Talking to Sales GOATs: Brynne Tillman, the LinkedIn Whisperer

I am starting a new series. Inspired by the GOATs (Greatest of all time) of sports and sales, I realize how blessed I have been to meet and talk to some of the biggest luminaries in all of sales.

Because of this, I would be remiss not to reflect on what I've learned from them and share these learnings with the world.

Chapter 6: Social Selling Mastery – Lessons from Brynne Tillman

In the world of modern sales, few people have done more to transform the way professionals build relationships, create opportunities, and leverage LinkedIn than Brynne Tillman.

Brynne Tillman isn’t just a sales influencer—she is the LinkedIn Whisperer, a true master of social selling who has pioneered strategies that help sellers connect with purpose, engage with value, and create trust that leads to revenue.

When I first connected with Brynne on LinkedIn in October 2017, I already knew she was a powerhouse in the social selling space. But it wasn’t until 2021, when I had the opportunity to appear on her show, Social Sales Link with Bill McCormick , that I truly saw the depth of her expertise. Our conversation on Social Sales Link was one of the most insightful discussions I’d had about how to leverage LinkedIn to drive meaningful sales conversations.

Fast forward to 2023, when she appeared on Mastering Modern Selling with Tom Burton , Brandon Lee and me, and it quickly became our most downloaded episode of the year. That wasn’t a surprise to me. Brynne’s ability to simplify complex social selling concepts and deliver immediate, actionable insights is unparalleled.

Why Brynne Tillman is a Social Selling GOAT

Brynne has spent over three decades in sales, mastering the art of selling through relationships rather than hard pitches. She is the CEO of Social Sales Link, a LinkedIn trainer, a speaker, and the author of "The LinkedIn Sales Playbook: A Tactical Guide to Social Selling".

Her approach is simple yet highly effective:

?? Lead to your solution, not with your solution.

?? Convert lurkers into engagers.

?? Slow down outreach to speed up outcomes.

Brynne has reshaped how sellers use LinkedIn not as a prospecting tool, but as a relationship-building machine. She’s helped organizations and individuals ditch cold outreach in favor of value-driven conversations, and she is an absolute champion of social listening and engagement.

In our episode together, she delivered some of the most impactful insights I’ve ever heard on social selling. This chapter will break down the golden takeaways from that conversation and how you can apply them immediately.

1. The Truth About Prospects Who "Aren’t Active on LinkedIn"

One of the biggest objections sellers make when it comes to LinkedIn prospecting is:

?? "My prospects aren’t active on LinkedIn."

Brynne challenged that head-on:

??? "Even if they’re not engaging, that doesn’t mean they’re not there."

Most decision-makers aren’t spending time posting or commenting, but that doesn’t mean they’re not reading, researching, and consuming content.

In fact, many executives are LinkedIn "lurkers"—they use the platform to gather insights but don’t necessarily interact.

So, what should you do?

? Stop assuming inactivity = absence. Just because they don’t engage publicly doesn’t mean they aren’t seeing your content.

? Position yourself to be valuable. If your posts are insightful and targeted, they will notice—even if they don’t react.

? Make sure your profile is optimized. When they do check you out, you need to look like an expert, not a pitch machine.

?? "We don't lead with our solution. We lead to our solution."

Instead of pushing an agenda, create content and conversations that pull people into engagement naturally.

2. The Power of Social Proximity: Mapping Your Network

One of Brynne’s most powerful social selling strategies is what she calls "mapping your social proximity."

?? "Even if the CEO isn’t active, someone in their company is. Someone in their circle is."

The key is to find warm paths to your ideal prospects through mutual connections and strategic engagement.

?? Here's how:

1?? Check the company page. See who you know that works there and who engages with their content.

2?? Look at former employees. They’ll often give you inside knowledge on how the company makes decisions.

3?? Engage with their content. Even if they don’t respond right away, LinkedIn’s algorithm will start showing them your posts.

4?? Leverage shared connections. "Who in my network can introduce me?" is always the most powerful question.

?? "You don’t need the CEO’s attention right away. You just need to get into their world."

3. How to Convert Lurkers into Engagers

Once you’ve identified potential buyers who aren’t engaging yet, Brynne shared a game-changing strategy:

??? "If they're not engaging with you, you have to engage with them first."

?? Use LinkedIn’s "Who's Posted Recently" Feature Go to the company’s LinkedIn page and see who has posted or commented in the last 7 days. These are your warmest points of entry.

?? Comment Before Connecting Before sending a connection request, engage meaningfully with their posts. Show up with insights, not asks.

?? The Private Message Nudge Instead of tagging someone (which can feel spammy), use LinkedIn’s private message feature: ?? "I loved your post on [topic]—it got me thinking. Curious, how do you see this evolving in your space?"

This low-pressure approach makes it easy for them to reply without feeling like they’re being sold to.

?? "Engagement is the currency of social selling. The more value you give, the more trust you earn."

4. Slow Down to Speed Up: Why Fast Outreach Fails

Most sellers make one fatal mistake on LinkedIn:

?? They rush the process.

?? "You have to slow down your outreach to speed up your outcomes."

What does that mean?

? Don’t connect and pitch.

? Instead, connect and engage.

If you take time to build credibility first, your conversion rate skyrockets when you do make an ask.

5. The #1 LinkedIn Strategy You’re Probably Not Using

This was one of my favorite takeaways from our conversation:

?? "Your job is to be a conversation starter, not a content pusher."

Here’s a brilliant strategy Brynne shared:

?? Run a Social Selling Ebook or Influencer Project

? Find a hot topic in your industry.

? Reach out to executives and say: "We're collecting insights from leaders in your space—would you be open to a quick 7-minute call to contribute?"

? Publish the ebook with their quotes.

? Tag them when it’s released (they’ll share it because they’re featured).

? Now, they’re warm for a conversation—and you didn’t have to pitch.

?? "Make people feel important, and they will engage with you."

Final Thoughts: Applying Brynne’s Social Selling Playbook

Brynne Tillman has redefined what it means to sell in a digital-first world. Her philosophy isn’t just about using LinkedIn—it’s about mastering relationships in a virtual space.

Her 5 Most Powerful Lessons:

1?? Stop assuming your prospects aren’t on LinkedIn. They’re there—even if they’re not active.

2?? Map your social proximity. Someone in their circle is on LinkedIn. Find them.

3?? Engage first. Don’t wait for them to find you—make the first move.

4?? Slow down your outreach to speed up your results. Trust wins over time.

5?? Become a conversation starter, not a content pusher. Position yourself as a trusted resource.

Brynne isn’t just a social selling expert—she’s one of the sharpest minds in modern sales. If you’re not learning from her, you’re leaving revenue on the table.

?? Follow her. Engage with her content. Learn from her playbook. That’s how you win in today’s sales game.

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