In a recent LinkedIn post, Jason Osborn challenges the conventional sales wisdom that prioritizes formal meetings, arguing that genuine B2B relationships are forged in the often-untracked interactions that occur between official appointments. Osborn contends that while discovery calls, demos, and proposal presentations are essential for transactions, they are not the primary drivers of trust.
The Trust-Building Power of Informal Interactions
According to Osborn, the bedrock of strong B2B relationships is laid in the ‘spaces between the meetings.’ He outlines several key areas where this crucial relationship-building occurs, emphasizing actions that demonstrate genuine attention and value without an immediate expectation of return.
“Trust builds in the spaces between the meetings.”
Osborn highlights specific tactics that contribute to this trust. One is the unsolicited follow-up message containing a valuable article, devoid of any sales pitch. As Osborn notes, this act signals to the recipient that the sender is attentive and thoughtful. Similarly, he points to engaging thoughtfully with a person’s LinkedIn post, offering more than a generic comment, as a way to show genuine engagement and understanding. This level of interaction, he suggests, makes a lasting impression.
Beyond the Transaction: Cultivating Lasting Connections
Further elaborating on his thesis, Osborn identifies other critical, yet often overlooked, relationship-building activities. These include making introductions without being asked, providing a voice note instead of a standard email for a more personal touch, and proactively solving a problem a potential client raises in a comment section, rather than immediately pushing for a call.
“The follow-up message that doesn’t ask for anything.
You saw an article they’d find useful. You sent it. No pitch. No ask. Just value.”
A particularly poignant point Osborn makes is the importance of maintaining contact even when a deal doesn’t close. He argues that salespeople who continue to stay in touch and offer help after a ‘no’ are often the ones who eventually secure the business, as the potential client remembers their consistent support.
“Most salespeople ghost when someone says no. You stayed in touch. Checked in. Stayed helpful. Six months later, they’re ready. And they remember who stayed.”
Osborn posits that these ‘moments nobody’s tracking in a CRM’ are, in fact, the most impactful. He contrasts formal meetings, which he believes create transactions, with informal conversations, which he argues build compounding relationships.
Optimizing for Trust, Not Just Meetings
Osborn concludes by urging sales professionals to shift their focus from optimizing for meetings to optimizing for trust. He suggests that by consistently showing up in comments, sharing valuable content without immediate expectation, and remaining helpful regardless of a deal’s status, salespeople can foster stronger, more enduring B2B relationships.
“Formal meetings create transactions. Informal conversations create relationships. Transactions end. Relationships compound.”
This strategic approach, according to Osborn, leads to higher close rates, stronger referrals, and ultimately, lasting business connections. He challenges readers to consider where they are investing their relationship-building efforts: in formal meetings or in the crucial ‘margins’ of daily business interactions.
📝 About This Content
This article is based on insights shared by Jason Osborn on LinkedIn.
📅 Originally posted on February 11, 2026 | View original post on LinkedIn →