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Have you noticed that LinkedIn is resembling many other social media sites with sponsored ads that look like regular social posts? Just look for the tiny “sponsored” label at the top or bottom.
We’ve also seen increased person-to-person messages that are very obviously automated, such as “Hey Joe, I was looking at your profile and thought I would reach out. Do you have a minute to hear about our service X,Y, Z?”
When done without strategy or context, these approaches are annoying to the receiver. This is a lesson for anyone in business development. From owners to marketers and other growth professionals, don’t waste someone’s time.
You can’t fake (or pitch) your way into real professional services relationships. Mass emails and social posts are just too easy to identify…and then delete. Professional services lead generation through online channels must be handled with a personal touch.
Authenticity (Among Other Things) Wins the Business
Prospects ask: Can I trust this organization?
Trust isn’t built through polished marketing copy. It’s created when prospects see consistency between your firm’s expertise, values, personality, and the way you engage with others online and in person.
Instead of promoting your services, focus on content that demonstrates your people, your expertise, and your culture. Client success stories, educational articles, behind-the-scenes moments, employee milestones, community involvement, and industry insights generate better engagement than advertisements.
Before reaching out online:
- Research the individual and their organization.
- Identify shared connections who can provide introductions.
- Learn about current initiatives, challenges, or interests.
- Personalize your message based on something meaningful.
Personalize Your Approach Before the Proposal
Prospects ask: Who are the people making decisions and doing the work?
Remember: prospective clients typically research your firm before they respond to an email, accept a meeting, or make a phone call. They visit your website, review your LinkedIn profile, read team bios, explore social media activity, and evaluate firm thought leadership and industry involvement.
On social media, people respond much more frequently and positively to a post about someone winning an award or working a booth at a tradeshow (with a photo or video!) than they do to a news item or a link to the firm’s services.
A Gartner survey last year of more than 600 B2B buyers reported that 73% will actively avoid suppliers who send irrelevant outreach. Not only will they reject the outreach, but they will actively avoid future contact! This result includes social media outreach that is too generic and too “AI.” Think about it. How do you feel when you receive a solicitation for something you (a) don’t want and that (b) feels like a sales pitch? Unsubscribe me, please. Or in the case of LinkedIn, please “Hide this conversation.”
Beyond technical competence, potential clients want advisors who understand their business, communicate effectively, and build genuine relationships. Personalizing their experience, especially online, starts long before a proposal is presented.
Ask yourself:
- What values truly define our organization?
- What kinds of clients thrive working with us?
- What experiences consistently create loyal clients?
One useful exercise is to identify what your firm is not. Discuss brands, personalities, industries, or work styles that clearly don’t fit your culture. Often, understanding who you aren’t provides greater clarity about who you are.
Next, study your best client relationships. Interview your strongest clients and ask questions such as:
- What made them initially trust us?
- What do they value most about working with our team?
- Which interactions make them feel understood?
These answers can be used for creating differentiated messaging and targeted questions that you can ask new prospects.
Add Value Before You Meet
Prospects ask: Do they really understand my challenges/needs?
One of the biggest mistakes we see professionals make with online networking is asking for a meeting too early. They don’t know you, and they certainly doubt that you know them. Instead of immediately requesting time on someone’s calendar, offer something useful first. Educational resources build credibility while allowing prospects to engage on their own terms.
Examples include:
- Industry reports
- White papers
- Educational videos
- Podcasts
- Checklists
- Newsletters
- Case studies
- Webinars
- Practical guides
When your first interaction helps someone solve a problem rather than sell them a service, you immediately position yourself as a trusted advisor. Over time, these small interactions establish credibility long before someone becomes a client. Only after providing value should you suggest a phone call, virtual coffee, or in-person meeting.
Virtual networking has permanently changed professional services lead generation. It offers flexibility, expands geographic reach, and allows professionals to connect without extensive travel. However, convenience should never eliminate conversation. Whether meeting by phone or video, spend time getting to know the person behind the business. Allow for some brief small talk.
Ask about:
- Their weekend
- Their hobbies
- Their office artwork
- Their local community
- Industry challenges
- Recent accomplishments
Small conversations create memorable relationships. Recognize, too, that not every prospect enjoys video meetings. Some may prefer a brief phone call, while local contacts might appreciate meeting over coffee instead. Your flexibility for the meeting type and timing will demonstrate your respect for the other person’s preferences.
The Magic of Follow-Up
Prospects ask: Why didn’t I ever hear back from them?
More business opportunities are lost than you think because no one followed up. Consistency separates successful rainmakers from everyone else. You can develop a strong follow-up routine by:
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- Blocking dedicated time on your calendar each week.
- Eliminating distractions during follow-up sessions.
- Honoring every follow-up date promised to a prospect.
- Continuing to build personal relationships during each interaction.
- Picking up the phone instead of relying solely on email.
For example, a voicemail with genuine interest often leaves a stronger impression these days than another generic email. Persistence—when respectful and relevant—demonstrates your care and professionalism. It shows how attentive you will be as a service provider, too!
Tip: And if you can’t get a hold of them via email or voicemail, reach out to them on LinkedIn.
Your Strategic Virtual Business Development Process
Prospects ask: Do they have the capacity to handle my business?
Successful online business development combines disciplined processes with authentic human interaction. An effective approach might include the following:
- Building targeted prospect lists
- Identifying mutual first-degree connections
- Requesting warm introductions whenever possible
- Focusing on a manageable group of 10–20 priority prospects at a time.
- Researching each prospect before making contact
- Creating personalized outreach messages
- Delegating administrative tasks such as list management or scheduling
- Personally handling conversations once prospects engage
This approach creates consistency while preserving authenticity. That consistency builds trust that your firm has the knowledge and the capacity to handle the new client’s needs. By the time you are ready to propose and present to them, you will have a strong rapport and understanding of what drives the prospect’s business interests and goals.
As you can see, successful virtual business development is still driven by the relationship while leveraging technology to move the dial toward close and keep everything organized in your lead files.
Digital marketing, AI, CRM systems, social media and automation platforms are valuable business development tools. But none of them replace trust or client care. Build systems that free your time for meaningful conversations, personalize every interaction, follow through on your commitments, and lead with value before asking for the business.
Do you need help with a better approach to social media business development or virtual networking? Ask about how to stay personal but also efficient.
