Social selling

Using a founder’s or company’s social presence to open and warm conversations with specific buyers, rather than to broadcast at an anonymous crowd. The distinction is where the value sits: a post reaches the room, but a thoughtful comment on a named contact’s post touches one person in it by name. For WPH’s audience of roughly 250–400 named people, social selling means the fifteen minutes spent in Tier 1 contacts’ comments matter as much as the post itself — that’s the part that turns visibility into a warm relationship.

Source: Popularized in B2B practice alongside LinkedIn’s Social Selling Index (introduced 2014). The core argument: sellers who build a genuine presence and engage buyers on social networks open warmer, higher-converting conversations than those relying on cold outreach — presence first, pitch later or never.

First used in: 2.1 · Founder visibility for a named audience