🔍 Start with them, not you. Research their world before entering their inbox with words.

🗣️ Tell stories, not pitches. Share real experiences to spark curiosity and build trust naturally.

📚 Use unfinished work as proof. Your book-in-progress signals depth without sounding like a brag.

🤝 Be a peer, not a peddler. Speak as an equal with insights — not as a vendor with desperation.

🧠 Find warm prospects without paying. Use Google and conversation threads to reach active, relevant decision-makers.

If you’re a senior SAP consultant or tech professional who cringes at the thought of cold outreach, this conversation is for you. Perhaps you’ve spent decades honing your craft and hate the idea of sounding like a pushy salesperson on LinkedIn. You’re not alone. This piece speaks to those of us with deep expertise but little taste for self-promotion, especially when it comes to building genuine business relationships online.

What will you walk away with? For one, reassurance that you don’t have to sell your soul (or chase strangers with cheesy pitches) to create meaningful connections. Instead, you’ll hear how storytelling can replace pitching, how to share value without bragging, ways to use something like a book-in-progress as a credibility signal, and how to present yourself as a peer rather than a vendor. By the end, you’ll also discover some practical tips on finding real prospects via LinkedIn and Google – without shelling out for Sales Navigator.

Sound like a tall order? Perhaps. But let’s drop in on a candid chat between two characters – Isard, a seasoned consultant frustrated with “business as usual” networking, and Wiz, his dry-witted mentor/friend. Through their dialogue, we’ll explore how someone with years of experience (and an aversion to marketing fluff) can start connecting authentically online. And maybe, just maybe, you’ll see a bit of yourself in Isard’s journey.

The LinkedIn Pitch That Stung

Isard: (groans) I just had the most uncomfortable LinkedIn exchange, Wiz. Some chap I barely know sent me a connection request – I accepted out of politeness – and the very next message was a full-blown sales pitch for his services. No introduction, no small talk, just “Hi, here’s what I sell, interested?” Ugh.

Wiz: Let me guess: You felt like you were being cornered by a door-to-door salesman in your own inbox?

Isard: Exactly! It was so tone-deaf. I hated it immediately. And the worst part is… (pauses, rubbing his temples) I realised I’ve done the exact same thing to others in the past.

Wiz: Ah, the old “taste of your own medicine” moment, eh? Dry, isn’t it?

Isard: (sighs) Incredibly dry. I mean, I always hated cold outreach, but I thought it was what I had to do when I started chasing freelance consulting gigs. So I copied what everyone else was doing – a quick intro on LinkedIn, then boom, dive into how I can “deliver value” and “optimise your SAP systems” or whatever jargon I threw at them. And now here I am, on the receiving end, feeling exactly how they must have felt – annoyed and ready to hit “Ignore”.

Wiz: It’s a bit like looking into a cringe-worthy mirror, isn’t it? At least you’re self-aware enough to catch it. Many never do. So, what are you going to do about it?

Isard: Good question. I clearly don’t want to be that guy – the one filling up others’ inboxes with unsolicited pitches. But I still need to connect with prospects. I mean, I’m trying to transition into more strategic consulting work, maybe even something entrepreneurial. I can’t just sit and hope clients magically find me.

Wiz: True. You can’t just hide in a cave and expect business to fall from the sky. So, you need to reach out somehow – but in a way that doesn’t make people want to fling their laptops out the window.

Isard: (half-smiles) That would be ideal, yes.

Wiz: Alright. Let’s unpack this. You got turned off by a cold pitch because it felt… what? Transactional? Impersonal? Like the guy didn’t care who you are, only that you might open your wallet?

Isard: All of the above. It felt like he saw me as a walking wallet, not a person. There was zero effort to build rapport. And ironically, if he’d taken a moment to read my profile, he’d know I am an SAP consultant too – basically he was pitching ice to an Eskimo.

Wiz: Classic. He didn’t see you as a peer, just as a target. No wonder it rubbed you wrong.

Isard: Right. So I’ve been making others feel like targets too, haven’t I? (shakes head) No wonder some promising connections ghosted me after my “reach outs”.

Wiz: Well, look on the bright side: now you know how not to approach people. Time for a new approach – one that you would actually respond to if the roles were reversed.

From Pitching to Storytelling

Isard: So if a straight sales pitch is out, what do I do instead? I still need to communicate what I do and the value I offer, at some point. How do I get that across without sounding like a desperate salesman?

Wiz: Two words: tell stories.

Isard: Stories? You mean like “once upon a time, I solved a complex ERP issue…”? (raises an eyebrow)

Wiz: Why not? Think about it. When someone launches into a sales pitch, our guard goes way up. But when someone starts with “You know, the other day I had this project where everything was on fire…” – don’t you lean in a bit?

Isard: Maybe. If it’s relevant or sounds interesting, I suppose I would.

Wiz: Exactly. Humans are wired for stories, not pitches. We’ve been telling stories around campfires long before PowerPoint and cold calls. Stories draw people in because they can see themselves in the narrative. A good story subtly says, “I understand a problem you might have – because I’ve lived it.”

Isard: That makes sense in theory. Instead of saying “I can optimise your SAP deployment,” I might share a short tale of how I helped a client rescue an S/4HANA migration that was going off the rails. Like, talk about the chaos, what we tried, how it turned around, and what came of it.

Wiz: Yes! Paint a picture. Frame the problem and the journey to a solution. Your prospect might think, “Hmm, we had a similar mess with our last upgrade,” but without you explicitly saying “Your upgrades are a mess, let me fix them.” It’s relatable rather than confrontational.

Isard: I see. It’s showing, not telling, in a way. Demonstrating expertise indirectly.

Wiz: And much more engaging. There’s a reason people remember stories better than dry facts – in fact, a Stanford professor found that stories are remembered up to 22 times more than facts alone . No one’s going to remember your list of services, but they’ll remember the story about how “that consultant helped a company avoid a major SAP go-live disaster at 2 AM”.

Isard: (smirks) I have a few of those war stories in the vault, for sure. And those are more fun to share than a slide of bullet points.

Wiz: Plus, stories give you a way to share lessons or insights without bragging. You’re simply recounting something that happened and what you learned or how it ended. The value or capability you provided is implicit.

Isard: That’s true. If I tell the story well, I won’t need to say “and that makes me a great consultant,” because the story shows it.

Wiz: Exactly. Let the listener connect the dots. It’s far more convincing when they conclude “This person knows their stuff” rather than you declaring “I’m an expert, trust me.”

Isard: This reminds me: whenever I see LinkedIn posts where someone just crows about their achievements or says “We increased X by 300%!”, I kind of skim past. But when they frame it like a case study or a personal journey – even a failed attempt that taught something – I actually read it. Maybe even hit “Like.”

Wiz: See, you know what resonates with you. So apply that to what you share. No more boilerplate pitches or laundry lists of services. Instead, anecdotes, reflections, little nuggets of narrative that reveal something useful.

Isard: I can do that. It feels more natural, honestly. I’m a consultant – I solve puzzles and accumulate stories for a living. Might as well use them.

Sharing Value Without Bragging

Isard: One concern, though. I get that storytelling beats pitching. But how do I make sure my storytelling doesn’t turn into humble-bragging? You know, “Look what I did, I’m so great.” There’s a fine line between sharing a success and showing off, right?

Wiz: Very true. The line can be fine, but there are ways to stay on the right side of it. First, focus on the lesson or the insight, not on yourself. For example, instead of saying “I delivered a complex project in record time,” you might say, “This project taught me that having a phased rollout saved us when things went sideways.” See the difference?

Isard: The first is basically patting myself on the back. The second is highlighting a strategy or lesson learned – which just so happens to imply I was capable enough to execute the project.

Wiz: Bingo. You’re sharing value. You’re giving the reader something to chew on – a tip, an idea, a perspective – rather than just telling them how awesome you are. People don’t mind you sharing a win if they can take something useful from it for themselves.

Isard: So, maybe I frame posts like “What I learned from doing X” or “How Y surprised us during a rollout,” instead of “We crushed Z KPI in Q4.”

Wiz: Yes. It’s all in the framing. Also, it helps to be a bit vulnerable or honest about the challenges. If everything in your story is sunshine and roses and you’re the flawless hero, it rings hollow (and frankly, it’s annoying). But if you admit that you struggled, or that you had a team of people helping, or even that you once made a mistake that taught you something, it humanises you.

Isard: So I could say something like, “Confession: I once nearly derailed a project by overlooking a minor master data detail. It taught me to never ignore the ‘boring’ stuff.” That kind of thing?

Wiz: Perfect. You’re not shy about sharing that you stumbled, but you also show what you learned and how you improved. It turns a potential brag into a relatable lesson. And ironically, it still boosts your credibility because it shows experience and honesty.

Isard: Right. It’s credibility through authenticity. And I guess that’s more encouraging to a prospective client too – they see you as someone who’s been through the trenches and is candid, rather than some slick superhero consultant who might be too good to be true.

Wiz: Plus, when you drop the act, people let their guard down. They start to see you as a peer (we’ll talk more about that in a bit) rather than someone just trying to prove something.

Isard: I like this. It feels more me. Dry humour, warts-and-all tales, and genuine takeaways – that I can do. It’s certainly more appealing than trying to sound like a press release of myself.

Wiz: And it’ll differentiate you from the crowd of LinkedIn posts where every other person is either bragging or quoting some generic motivational poster. By being real and focusing on value and insight, you’ll stand out and be remembered for the right reasons.

Isard: (grins) Perhaps I won’t even need to say I’m an expert. They’ll figure it out from the stories and reach that conclusion on their own.

Wiz: That’s the idea. Remember, people hate being sold to, but they love a good story or useful insight. Give them that, and you’re already halfway to a meaningful connection.

The Book Draft as a Credibility Signal

Isard: You mentioned credibility – that reminds me of something. I’ve been quietly drafting a book in the background. It’s nowhere near done, but it’s a collection of my experiences and methodologies in SAP projects. Kind of like sharing all the lessons I’ve learned.

Wiz: Ah yes, your magnum opus in the making. How’s that coming along?

Isard: Slowly. (chuckles) I tinker with it when I can. But why I bring it up: I’ve heard having a book – even just saying you’re writing one – can be a great credibility signal. I mean, people do treat authors a bit differently, don’t they?

Wiz: They do. There’s a certain implied authority when you say “I’m writing a book on X” or “I’ve literally written the book on Y.” Even if it’s a draft or work-in-progress, it signals depth of knowledge and commitment to the field. You’re not just dabbling; you have enough thoughts to fill a book.

Isard: So you’re saying I should casually mention my book-in-progress on my profile or in conversations?

Wiz: More than casually, perhaps. You could incorporate it into your LinkedIn headline or about section: “Author of forthcoming book on SAP project success” – something like that. And definitely bring it up when talking to potential clients, in a natural way. Like, “Funny you mention data migration, I’m actually covering that in a chapter of the book I’m writing on successful SAP transformations.”

Isard: That does sound more impressive than just “I’m an SAP consultant.” It’s a differentiator.

Wiz: Exactly. It separates you from the pack. Lots of people have the title “Consultant” – not many have “Author” (even aspiring author) attached to them. It’s like an instant boost in credibility without you outright bragging. It’s proof by implication.

Isard: And here’s another thought – I could even use the book as a conversation starter with prospects. For example, if I identify someone as a potential client, I might reach out not with a sales pitch, but to ask if they’d like to share some insights or be featured in the book. Kind of like an interview.

Wiz: Now you’re thinking like an entrepreneur. That approach can work brilliantly. You’re basically flipping the script: instead of “Can I have your time to pitch you?”, it becomes “I value your experience, could I get your input for my book?” Many people will be flattered by that. They get to talk about themselves and their challenges, and you get to build a relationship.

Isard: And all the while, I’m implicitly showcasing my expertise because, well, I’m the guy writing a book on the topic. I don’t even have to say it explicitly; it’s understood.

Wiz: Plus, if those conversations go well, some of those interviewees might naturally turn into leads. After an insightful chat, they might ask about what you do, or where they can read more, etc. It’s soft networking at its finest.

Isard: I love that. It feels collaborative, not transactional. And it fits my style – I genuinely am curious about how others are tackling the same problems I write about.

Wiz: It also positions you as a thought leader. Even before the book is finished, you can share tidbits on LinkedIn like “Drafting a chapter on avoiding SAP scope creep – any horror stories or tips to share?” This engages your network and again subtly tells everyone, “hey, this person is knowledgeable enough to be writing a book on it.”

Isard: (nods eagerly) It’s like marketing without “marketing”. Just working on my book and involving others along the way.

Wiz: Precisely. And down the line, when the book is out (or even a free e-book version of it), you have a fantastic piece of content to give to prospects – a hefty business card, so to speak. They can read it, get value, and come to trust you even before any formal engagement.

Isard: Not to mention, I’d feel a lot prouder promoting a book I wrote than just saying “hire me.” It’s something concrete I can stand behind.

Wiz: And that pride and authenticity will show. It’s hard to fake genuine enthusiasm for something like that. People sense it.

Position Yourself as a Peer, Not a Seller

Isard: This is great so far. So, I’ll focus on storytelling, share lessons instead of bragging, and leverage my book for credibility and conversation. Now, about how I actually talk to potential clients… You said earlier that guy treated me not as a peer but as a target. How do I make sure I approach people as a peer?

Wiz: It starts with mindset. You are a peer. You’re a seasoned professional with 25+ years in the field. When dealing with an executive or manager at a target company, treat them like a colleague, an equal – because they are, in many ways. You’re not beneath them (begging for work), and you’re not above them (acting like you know everything). You’re two professionals in the same industry, exchanging ideas.

Isard: That makes sense. But in practice, say I identify a company that might need my help. How do I reach out without slipping into seller mode?

Wiz: For one, don’t lead with your “pitch” at all. Lead with something contextual and genuine. Perhaps you noticed they posted about a project or commented on a topic. Or maybe you saw news that their company is undergoing a big systems overhaul. Use that as your opener: “Hi X, saw your post about Y – fascinating insight. I’ve also been working on that challenge lately…”

Isard: So, find common ground first.

Wiz: Yes. Or even ask a question to tap their expertise: “How did you manage to convince your board to invest in that upgrade? That’s often a sticking point in my experience.” Suddenly, it’s professional to professional, not seller to prospect. You’re showing respect for their knowledge.

Isard: I like that. It’s curious and collaborative. And it acknowledges they have expertise too, instead of assuming they’re clueless and need my help.

Wiz: Exactly. Everyone’s an expert in something. Recognise that. Also, when you speak as a peer, your language changes. You’re not using clichéd sales lines like “I guarantee I can save you 30%” or “I’m reaching out to touch base about your ERP needs.” Instead, you talk like you would to a colleague: “What are you guys doing about data quality? I nearly pulled my hair out on a project last year with that issue.”

Isard: Haha, yes I’ve literally said that to colleagues. So why not to new contacts?

Wiz: There’s no reason not to. It’s more authentic. And guess what – when people see you as a peer who understands their pain and isn’t just there to sell, they lower their defenses. Real conversations happen.

Isard: You know, this reminds me of something I read somewhere: 88% of B2B buyers will only engage if they see you as a trusted advisor – not just a salesperson – which means if you come off as “just another vendor”, they’ll ignore you . Basically, if you come across as a typical peddler, you’ve lost them before you even start.

Wiz: That rings true. Trust is everything. And trust comes when you demonstrate empathy, knowledge, and integrity over time – all things a peer can do better than a stereotypical seller.

Isard: So even in my content or profile, I should strike a peer-like tone. Less “marketing speak,” more conversational and down-to-earth, as if I’m talking to an equal.

Wiz: Definitely. You can even explicitly say things like “I help fellow SAP leaders tackle XYZ” – the word “fellow” subtly puts you alongside them. In your case, you are a fellow SAP leader. You’re positioning as an ally, not an outsider trying to get in.

Isard: And when it comes to proposals or discussions, I guess I frame it as collaboration: “Let’s solve this together” rather than “I’ll solve this for you (for a fee)”.

Wiz: Yes, the vibe should be two partners in crime brainstorming, not a salesperson doing a pitch. Even if ultimately there’s a sale, it feels like a natural next step of working together, instead of a cold transaction.

Isard: This feels much better to me. I’ve always seen myself as a consultant partnering with clients to fix things, not a hit-and-run vendor. Now I just need to make sure that comes across from the very first interaction.

Wiz: It will, as long as you stay mindful of it. Whenever you type a message or a post, quickly ask yourself: “Am I sounding like a peer sharing something, or a salesman hawking something?” If it’s the latter, rewrite.

Isard: Got it. Peer mindset engaged.

Finding Real Prospects (Without Paying for Sales Navigator)

Isard: Now for the million-pound question: How do I actually find and connect with the right people on LinkedIn (and beyond) to have these lovely story-led, peer-to-peer conversations? I mean, LinkedIn’s great, but without Sales Navigator, it’s a bit of a pain to search for specific prospects at scale. And I’m too cheap – I mean, principled – to pay for another subscription.

Wiz: (laughs) Frugal and principled, I’m sure. Don’t worry, there are ways. You don’t need Sales Navigator to be a LinkedIn sleuth.

Isard: Go on, Sherlock, enlighten me.

Wiz: First, use LinkedIn’s basic search smartly. It actually has quite a few filters for free. You can search for people by title, industry, location, etc. For example, try typing something like “IT Director SAP London” in the search bar and filter by People. You’ll get a decent list of folks who likely fit that bill. You can then narrow by current company or region using the free filters.

Isard: True, I’ve found a few that way. Though LinkedIn sometimes limits how much you can see if you’re not connected…

Wiz: Right, which brings me to trick two: Google X-ray search. Use Google to search LinkedIn. For instance, type site:linkedin.com/in “IT Director SAP” and Google will show you public LinkedIn profiles matching that. Often you can glean names and titles this way even if LinkedIn itself hides them behind “LinkedIn Member”. Once you have a name, you can always look them up directly.

Isard: That’s clever. So basically leveraging Google’s index instead of LinkedIn’s interface.

Wiz: Exactly. It’s like using Google as your free Sales Navigator. And you can add other terms to target, like industry keywords or locations in the search query. It takes a bit of trial and error, but it works.

Isard: I can handle a bit of Google-fu. What about finding people who are actually active on LinkedIn? Like, ideally I want to connect with folks who post or comment, not ones who made a profile in 2010 and never log in.

Wiz: Good point. An inactive profile is like yelling into a void. One way is to search for content. Use LinkedIn’s search but filter by Posts instead of People, and use keywords related to problems you solve. For example, search posts for “SAP implementation challenge” or “S/4HANA migration issues.” You’ll see posts where people discuss those topics.

Isard: And then I can see who’s posting or commenting on them.

Wiz: Yes. If someone is posting about an SAP challenge, that’s a clue they’re both active on LinkedIn and dealing with something in your wheelhouse. You can engage with their post (thoughtfully, no selling!) – maybe comment with a suggestion or simply empathise. That puts you on their radar in a friendly way. After that, a connection request won’t seem out of the blue.

Isard: Nice. It’s like finding the people who have their hand raised, indirectly. They’re talking about the issue, which means it’s on their mind.

Wiz: Exactly. And you didn’t need any paid tools for that. Just some time and genuine interest. Another idea: look at industry webinars or virtual events (often announced on LinkedIn). People who attend or comment on those might be good contacts. And often attendee lists or comment threads are public.

Isard: I see. So the pattern here is go where the conversations are happening, then join them.

Wiz: You got it. It’s a bit more legwork than blasting a thousand InMails via Sales Nav, but you’ll end up with far warmer interactions. Quality over quantity.

Isard: Which is fine by me. I’d rather have five meaningful chats than a hundred ignored messages. Also, I imagine this approach helps me learn the real pain points people are talking about right now. Good intel for my content and book too.

Wiz: Absolutely. Consider it a side benefit: you stay current on what your peers and potential clients are concerned about. That informs what story or advice you might share next.

Isard: And when I do reach out, I can reference something specific – “Hi, saw your comment on the SAP forum about data migration headaches – totally relate.” It shows I did my homework and I care about the same issues.

Wiz: Music to my ears. That’s the opposite of a cold pitch; it’s a warm approach based on real context. Nine times out of ten, that’ll get a much better response.

Isard: I feel like a prospecting ninja now, sneaking around with Google and LinkedIn, finding exactly who I need without raising alarm.

Wiz: (grins) Just use your powers for good, not evil.

Isard: Promise. No spam, scout’s honour.

A New (Authentic) Approach

Isard: Alright, let’s recap this adventure, shall we? I started out grumbling about a tone-deaf sales pitch in my LinkedIn inbox. That pushed me to realise I’ve been guilty of the same. But now, thanks to this chat, I have a game plan that actually feels right.

Wiz: Hit me with it – what’s the new approach, in your own words?

Isard: Well, first off, my new approach boils down to a few key things:

• No more cold pitches – use storytelling to engage prospects instead of bombarding them with sales talk.
• Share lessons, not bragging – highlight insights and useful takeaways rather than boasting about achievements.
• Leverage my book-in-progress – use it as a credibility booster and conversation starter (for example, by asking others for input or sharing excerpts).
• Be a peer, not a peddler – approach potential clients as an equal, with genuine curiosity and no pushy sales agenda.
• Smart prospecting – find and engage with active prospects on LinkedIn (and via Google) by joining their conversations (no expensive tools or spammy messages needed).

Wiz: (slow clapping) Well said. I’d buy from that guy – and I don’t even have an SAP system!

Isard: (laughs) High praise. But seriously, this feels so much better than the old way. It’s like I’ve been given permission to just be myself – a somewhat introverted techie who prefers genuine chats over sales theatrics – and still grow my business.

Wiz: Because that’s exactly it. You can be yourself and succeed. In fact, that’s usually when people find the most success – when they lean into their authentic style instead of forcing someone else’s playbook.

Isard: I have to admit, I was worried that if I didn’t do the hard sell, I’d never land new clients. But this conversation has me convinced otherwise. I don’t need to do more marketing; I need to do it differently. More human, more strategic, less spammy.

Wiz: And you’ll actually enjoy it more, which means you’ll do it more consistently, which means… better results. Funny how that works.

Isard: Indeed. By the way (glancing at an imaginary camera), I wonder if anyone else listening in finds this useful.

Wiz: (smirks and breaks the fourth wall) Dear reader, if you’ve made it this far, maybe you’re a bit like Isard – allergic to sleazy sales tactics but hungry for meaningful success. If so, give these ideas a try. Your network (and your conscience) will thank you.

Isard: Alright, Wiz, that’s enough breaking the fourth wall for one day. Time for me to put this into practice. I’ve got some stories to write and a few conversations to spark.

Wiz: Go get ’em, storyteller. And remember – no selling your soul, just selling by being human.

Isard: Deal. (stands up, feeling a new spark of confidence) This might actually be… fun?

Wiz: (grinning) That’s the spirit. Who knew not pitching could be the best pitch of all?