How to Build Trust-Based Conversations with LinkedIn and AI
In a digital landscape crowded with automated "blasts" and shallow networking, the most effective way to do business remains the most human way: trust. While many see AI as a tool for speed, its true power lies in helping you scale your unique insights without losing your soul.
Starting trust-based conversations requires an intentional shift toward creating a safe, empathetic environment. When you lead with curiosity and transparency, you build a foundation for productive relationships that traditional "salesy" tactics simply cannot achieve.
The Framework: 7 Pillars of Trust in Sales
To move away from "engineered empathy" and toward genuine connection, sales professionals should align their LinkedIn and AI strategies with these seven core principles:
1. Reliability: Consistency is Key
Reliability isn't just about showing up; it’s about the accuracy and impact of what you share. Your audience should know that when they click on your content, they will receive value without a hidden pitch. Avoid sharing unverified statistics or "gatekeeping" answers with "DM me for the info" tactics.
2. Honesty: Do What You Say
Honesty is the baseline of any relationship. A common trust-breaker on LinkedIn is claiming to have "read a profile" when the person can see you never actually viewed it. Use AI to help you stay consistent, but always review the output to ensure it sounds like you.
3. Integrity: Aligning Values and Actions
Integrity means staying true to your moral principles in both public posts and private messages. Avoid the "bait and switch", inviting someone to a call to "learn about their business" only to spend 30 minutes pitching yours. Connection requests should never be used as a Trojan horse for a sales pitch.
4. Competence: Highlighting Your Expertise
Competence comes from sharing knowledge that has a proven impact. When using AI, don't ask it to "research" a topic for you, as that sacrifices your expertise. Instead, feed the AI your own transcripts, emails, or notes. Let the AI act as your ghostwriter, not your replacement.
5. Vulnerability: The Human Behind the Performance
Sharing a failure or a lesson learned from a mistake makes you approachable. Vulnerability doesn't damage your competence; it proves you are a human who grows. If you’ve fixed a mistake, share the "how" to help others facing similar challenges.
6. Empathy: Understanding, Not Engineering
Real empathy involves acknowledging that a prospect's challenges are important. Avoid "engineered empathy" where AI is told to "sound empathetic." Instead, provide the AI with your genuine perspective and ask it to frame your thoughts clearly.
7. Accountability: Owning the Outcome
Accountability is being responsible for your actions and mistakes. If you make an error, like calling a client by the wrong name, own it immediately. People appreciate accountability over avoidance, and it strengthens the relationship in the long run.
Using the CRISPY™ Framework for Authentic AI
To ensure your AI-assisted content remains genuine and sincere, use the CRISPY framework:
C - Context: What are you writing?
R - Role: Who should the AI be (e.g., a senior editor)?
I - Inspiration: What message should this evoke?
S - Scope: The format and structure.
P - Prohibitions: What words or tones should the AI avoid?
Y - Your Voice: Answering questions from the AI to ensure the content reflects your specific thoughts.
FAQs
Q: How do I develop the fastest communication and engagement on LinkedIn?
A: The key is actually to slow down. When you focus on speed, it’s about your needs. When you focus on meaningful impact, you earn the right to a conversation when the time is right.
Q: Is it okay to use AI to generate my sales messages?
A: Yes, but only as a ghostwriter for your own thoughts. Use transcripts of your own voice or meetings so the AI uses your words and your expertise rather than fabricating information.
Q: What is the "bait and switch" in social selling?
A: This occurs when you tell a prospect you want to learn about them or provide value, but then immediately pivot to a 20-minute sales pitch once you have their attention. It is a major trust-killer.
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