Most sales conversations start too late
The early part of the buying journey is where trust is built (or lost). And for most B2B companies, that part is underused. Sales teams reach out cold. Marketing focuses on lead gen. But no one is shaping the buyer’s thinking before the first conversation happens.
That’s where a pre-sales system comes in.
It uses content—specifically on LinkedIn—to build familiarity, credibility, and relevance early in the process. So by the time someone books a call, they already know what you do and why it matters.
In this post, we’ll walk through how to build that system: What to share, how to structure it, and how to know it’s working.
What pre-selling actually means
Most people hear “pre-selling” and assume it means teasing your offer in a post. Or building awareness. Or staying visible in the feed. That’s part of it, but it’s not the point.
Pre-selling is what happens when your content quietly moves someone from not ready to open to a conversation. You’re not asking for their time. You’re earning their attention.
And when you do it well, your posts do some of the heavy lifting that usually happens later in the sales process. Things like:
- Explaining the problem in a way that actually resonates
- Showing you’ve solved it before, for people like them
- Helping them rethink their current approach without pushing for a call
It’s subtle, but it works.
And by the time someone reaches out (or replies to your message), they’re not starting cold. They’ve already seen your thinking, heard your perspective, and know why you’re credible.
You don’t need to convince them from scratch.
That’s the goal of pre-selling—not to close early, but to make real conversations easier to start.
Why pre-selling works (especially now)
Most B2B teams still treat sales like a switch that flips on once someone enters the pipeline. But buyers don’t think in stages.
They’re doing research, forming opinions, and ruling out options before your team ever gets involved. And once that early perception is set, it’s hard to change.
That’s where pre-selling gives you an advantage.
Buyers form opinions early. LinkedIn points out that trust often builds before someone visits your site or talks to your team. What they see in their feed shapes how they think about you.
Pre-selling helps you show up earlier in the process, not with a pitch, but with perspective. And that’s exactly what today’s buyers are looking for.
A few things are driving this shift:
- Buyers want to self-educate. 75% of B2B buyers now prefer a rep-free experience. That doesn’t mean they don’t want help. It means they want clarity before the call.
- The buying process is messier. Decisions rarely come from one person. Most buying committees now include 6 to 10 decision makers, each bringing in 4 to 5 pieces of information they’ve found on their own. Pre-sales content gives them shared language to make sense of the problem and your solution.
- Trust is harder to earn. Most teams say the same things. “We’re flexible. We’re experts. We care.” Buyers want proof. Content gives you a chance to show, not tell.
If you’re not part of that early thinking, you’re already playing catch-up. Pre-selling gives you a way to lead the conversation before you’re even in the room.
How to approach pre-selling on LinkedIn: Think like a trusted advisor, not a closer
There’s a big difference between being recognized and being remembered.
Plenty of people show up on LinkedIn. They post regularly, get some likes, but nothing really sticks.
But the secret is, those who stand out sound less like marketers and more like advisors. They’re not trying to impress. Instead, they focus on helping their buyers think more clearly.
Sometimes, that means breaking down a common misconception or sharing a small insight from a recent customer conversation. Other times, it’s just giving a name to a challenge the audience hasn’t been able to describe.
Over time, that kind of presence builds something stronger than visibility. It builds trust.
And when trust is in place, the next step—whether it’s replying to a message, booking a call, or championing your solution internally—feels a lot easier to take.
What to share: Content that does the work for you
You don’t need to post every day or wait for a viral moment. What matters is a steady stream of posts that guide your buyers to see the problem and believe you have the solution. Here are five content types along with concrete examples to help bring each idea to life.
1. Real examples
Instead of a polished case study, share a short story. For example, describe a project where you helped a mid-sized company streamline its lead generation process. Explain the initial challenge, what steps you took, and the measurable outcome. A quick post might say:
“Last quarter, we helped a client reduce their lead response time by 40% by tweaking their follow-up strategy. Here’s what we did…”
2. Problem breakdowns
Help your audience name their challenges. If you often see businesses struggling with inefficient sales outreach, write a post explaining why automated follow-ups miss the mark and how a more personal approach can bridge that gap. For instance:
“Ever wonder why your emails aren’t getting replies? Chances are, you’re missing the personal touch that builds real trust. Let’s break down why that happens.”
3. Simple frameworks
Share your method in clear, step-by-step terms. If you’ve developed a process for qualifying leads faster, outline it. A post might include a simple four-step diagram with brief explanations for each step, like:
“Step 1: Identify the decision-maker.
Step 2: Personalize your outreach.
Step 3: Share a success story.
Step 4: Follow up with a value add.”
4. Personal observations
Offer your take on what you’re noticing in the market. For example, if you see a trend of buyers relying more on peer reviews, you could write:
“I’ve noticed more buyers ask about peer experiences these days rather than just product specs. Here’s what I think this shift means…”
5. Behind-the-scenes thinking
Let your audience peek into your decision-making process. Share a short narrative about how you choose between two marketing strategies, what metrics you consider, and why one wins over the other. For example:
“When deciding on our next content series, we looked at engagement rates from previous posts. It turned out that detailed how-to posts got 30% more comments than quick tips. That’s why we’re doubling down on deep dives. Here’s what we’re planning next:”
Concrete examples like these turn abstract ideas into relatable insights, making your content not only informative but also truly engaging.
And if you need other ideas, check out our guide to LinkedIn posts for founders, leaders, creatives, developers, fractionals, and leaders in healthcare and finance.
How to build the system: A simple pre-sales workflow
Good content helps.
But good content, shared consistently, with a clear point of view—that’s what turns a few scattered posts into a system that actually supports sales.
Here’s how to set that up in five steps.
Step 1: Get your positioning straight
Before you write anything, make sure you’re clear on the fundamentals. Who are you speaking to? What problems are they facing? What do you want them to understand or believe after seeing your content? If your positioning is fuzzy, your content will be,too.
Step 2: Make your profile work for you
Most people who engage with your posts will check your profile. Use that space to reinforce what your content is saying. Keep it focused. Explain what you do, who you help, and how. Add a few proof points. Link to a customer story if you have one.
Step 3: Post regularly (but sustainably)
You don’t need a content calendar or a publishing tool. You just need a pace you can maintain. For most people, that’s 2–3 posts per week. Use the content types from the previous section to keep things varied and useful.
Step 4: Engage like a person, not a brand
Reply to comments. Ask questions. Join other conversations—not just your own. When people see your name more than once, you go from stranger to familiar voice. And familiar voices get replies.
Step 5: Share what’s working with your sales team
If a post leads to a conversation, share it. If someone in your target audience comments or likes it, flag them. Use content as part of the sales motion, not separate from it.
This isn’t about going viral. It’s about building a system where your content softens the ground—so your team doesn’t have to start every conversation from scratch.
Can you track progress? Yes, but not the usual way
One of the first questions that comes up with a strategy like this is, “How do we know it’s working?”
It’s a fair question. LinkedIn content doesn’t convert like paid ads or email links. The path from post to closed deal isn’t always linear. But if you know what to look for, you can track real progress.
- Start with the basics. LinkedIn analytics gives you visibility into who’s engaging with your content—what roles, industries, and companies are paying attention. If your target audience starts showing up in those numbers, you’re heading in the right direction.
- Look at leading signals. More profile views, thoughtful comments, and DMs from prospects you’ve never spoken to. These metrics are signs that your content is building recognition and interest—even before someone hits “book a call.”
- Coordinate with sales. Ask them to flag when someone references a post or starts a conversation with, “I’ve been following your stuff.” Over time, those moments add up. You’ll start to notice patterns.
If you want to take it further, here are a few practical ways teams are tracking impact:
- Tag content-influenced leads in your CRM.
If someone engaged with content before responding to outreach or booking a call, flag it. Over time, this shows how content supports pipeline. - Use tracked links in outreach.
If sales is sharing posts or customer stories directly, use tools like Bitly or HubSpot to track clicks and measure engagement. Compare pre- and post-content metrics. Look at reply rates, time-to-close, and meeting quality before and after your content system goes live. The difference can be subtle—but meaningful. - Monitor qualitative feedback.
If prospects mention your content during calls, log it. These anecdotal signals often reveal more than dashboards do.
This kind of tracking takes a little coordination. But it’s worth it. Because once you see how much easier sales gets when content leads the way, it’s hard to imagine going back.
Final thoughts on pre-selling through LinkedIn
Building a pre-sales machine doesn’t mean adding more noise to LinkedIn. It means showing up with clarity, consistency, and a point of view your buyers can trust.
You don’t need to overthink it.
Start with the problems your audience cares about. Share how you approach them. Show your work. Over time, the right people will start paying attention.
And when they’re ready to talk, you won’t need to introduce yourself. They’ll already know why the conversation matters.
If you want help building a system that actually supports sales, Column can help.
We work with teams to create content that earns trust early, and makes every sales conversation easier to start. Reach out today.
