Where fake interest came from
Remember the days when sales trainers taught you that you had to find something in common with the client? The fish in the photo in their office, a favourite football club, kids the same age. The idea was right. But the execution degenerated into a technique, and a technique shows.
Today, AI does the same thing at scale. A generic compliment, a reference to the latest post and the offer right below it. It looks like interest, but it's just an intro to a pitch.
How to spot fake interest
- The compliment is so general it would fit anyone.
- The question doesn't need an answer; it just prepares the ground for an offer.
- The offer comes in the same message or the very next one.
- The sender doesn't respond to what you reply but carries on according to a script.
What works instead
A real connection. As a salesperson, I always looked for a personal link beyond the business message: a mutual acquaintance, a topic we're both interested in, or an experience I can share. The difference from a technique is simple: the connection has to be true, and it has to interest you even without a deal.
Not selling, but getting acquainted. The first message opens a discussion. When the other side replies, listen and respond. An offer makes sense only once you know what they're dealing with.
Give before you ask. A method, a contact, an experience. Value with no strings attached is the best proof that the interest isn't fake.
We discuss why cold outreach doesn't work today without trust in the article The minimum trust standard in cold outreach.
Example: bad vs. good
Difference:
❌ “Hi Jan, I love what you're doing with XY company! We're currently helping companies like yours increase revenue by 30%…”
✅ “Hi Jan, yesterday you wrote that new salespeople at your company take half a year to get up to speed. Our experience is that what takes them the most time is figuring out who to approach in the first place. Is it similar for you?”
Where technology helps today
Finding a real connection for hundreds of contacts by hand isn't possible. That's why Pipelyx systematically searches for personal signals, meaning a specific person's posts and comments. That way, you find the connection quickly. What you do with it and whether you send the message is up to you. We help open the door; you have to walk through it yourself.