Quitter’s Friday: The Day Dreams Die. But Yours Don’t Have To

Let’s talk about Quitter’s Friday. The second Friday of January is the day when many people abandon their New Year’s resolutions. Hopes of a fast start fizzle out, replaced by frustration and self-doubt. The culprit in business resolutions? An approach to sales and marketing that feels like pushing a boulder uphill. Worse, it feels utterly unnatural.

For most entrepreneurs, sales and marketing aren’t just uncomfortable. They’re downright dreaded. They’re tasks shoved to the back burner, avoided until desperation sets in. Sound familiar?

Your resolutions don’t have to end this way. ?

Why Traditional Sales and Marketing Fail Entrepreneurs

The traditional approach to sales is transactional, impersonal…and frankly, exhausting. It feels like shouting into a void, hoping someone’s listening. It’s cold emails that get ignored. Social media posts that disappear into the algorithm. Pitches that fall flat because they’re just that—pitches.

So, when results don’t come quickly, many give up. They try something else, dabble for a while, and quit again. This cycle is the kiss of death for entrepreneurial momentum. And it’s exactly why Quitter’s Friday exists.

The Secret to Never Quitting Again: Selling Through Relationships

Here’s the truth: Sales and marketing don’t have to be a struggle. They can feel as natural as having a conversation with a friend.

Instead of selling to people, build relationships with them.

Here are three ways to keep up with your new year’s resolutions:

1. Start Conversations, Not Sales Pitches

Sales begins with connection. Engage with your ideal prospects by genuinely interacting with their content. Like their posts. Leave thoughtful comments that show you’re paying attention. Start conversations in the threads…not with an agenda, but with genuine curiosity.

Example Comment: “Your post on overcoming leadership challenges really resonated with me. What strategies have worked best for you when motivating your team during tough times?”

The goal isn’t to sell. The goal is to connect.

2. Collaborate on a Micro-Project

Once you’ve built rapport, look for small ways to work together. This isn’t about closing a big deal. It’s about building trust.

Maybe you share a framework, brainstorm an idea, or provide a small, actionable tip. This micro-project shows your expertise without pressure or pretense.

Example: If a connection mentions struggling to engage clients, offer to co-create a quick guide or to review their messaging strategy. It’s low commitment but high value, and a true connection.

3. Leverage the Triangle of Trust

Here’s where the magic happens. Once you’ve established trust, identify someone in their network (a 1st-degree connection) who fits your Ideal Client Profile. Then, ask for an introduction.

Example Message: “Hi [Prospect’s Name], I’m working with Ed Forteau on a project around client acquisition strategies. He really approaches it in a unique way. I told him you’ve got incredible insights in this space, and I thought the two of you would really hit it off. Would you be open to an introduction?”

This isn’t just networking. It’s trust-building on steroids.

Why This Works

1.?????? Trust Is Transferable: When someone introduces you, their credibility becomes your credibility. The time it takes to build rapport and comfort shrinks dramatically.

2.?????? You’re Solving, Not Selling: A micro-project demonstrates your value in action. No pitches, no pressure…just results.

?3.?????? It’s Human: People do business with those they like, trust, and respect. Selling through relationships feels good for both parties.

This Quitter’s Friday, Choose to Commit

Don’t let Quitter’s Friday be the day you abandon your goals. Make it the day you double down on a better way to achieve them:

1.?????? Engage: Identify 10 ideal prospects and interact with their content weekly.

2.?????? Converse: Start 3 meaningful conversations in comment threads.

3.?????? Collaborate: Offer 1 micro-project opportunity.

4.?????? Leverage: Use the Triangle of Trust to secure 1 introduction every two weeks.

5.?????? Commit to this relationship-first approach for 90 days. The results will speak for themselves.

Your Challenge

This Quitter’s Friday, don’t quit. Connect. Choose relationships over transactions. Conversations over pitches. Collaboration over cold outreach.

And watch how your business grows in ways you never imagined.

Are you ready to commit to a relationship-first strategy? Let’s talk about it in the comments.

This is the 11th issue of The LinkedIn Business Rainmaker Newsletter.