠𝗮𝗿𝗧𝗲𝗰𝗵, 𝗕𝟮𝗕𝟮𝗖 𝗺𝗮𝗻𝘂𝗳𝗮𝗰𝘁𝘂𝗿𝗶𝗻𝗴, 𝗕𝟮𝗚 𝗳𝗼𝗿𝗲𝗻𝘀𝗶𝗰 𝘁𝗲𝗰𝗵

Business Advisor

Johnson Controls Inc

$5b EMEA region of $20b Business Services division of $40b Fortune100 listed company

Director Change Management, EMEA

Blaxland Consulting

Advising clients on operational and commercial change.

CPA Global

£100m global Business Services company, backed by Private Equity

Director Strategy

Williams Lea

£20m Division of this £1b global Business Services company, part of DAX30 company DeutschePost

Managing Director 

Clifford Chance LLP

£100m+ M&A practice of this £1bn global Professional Services firm

Head Business Development Operations

Blake Dawson Waldron

A$350m international Professional Services firm (now part of £1b Ashurst LLP)

Business Development, Sales & Marketing management

CEO & Founder Expert Leaders™ | Career Direction & CV Coaching | £1B PSF | $40B Fortune100 | PE scaleups | London Business School

I help professionals step into clarity, confidence, and growth - especially when navigating complex career transitions in challenging or unfamiliar markets.

My clients are technically brilliant, ambitious … and many are internationally experienced. They’re often MBAs, engineers, M&A/finance experts, consultants, lawyers, or technology & data/AI specialists. 

They're ready to step into senior leadership, but something isn’t landing. Their pitch isn’t quite resonating. The growth opportunities they seek feel just out of reach.

That’s where I come in.

With more than 10 years in senior leadership - including as Managing Director responsible for 550 people - I’ve led growth, transformation, and turnaround across organisations from under £10m to over $5Bn. 

I’ve advised private equity investors and portfolio companies on operations, building robust solutions to complex problems. 

And I bring that same level of focus, clarity, and strategic thinking into my coaching practice.

My sweet spot lies in tech-enabled B2B services - including engineering, data/AI, finance, legal, and consulting. 

Highlights of my work include: 

▪️Steering post-merger integration for a $6Bn PE-backed global professional services firm, resolving operational failures, client complaints, and transformation across 15 countries.
▪️Leading the recovery of a £1bn NHS Trust’s lab project post-dispute, bringing together investors, clinicians, scientists, suppliers, and engineers to co-create a viable solution.
▪️Delivering commercial risk analysis that identified a -70% risk to a target exit valuation for a PE-backed £100m B2B services firm, unlocking a £1Bn exit in under three months.
▪️Repositioning a struggling new BPO offshore (India) proposition for profitable growth, delivering 50% savings to the client in a new £3m contract while also tripling profit margins.
▪️Rolling out a post-merger Sales/Marketing/Finance integration model for a £1Bn global professional services firm across 30 offices in 20 countries, deployed to 4,000+ staff.

All of that senior experience now feeds directly into my career coaching.

Many of my clients are mid-career or post-MBA, and sense a need to reframe their narrative, sharpen their presence, and navigate a system that may not easily understand their value. 

We don’t just talk. We rehearse. We edit. We test. We build influence from the inside out.

Whether you're preparing for interview, pitching for promotion, or making a full pivot, I’ll help you to tailor your story, build trust, and move forward with strategic clarity.

🎯 Diane Blaxland

FREE LinkedIn Mini-Course (Link Below) | Showing You How To Generate High-Quality Leads On LinkedIn The Right Way Without Being Spammy Or Paying For Ads | LinkedIn Trainer

🤦‍♂️ Are you struggling to cut through the spammy noise on LinkedIn?😔 Are cold DMs being ignored, even though you know you could help the right people?❓ Do you feel like “posting more content” isn’t actually turning into real conversations or clients?I totally understand your frustration! And it’s not even your fault. You’re not doing anything wrong.LinkedIn has trained people to sell too early, automate too much, and treat relationships like transactions. As a result, inboxes are flooded, trust is low, and even great offers get ignored.That’s frustrating... especially when you know your work delivers real value.This is exactly why we do what we do.I’ve been in online marketing for 20+ years and focused on LinkedIn lead generation for the last 7. Over time, we watched response rates drop, trust erode, and “best practices” become spam.So we stopped pitching.Instead, we built a relationship-driven LinkedIn lead generation approach centred around what we now call the LinkedIn Reverse Podcast Strategy.Most coaches, consultants, and service providers are dealing with:❌ Prospects who ignore cold outreach❌ Conversations that never move past small talk❌ A LinkedIn feed full of content, but very few real opportunitiesOur approach helps you:✅ Start meaningful conversations without pitching or pressure✅ Build instant trust by positioning prospects as the expert✅ Turn LinkedIn connections into warm, natural discovery calls✅ All without bad automation, spam, or awkward sales scripts.This is how:- We've booked 26 leads and sales calls in 10 days- Booked 44 podcasts in one month for one of our clients, resulting in a massive pipeline of business for him- We helped another client generate $100K+ from speaking with his ideal prospects he interviewed on his podcastIf you’d like to explore whether this approach could work for you... Click on the 'Visit my website' button near the top of my profile to watch a short 7-minute trainer video that shows the power of how this can change your entire lead generation on LinkedIn!

Jason Osborn

Why B2B Trust Compounds: The 90-Day Relationship Advantage.

Most B2B Sales Happen After 90 Days of Zero Selling.

Most salespeople pitch on day one. Then wonder why close rates are 8%.
The best B2B deals close at 67%. Not because the offer is better.

Because trust was built first.

Here's how it compounds:

🔹 Days 1-30: Foundation Building

Zero sales agenda conversations. You're not selling. You're learning.

→ Learning their business challenges
→ Sharing relevant insights freely
→ Establishing credibility signals

They're watching: "Is this person useful or just selling?"

🔹 Days 31-60: Trust Accumulation

Decision anxiety decreasing. They research you voluntarily.
Reciprocity beginning to form.

You gave value without asking. Now they feel the pull to give back.
"Advisor" status emerging. You're no longer a vendor.

🔹 Days 61-90: Relationship Conversion

Trust fully established. They ask about your offer.
You didn't pitch. They asked.
Close rate: 67% vs 8% cold outreach.

The relationship does the selling. You just answer questions.

Why This Works:
Each level requires the one below it.
Skip the foundation and the pyramid collapses.

→ No foundation = No trust
→ No trust = No conversion

Most salespeople skip straight to day 90 behavior on day one.

"Let me show you our solution."

The prospect isn't ready. Trust hasn't compounded.
So they say no. Or ghost. Or buy from someone who built the foundation.

Trust compounds like interest. The longer it builds, the more it's worth.
Day 1 trust is fragile. Day 90 trust is unshakeable.

The best B2B salespeople aren't the best closers.

They're the best relationship builders.
They play the 90-day game while everyone else plays the 1-day game.
That's why they win.

Where are you in the 90-day cycle with your best prospects?

♻️ Repost this if someone is skipping the foundation and wondering why nothing closes.
👉 Follow Jason Osborn for more on business growth and LinkedIn strategy.

Relationship Driven LinkedIn Lead Generation Through ‘Reverse Podcasts’ - Helping Coaches, Consultants, and Service Providers Build Clients Through Strategic Conversations | FREE Training click ‘Visit my website’ button

You Have 5,000 LinkedIn Connections. Less Than 50 Even Know Who You Are.

That's Not a Network. That's a Vanity Metric.

Most people obsess over connection count.

They hit 500+. Then 1,000. Then 5,000.
They feel successful. Like they've built something.
Then they need a client. And realize nobody actually knows them.

Here's the truth:

Connection count doesn't equal relationships.

5,000 connections means nothing if:
→ They don't remember connecting with you
→ They wouldn't recognize your name in an email
→ They wouldn't respond if you reached out
→ They have no idea what you actually do

That's not a network. That's a database of strangers.

Most people confuse access with relationship.
Having someone's contact info doesn't mean you have a relationship.

You can message them. They can ignore you.
You're in their network. They don't know who you are.

That's the gap between connections and relationships.
Connections are passive. Relationships are active.

A real network knows you. Remembers you. Responds to you.
→ They've had actual conversations with you
→ They've seen you add value somewhere
→ They trust you enough to engage
→ They'd take your call or respond to your message

That takes work. Not just clicking "connect."

Here's the test:
How many of your 5,000 connections could you message right now and get a response?
Not a "who is this?" response. An actual conversation.

If the number is under 50, you don't have a network.
You have a contact list full of people who forgot you exist.

Quality beats quantity. Every single time.

50 real relationships beat 5,000 weak connections.
→ 50 people who know you, trust you, and respond = revenue
→ 5,000 people who vaguely remember accepting your request = nothing

Most people optimize for the wrong metric.
They celebrate hitting 1,000 connections.

Then wonder why their outreach gets ignored.
Because connection count doesn't build trust. Conversation does.

Stop collecting connections. Start building relationships.

What that actually looks like:
→ Comment on their posts thoughtfully
→ Send value without asking for anything
→ Show up consistently in conversations
→ Engage before you ever pitch

Do that with 50 people and you'll close more business than 5,000 passive connections ever will.

Your network isn't the number of people you're connected to.
It's the number of people who would respond if you reached out.

How many is that for you?

♻️ Repost this if someone is collecting connections, not relationships.
👉 Follow Jason Osborn for more on business growth and LinkedIn strategy.

Why Prospects Say Yes to Podcast Interviews (But No to Sales Calls).

Same Person. Same Day. Different Response.

Most salespeople send this message:

"Can we hop on a quick call?"
Simple. Professional. Standard.
So why does it fail?

Here's what's happening in their brain:

❌ Sales Call Invitation

Your message: "Can we hop on a quick call?"

What they're thinking:
→ "Here we go. Another sales pitch."
→ "They want something from me."
→ "I need to prepare my defenses."
→ "How do I politely decline?"

Their guard: UP
Response rate: 8-12%

Now watch what happens when you change the frame:

✅ Podcast Interview Invitation

Your message: "Would you be interested in being featured on our podcast?"
Same prospect. Different frame.

What they're thinking:
→ "Someone wants to spotlight MY expertise?"
→ "This could be good for my brand."
→ "They're giving me a platform."
→ "Finally someone asking about what I know."

Their guard: DOWN
Response rate: 67-73%

Same Brain. Different Trigger.

Sales call: Asks them to be a BUYER → Defense mode activated

Podcast interview: Asks them to be an EXPERT → Reward mode activated

One frame triggers resistance. One frame eliminates it.

The Truth:
You don't need better sales scripts. You need a better frame.
When you give instead of ask, resistance disappears.

Sales calls put them in defense mode.
Podcast invites put them in expert mode.

→ Defense mode = closed body language, short answers, looking for the exit
→ Expert mode = open, engaged, wanting to share more

The conversation is the same. The relationship builds the same way.
But one frame makes them want to show up. The other makes them want to avoid you.

That's the power of reframing the ask.

Stop asking for their time. Start offering them a platform.
Same outcome. Zero resistance.

Which frame are you using?

♻️ Repost this if someone needs to stop getting ignored and start getting yeses.
👉 Follow Jason Osborn for more on business growth and LinkedIn strategy.

Why Prospects Say Yes To Podcast Interviews

Why Relationship-First Selling Closes 67% (vs 8% Cold Outreach). Even more so on LinkedIn.

The Numbers Don't Lie. But Most Salespeople Ignore Them.

Most salespeople chase volume.

100 cold pitches. 200 connection requests. 500 emails.
Then they wonder why close rates stay at 8%.

Here's what the data actually shows:

Cold Outreach Approach:
→ Close rate: 8%
→ Average sales cycle: 3-4 weeks
→ Referral rate: <5%
→ Customer lifetime value: 1.2x
→ Trust level: Low
→ Price resistance: High

You're working hard. Hitting low conversion. Starting over every month.

Relationship-First Approach:
→ Close rate: 67%
→ Average sales cycle: 2-3 days (after 90-day relationship)
→ Referral rate: 40%+
→ Customer lifetime value: 3.8x
→ Trust level: High
→ Price resistance: Low

You're working smarter. Hitting high conversion. Building momentum that compounds.

Why the 67% works:
Decision anxiety already gone.
They've researched you for 90 days. They already know you're legitimate.
By the time you present your offer, they've validated you ten times over.
Reciprocity already established.
You've given value for months. They want to return the favor.

This isn't manipulation. It's human psychology.

Trust already built.
You're not a vendor. You're an advisor they already respect.
The sale doesn't feel transactional. It feels like the natural next step.
Objections already addressed.

Through 90 days of dialogue, you've learned and solved their concerns.
You're not overcoming objections. You already handled them weeks ago.
Sale already made.
By the time you present your offer, they've already decided.
You're not convincing them. You're just confirming what they already want.

The math is simple:

100 cold pitches × 8% close rate = 8 clients
15 relationships × 67% close rate = 10 clients

Relationship selling wins on volume AND conversion.
Fewer conversations. Higher close rate. Better clients.

Here's what most salespeople miss:

Cold outreach feels productive because you're doing a lot.
But activity isn't the same as results.

Sending 100 pitches feels like progress.
Closing 8 deals after burning through 100 leads isn't.

Relationship selling feels slower because you're doing less.
But you're closing more with less effort.
15 conversations over 90 days feels patient.
Closing 10 deals with 40%+ referral rate is exponential.

Stop selling to strangers. Start building relationships that sell themselves.
The 67% close rate isn't luck. It's trust.

Trust takes time. But it converts at 8x the rate of cold outreach.

Which approach are you actually using?

♻️ Repost this if someone needs the data.
👉 Follow Jason Osborn for more on business growth and LinkedIn strategy.

Your LinkedIn Strategy Is Backwards.

You're Trying to Sell Before You're Trusted.

Most LinkedIn strategies fail at the same point.
They skip the trust phase and jump straight to the offer.
Post content. Get some engagement. Send a pitch.
Then wonder why nobody responds.

Here's why it doesn't work:

Content creates awareness. Not trust.
People see your posts. They might even like them.
But that doesn't mean they trust you enough to hire you.

Awareness is the first step. Not the last one.

→ They know you exist ≠ They trust you with money
→ They follow you ≠ They'll take a call
→ They engage with your posts ≠ They're ready to buy

You're asking for the sale before you've built the relationship.
Trust requires conversation. Not content.

Content can't answer their specific question.
Content can't hear their actual problem.
Content can't adapt to their unique situation.

Only conversation does that.

You need to move from visibility to dialogue before you can move to transaction.
Most people reverse this.

They post for visibility. Then they pitch for transaction.
They skip dialogue entirely.

That's why it feels like selling to strangers. Because you are.

The sequence that actually works:

Content → Conversation → Trust → Transaction

Not: Content → Transaction

Content gets you noticed.
Conversation builds trust.
Trust creates the sale.

Skip the middle step and you're cold pitching people who barely know you.

Here's what this looks like in practice:

Someone engages with your post.
Don't pitch them. Start a conversation.
Ask about their situation. Learn their challenge. Offer genuine insight.
No agenda. No ask. Just dialogue.

Do that three times over two weeks and you've built more trust than 100 posts ever could.

Now when you mention your offer, they're ready to hear it.
Because you earned the right to make it.

Stop optimizing for reach. Start optimizing for conversation.

You don't need 10,000 followers.
You need 50 people who trust you enough to take a call.
Content gets you the 50. Conversation turns them into clients.

Most LinkedIn strategies focus on the wrong metric.
They measure followers, impressions, engagement rate.

None of that pays bills.
Conversations do. Trust does. Relationships do.

Your strategy isn't failing because your content isn't good enough.
It's failing because you're trying to sell before you're trusted.
Fix the sequence. Build trust first. Sell second.

Which step are you skipping?

♻️ Repost this if someone needs to hear it.
👉 Follow Jason Osborn for more on business growth and LinkedIn strategy.

The Relationship Revenue Gap: Why Fast Sellers Stay Broke.

I Watched Two Salespeople Start the Same Week.

One sent 100 cold pitches in week one.

The other started 15 conversations.

Same industry. Same offer. Same market.
Three months later, their businesses looked completely different.

Here's what happened:

The fast seller followed the standard playbook.

Week 1-2: 100 cold pitches sent
Week 3-4: 8 responses, 3 calls booked
By end of Quarter 1: Minimal revenue growth

Every month was the same cycle. Same effort. Same small results.

No referrals. No momentum. High burn rate grinding toward the same output.

The relationship seller took a different approach.

Week 1-2: 15 relationship conversations started
Week 3-4: Trust building, no pitches
Month 2: 3 prospects asked about services
Month 3: Multiple closes at 67% rate vs the 8-12% cold outreach rate
By end of Quarter 1: Revenue multiples higher

Referrals already incoming. Low burn rate. Compounding momentum.

The difference wasn't talent. It was strategy.

Fast seller chased transactions. Each deal was isolated.
Relationship seller built assets. Each deal created three more conversations.

One worked harder and stayed broke.
One worked smarter and built momentum that carried forward.

Here's what the fast seller missed:
Transactions don't compound. Relationships do.

Every cold pitch is a reset. You're starting from zero trust every single time.
8-12% response rates mean 90+ rejections for every conversation.

Every relationship conversation is an investment. Trust builds. Referrals multiply.
67% close rates mean most conversations turn into revenue.

Fast sellers are always hunting. Relationship sellers are always harvesting.
The relationship revenue gap isn't about effort. It's about patience.

Fast sellers want results this week. So they pitch this week. And stay stuck at 8-12% response rates.
Relationship sellers invest in trust first. Results lag by 30-60 days. Then compound at 67% close rates.

Most salespeople can't wait 60 days. So they stay on the transaction treadmill.
The ones who can wait? They build businesses that scale.

Which approach are you actually using right now?

♻️ Repost this if someone is working harder but not growing faster.
👉 Follow Jason Osborn for more on business growth and LinkedIn strategy.

Why LinkedIn Connections Never Turn Into Conversations.

You Send the Request. They Accept. Then... Nothing.

Most LinkedIn connections die within a week.
You send the request. They accept. You feel productive.

Then nothing happens. No conversation. No relationship. Just another name in a list.

Here's why:

The LinkedIn Connection Pattern:

Day 1: Connection request sent
Day 2: Accepted
Day 3: Silence
Day 5: Still nothing
Day 7: You forgot they exist

Sound familiar?

Most connections die right here. Before any real conversation starts.

Mistake 1: No Purpose Beyond the Connection

You connected because:

→ They looked interesting
→ LinkedIn suggested them
→ You're building your network

But you had no plan for what comes next.
Connection without intention = dead contact.

You added them to your list. But you had no reason to actually talk to them.
So you don't. And they don't. And the connection dies.

Mistake 2: The Generic "Thanks for Connecting" Message

"Thanks for connecting! I help [job title] with [service]. Let me know if you ever need [thing]."
Translation: "I connected to pitch you."

Their response: Crickets.

You just told them the connection was transactional.
They know what's coming next. So they ignore you.

Mistake 3: Waiting for Them to Start the Conversation

You think: "They accepted. Ball's in their court."
Reality: They accepted 50 connections today. They don't remember who you are.

Waiting = losing.

You're one of dozens. If you don't start the conversation, nobody will.

What Relationship Sellers Do Instead:

Before connecting:

→ Read their recent posts
→ Identify what they care about
→ Find a genuine reason to engage

You don't connect randomly. You connect intentionally.
You know why you're reaching out before you send the request.

After connecting:

→ Invite them to be featured (reverse podcast)
→ Give them a platform
→ Build relationship through conversation

Connection becomes relationship.
Not because you pitched. Because you gave them something valuable.
A platform. Recognition. A conversation where they're the expert.

That's how connections turn into relationships.

LinkedIn connections are worthless. LinkedIn relationships are revenue.

5,000 connections that never talk to you = 0 clients
15 connections you actually build relationships with = pipeline

Most people optimize for connection count.
Then wonder why nobody responds when they reach out.
Because connections aren't relationships.

They're just potential relationships. Until you do the work to build them.
Stop collecting connections. Start building relationships.
Connect with intention. Engage with value. Build conversation before you ask for anything.

That's how connections turn into clients.

Which mistake are you making right now?

♻️ Repost this if connections aren't turning into conversations.
👉 Follow Jason Osborn for more on business growth and LinkedIn strategy.

Why LinkedIn Connections Don't Turn Into Conversations

The Best B2B Relationships Aren't Built in Meetings.

They're Built in Conversations Nobody's Tracking.

Most salespeople obsess over formal meetings.
The discovery call. The demo. The proposal presentation.

That's not where trust gets built.

Trust builds in the spaces between the meetings.

Here's where real relationships actually form:

1. The follow-up message that doesn't ask for anything.

You saw an article they'd find useful. You sent it.
No pitch. No ask. Just value.
That's when they think: "This person actually pays attention."

2. The comment on their LinkedIn post.

Not a generic "Great post!" that screams automation.
A thoughtful response that shows you read it. Understood it. Added to it.
They notice. They remember.

3. The intro you made without being asked.

You connected them with someone who could help.
Not a prospect. Not a lead. Just someone useful.
They don't forget that.

4. The voice note instead of the templated email.

15 seconds of your actual voice answering their question.
Personal. Human. Real.
Way more memorable than another polished email.

5. The problem you solved before they became a client.

They asked a question in a comment. You answered it fully.
No "let's hop on a call to discuss." Just solved it right there.
That's when trust starts.

6. The conversation after the deal didn't close.

Most salespeople ghost when someone says no.
You stayed in touch. Checked in. Stayed helpful.
Six months later, they're ready. And they remember who stayed.

Nobody tracks these moments in a CRM.
But these are the moments that matter.

Formal meetings create transactions. Informal conversations create relationships.
Transactions end. Relationships compound.

The best B2B salespeople know this.

They don't optimize for meetings. They optimize for trust.

→ They show up in comments
→ They send useful things without asking
→ They stay helpful even when there's no deal

That's why their close rates are higher. Their referrals are stronger.

Their relationships last.
Because they built trust in the moments nobody's tracking.

Where are you building relationships? In meetings or in the margins?

♻️ Repost this if someone needs to stop optimizing for meetings and start building real relationships.
👉 Follow Jason Osborn for more on business growth and LinkedIn strategy.

Why LinkedIn Content Alone Rarely Creates Clients (What's Missing).

Audience ≠ Clients. Followers ≠ Revenue. Attention ≠ Contracts.

Most LinkedIn creators obsess over content.
More posts. Better engagement. Higher reach.

Then they wonder why their bank account doesn't match their follower count.

Here's why:

Content builds awareness, attention, and authority.
But it doesn't build clients.

What content actually does:

They know you exist. Your name gets recognized. You appear in their feed.
They follow your work. They engage with your posts. They save your insights.
They respect your expertise. They see you as credible. They view you as an expert.
That's valuable. But it's not revenue.

What conversations do that content can't:

You learn their real needs. You discover their challenges. You identify specific problems.
They believe you can help. They open up about struggles. They see you as a partner.
They ask about your services. They take next steps. They become clients.
Content creates interest. Conversations create commitment.

Here's what most creators miss:

Content is the bridge. Not the destination.
It gets you noticed. It builds credibility. It creates warm leads.

But it doesn't close deals.

You still need to start the conversation.
Most creators stop after the content.

They post. They get likes. They feel productive.
But they're not in anyone's inbox. They're not having real conversations.

They're visible but unavailable.
Top sellers use content differently.

Content is the invitation. Conversations are where business happens.

They post to attract attention. Then they DM to start dialogue.
They comment to build rapport. Then they move to calls.

Content opens the door. Conversations walk through it.
The gap isn't visibility. It's dialogue.

You don't need more followers. You need more conversations with the right people.

→ 10,000 followers who never talk to you = $0
→ 100 followers who become conversations = revenue

Stop measuring success by engagement. Start measuring it by conversations started.
Content gets you noticed. Conversations get you hired.
Most creators stop at content. Top sellers start conversations.

Which one are you?

♻️ Repost this if someone is building an audience but not building revenue.
👉 Follow Jason Osborn for more on business growth and LinkedIn strategy.

How Podcast Interviews Eliminate Sales Resistance 

(The Psychology).

Same Brain. Different Triggers.

Most salespeople wonder why prospects shut down the moment they reach out.
It's not the offer. It's the frame.

Here's what's happening in their brain:

Traditional Sales Psychology:

You send: "Can we hop on a quick call?"

Their brain responds: "Sales threat detected"

What activates:
→ Skepticism engaged
→ Trust barriers raised
→ Exit strategies planned
→ Critical analysis mode

They're looking for the pitch. Preparing their defense. Finding reasons to say no.

Outcome: 8% close rate

Podcast Interview Psychology:

You send: "Would you be interested in being featured on our podcast?"

Their brain responds: "Status opportunity detected"

What activates:
→ Expert identity affirmed
→ Platform desire triggered
→ Reciprocity instinct engaged
→ Open dialogue mode

They're thinking about how this makes them look. How it helps their brand. How good it feels to be asked.

Outcome: 67% close rate

Same person. Same day. Different response.

Why this works:
Sales calls trigger threat response.
The moment someone hears "sales call," their brain prepares for combat.

Defenses go up. Trust goes down. They're analyzing everything you say for manipulation.

Podcast invites trigger reward response.
Being asked to share your expertise feels good.
It affirms status. It validates knowledge. It creates a dopamine hit.

Their brain associates you with positive emotion, not sales tension.

What happens during the interview:

When you spotlight someone's expertise, you:
→ Affirm their status (they feel valued)
→ Create reciprocity obligation (they feel indebted)
→ Learn everything about their needs (while they enjoy talking)
→ Build genuine rapport (no sales tension)

They talk. You listen. You ask good questions.
They leave feeling heard, valued, and impressed.

By the time you present your offer weeks or months later, their brain associates you with positive emotions.
Not sales resistance. Not skepticism. Just trust.

You're not manipulating. You're aligning with how humans actually build trust.

People don't trust salespeople who want something from them.
People trust advisors who give them a platform.

One frame activates defenses. One frame eliminates them.

Which frame are you using?

♻️ Repost this to help someone with their outreach.
👉 Follow Jason Osborn for more on business growth and LinkedIn strategy.

3 Decisions That Destroy B2B Relationships Before They Start.

You Think You're Building Rapport. You're Actually Building Resistance.

Most B2B salespeople make the same three mistakes.

They don't realize it until the prospect ghosts.
Here's what's killing your relationships before they start:

1. Leading with Your Offer

What you say: "Let me tell you what we do..."
What they hear: "I care about my commission, not your challenges."

The damage: Trust never forms. They're instantly defensive.

Relationship dies before conversation one.

You skipped the foundation and went straight to the sale.
They're not ready. They don't trust you. They're looking for the exit.

2. Asking for Their Time Before Giving Value

What you say: "Can I get 15 minutes to pick your brain?"
What they hear: "Give me something. I'll probably pitch you."

The damage: You positioned yourself as a taker.

Relationships require givers first.

You asked before you gave. Now they see you as just another salesperson extracting value.
Not someone who adds it.

3. Pitching Too Soon

What you say: "So, have you thought about working together?"

What they hear: "That whole relationship thing was fake. Here's the real agenda."

The damage: All that trust building obliterated in one question.
They ghost. You burned a potential champion.

You were building momentum toward a 67% close rate.

Instead, you rushed it and got nothing.

All three mistakes share one flaw:

You prioritized YOUR timeline over THEIR trust.
Fast results destroy long-term relationships.
Patience builds assets. Urgency burns bridges.

You wanted a client now. So you pushed too soon.
Now you have nothing. And they'll never trust you again.

B2B relationships compound when you:

→ Give first (no strings attached)
→ Wait until trust is built (not until you're impatient)
→ Listen more than you pitch
→ Care about their success (not your commission)

Give value without asking for anything. 
Show up in their comments. Share useful resources. Solve small problems.

No pitch. No ask. Just value.
When trust is built, reciprocity is established.

Now when you mention your offer, they're ready.
Because you earned the right to ask.

The truth:

Relationships die when you ask too soon.
They thrive when you earn the right to ask.

Stop destroying trust with urgency.

Give first. Wait longer. Build trust before you ask for business.
That's how you turn prospects into clients at 67% close rates.

Which mistake are you making right now?

♻️ Repost this if someone is rushing relationships.
👉 Follow Jason Osborn for more on business growth and LinkedIn strategy.

3 Decisions That Destroy B2B Relationships

Your LinkedIn SSI Is High. Your Revenue Is Low.

LinkedIn Says You're Killing It. Your Bank Account Disagrees.

Most LinkedIn users obsess over their Social Selling Index.

They check it weekly. Celebrate when it hits 75+. Feel accomplished.
Then they look at their revenue and realize the score means nothing.

Your LinkedIn SSI Dashboard:

Social Selling Index: 78/100
✓ Establish professional brand: 21/25
✓ Find the right people: 19/25
✓ Engage with insights: 20/25
✓ Build relationships: 18/25

LinkedIn says you're killing it.

Your Revenue Dashboard:
Clients from LinkedIn this quarter: 0
Pipeline conversations: 2
Revenue generated: $0
Your bank account disagrees.

The Disconnect:

What SSI Measures:
→ Profile completeness
→ How often you post
→ How many people you connect with
→ How much you engage

Activity. Not outcomes.

What SSI Doesn't Measure:
→ Depth of relationships
→ Quality of conversations
→ Trust you've actually built
→ Clients who hired you

Results. Not metrics.

Why This Matters:
You can have a perfect SSI score and zero clients.
SSI tracks visibility (easy to game). Not credibility (impossible to fake).

You've optimized for the score. Not the outcome.
You post consistently. Connect with people. Engage with content.

All the things LinkedIn rewards with a higher SSI.
But none of that builds the trust required to close business.

SSI gamifies the wrong behavior.
It rewards quantity. Business rewards quality.

→ Quantity: More posts, more connections, more engagement
→ Quality: Deeper conversations, real trust, actual relationships

One raises your SSI. One raises your revenue.

The Fix:
Stop optimizing for LinkedIn's score. Start optimizing for actual relationship depth.

High SSI + No relationships = Impressive dashboard, empty pipeline
Lower SSI + Real relationships = Clients who actually pay you

LinkedIn's algorithm doesn't write your checks. Your relationships do.

Focus on conversations that matter. Not metrics that look good.
Your SSI might drop. Your revenue won't.

Which dashboard are you optimizing for?

♻️ Repost to help others.
👉 Follow Jason Osborn for more on business growth and LinkedIn strategy.

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🎯 Diane Blaxland

Jason Osborn

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The Battle

🎯 Diane Blaxland

Jason Osborn

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Posts

Engagements

Likes

Performance Score.css-goub6s{font-size:var(--chakra-fontSizes-md);font-weight:500;color:var(--chakra-colors-gray-600);display:block;margin-top:var(--chakra-space-1);}Jason Osborn's LinkedIn Performance

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