What is a recommended approach to using LinkedIn and social channels for sales at Equinox?

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The main idea is to earn trust first by delivering value, then move conversations forward through thoughtful engagement and warm introductions. On LinkedIn and social channels, credibility comes from sharing insights and content that matter to the people you’re trying to reach. For Equinox sales, that means posting and curating material that speaks to gym and wellness industry trends, member experience, and outcomes that matter to decision-makers. When you engage target accounts, interact with their content in a way that adds perspective—offer practical tips, data-backed observations, or relevant case examples—and invite dialogue rather than push a pitch.

Using mutual connections for intros is a powerful accelerant. A warm introduction from someone both you and the target account know creates instant credibility and lowers the barriers to a conversation, making it more likely to schedule a meeting or call.

Why the other approaches fall short: sending cold messages with a straight sales pitch often comes off as intrusive and value-free, leading to muted or negative responses. Focusing only on promotional content misses the opportunity to build trust and authority. Ignoring mutual connections bypasses a trusted path to engagement and can slow or stall outreach altogether.

So the best approach blends value-driven content, engaged and relevant conversations, and smart, respectful use of introductions to move opportunities forward.