How to Generate More Sales on LinkedIn Without Cold Pitching: The Shake the Tree Strategy
What do you do when sales start slowing down?
Maybe your phone isn't ringing as often as it used to. Perhaps fewer prospects are reaching out, or your usual sources of referrals have become quiet.
Most business owners immediately start thinking about advertising, lead generation, or finding new customers.
But sometimes the opportunity isn't in finding more strangers.
It's in reconnecting with people who already know you.
There's a sales strategy I learned years ago called Shake the Tree. It's a simple way to restart conversations, remind people what you do, and create opportunities without aggressively pitching your services.
I recently used this approach on LinkedIn while promoting a local educational event.
I contacted approximately 80 to 90 existing connections. Very few registered for the event, but the outreach generated two paid consulting calls, two warm referrals, and additional conversations about business valuation services.
The results were a useful reminder of something I've learned throughout my career in sales.
Sometimes people don't need to be convinced that you're the right person to help them.
They simply need to remember that you exist.
What Is the Shake the Tree Sales Strategy?
Shake the Tree is a relationship-based sales approach built around reconnecting with people in your existing professional network.
Instead of contacting someone with a direct sales pitch, you create a legitimate reason to reach out.
That might be an educational workshop, a community event, a charitable initiative, or another activity that could interest people in your network.
Then you contact relevant connections and ask whether they know anyone who might benefit.
You're not demanding a meeting.
You're not trying to close a sale.
You're simply opening a conversation.
And sometimes that conversation leads to opportunities completely unrelated to the original reason for contacting them.
The idea is to gently remind people who you are, what you do, and how you might be able to help.
How I Learned the Importance of Staying Connected
I've been involved in sales for most of my life.
When I was fourteen years old, I sold ice cream from one of those three-wheeled Dickie Dee bicycles in Canada.
I'd ride through neighbourhoods, ringing the bells and selling ice cream to children.
Later, I worked in Yellow Pages advertising, American Express, business brokerage, and consulting.
Throughout those different roles, I've met thousands of business people.
And one lesson has remained consistent.
Relationships can create opportunities long after the original conversation has ended.
Someone you met five years ago might suddenly need your services.
A former customer might know someone who could benefit from your expertise.
An industry contact might hear about a business owner preparing to sell.
But if those people haven't heard from you in years, they may not immediately think of you.
That's why maintaining professional relationships matters.
And Shake the Tree gives you a practical way to do it.
The Coworking Space That Inspired My Latest Sales Experiment
I work from home.
I have an office in my house, which is convenient, but it can sometimes feel a little lonely.
A few months ago, I visited a new coworking space in town.
The people running it had created an atmosphere I really liked.
There was good music, an inviting environment, and an effort to bring together interesting local professionals.
After touring the space, I decided to become a member.
Now I visit a couple of times a week to work in a different environment and spend time around other business people.
My membership also includes a few hours of conference room access each month.
That got me thinking about how I could contribute something useful to the community.
Most of my work involves helping people buy, sell, finance, and manage small businesses.
But not everyone at a coworking centre is interested in buying or selling a company.
I wanted to offer something that would appeal to a broader group.
Then I remembered that I've written ten books.
Why not organize a session about how writing a book can help grow a business?
That became my event.
And it also gave me the perfect reason to Shake the Tree.
Step 1: Find a Genuine Reason to Contact People
The first part of the strategy is creating a reason to reach out that isn't overly promotional.
In my case, it was an educational session about using a book to help grow a business.
But the same approach could work with many other activities.
You might organize a workshop, participate in a charitable fundraiser, sponsor a local event, or share an opportunity that could benefit people in your professional network.
The important thing is that the reason for contacting them is genuine.
You should be offering something useful rather than disguising a sales pitch.
For my event, I went to LinkedIn and filtered my connections by people in my local city.
Over the years, I've built hundreds of connections with business owners and professionals in the community.
I reviewed those contacts and identified people who might be interested in the event or know someone who would benefit.
Then I sent a simple message.
"I wanted to reach out to you because I'm doing a session on how to write a book to help your business grow. I thought of you and wondered if you might know anyone who is interested." —David C. Barnett
Notice what I wasn't doing.
I wasn't asking them to purchase consulting services.
I wasn't pitching a course.
I wasn't even directly asking them to register.
I was asking whether they knew someone who might be interested.
That small distinction makes a big difference.
Why Asking for Referrals Can Work Better Than Direct Selling
Think about the last time someone sent you a LinkedIn connection request and immediately followed it with a sales pitch.
It probably wasn't a particularly enjoyable experience.
You may have accepted the connection because you thought there was a legitimate professional reason to connect.
Then suddenly, you're receiving messages about a product or service you never asked about.
That approach can make people uncomfortable.
Shake the Tree works differently.
Instead of asking someone to buy, you're asking whether they know someone who might benefit.
That gives them an opportunity to help.
And it doesn't require them to make an immediate purchasing decision.
If they're interested personally, they can tell you.
If they know someone else, they can make an introduction.
If they don't know anyone, that's fine too.
The interaction can remain friendly and professional.
The goal is to create conversations, not force transactions.
Step 2: Reach Out to People Who Already Know You
For this particular campaign, I didn't send connection requests to strangers.
I contacted people who were already first-degree LinkedIn connections.
These were people who had connected with me at some point during my professional career.
That existing relationship mattered.
It meant the message wasn't coming from someone completely unfamiliar.
I also didn't send the message indiscriminately.
I reviewed profiles and considered whether the person might have some connection to the event.
Business owners, consultants, coaches, and other professionals were generally good candidates.
Someone working in a role with little connection to the topic might not be.
Sometimes I copied and pasted the basic message.
Other times, I modified it to make the outreach more personal.
In total, I contacted approximately 80 to 90 people.
It took some time.
But the results made the effort worthwhile.
Step 3: Look Beyond Event Registrations to Measure Success
Here's what happened.
Very few people signed up for the book-writing session.
If I had measured success only by registrations, the outreach might have looked disappointing.
But something else was happening.
People were responding to my messages and remembering what I do professionally.
One person explained that they'd recently spoken with someone interested in selling a business.
They knew I helped people buy and sell businesses, but I hadn't come to mind during that earlier conversation.
My message reminded them.
And now they wanted to make an introduction.
I ended up receiving two warm referrals.
I also generated two paid consulting calls and conversations about most probable selling price evaluations for two other businesses.
The paid consulting calls brought in more money than the registrations for the educational session.
And the outreach created additional opportunities that might lead to future business.
As I explained:
"I literally got two warm referrals from people who could use my services, uh, because I reminded people that I exist." —David C. Barnett
That was the real success of the campaign.
I gave almost a hundred people a gentle reminder of who I am and what I do.
And some of them had opportunities that were already waiting to be connected with me.
Why Your LinkedIn Profile Matters During Outreach
There's another important detail.
When someone receives a message from you, they may click on your LinkedIn profile.
Perhaps they haven't spoken with you in years.
They may not remember exactly what you do.
But your profile gives them a quick reminder.
In my case, people can see that I help clients buy and sell businesses through coaching, consulting, and advisory services.
They can also review the content I've published.
That reinforces my area of expertise.
Even if the person isn't interested in the original event, they may remember that I'm someone they can contact when a business acquisition or sale becomes relevant.
This is why your LinkedIn profile should clearly communicate what you do and whom you help.
Your outreach opens the door.
Your professional reputation helps people understand why they might want to keep that door open.
Step 4: Build Your Professional Network Consistently
The second major part of the Shake the Tree strategy is developing a strong network before you need it.
I've been doing this for years.
When I worked at Yellow Pages, I would meet business owners during sales appointments.
After returning to the office, I'd send them LinkedIn connection requests.
When I worked at American Express, I'd connect with people I met professionally.
During my business brokerage career, I connected with buyers, sellers, and other industry participants.
It became a habit.
Whenever I met someone through business, I'd look for an opportunity to remain connected.
Over time, those relationships accumulated.
And today, that network gives me opportunities to reconnect with people through strategies like Shake the Tree.
Make LinkedIn Connections Part of Your Routine
You don't need to wait until you're struggling to find customers.
After attending a conference, meeting a potential customer, or participating in a professional event, consider sending relevant connection requests.
A short message explaining where you met can be enough.
You aren't necessarily trying to sell anything.
You're simply maintaining a professional relationship.
And years later, that relationship could become valuable.
How Conferences Can Help You Grow Your Network
I recently attended the Business Transitions Forum in Halifax.
The conference included panel discussions featuring professionals involved in business acquisitions and transitions.
The event program listed the names and photographs of panelists.
After returning home, I reviewed the program and sent connection requests to people who had participated.
I explained that I'd attended the conference and thanked them for sharing their experience.
I didn't pretend that I'd attended every breakout session or personally met every panelist.
I simply used our participation in the same professional event as a legitimate reason to connect.
That context makes a difference.
The recipient can see that you're involved in the same industry.
You're a real person participating in relevant professional activities.
And you're not immediately trying to sell them something.
Those small interactions can help build a stronger network over time.
Step 5: Become Known for One Area of Expertise
This is the third part of the strategy.
And I believe it's the most important.
Stay in a recognizable area of business long enough to build a reputation.
Over the years, I've met many business owners in their sixties and seventies.
Sometimes I'll ask about their marketing strategy.
They'll laugh and tell me their strategy is simply answering the phone.
That might sound ridiculous to someone just starting a business.
But think about what it really means.
They've spent decades serving customers in the same industry.
People know who they are.
They know what services they provide.
And when someone needs those services, their name comes to mind.
They've built professional momentum.
Why Long-Term Recognition Makes Sales Easier
I've spent years helping people buy, sell, finance, and manage businesses.
I began finance consulting in 2008, which eventually led to business brokerage.
Over time, my work expanded into consulting, writing, education, and online content.
But the general subject matter remained consistent.
I want people to think of David Barnett when they think about buying or selling a small business.
That's why I publish YouTube videos, podcasts, blog articles, books, and LinkedIn posts.
I'm continually reinforcing that association.
As I explained:
"the longer that I'm in this space, the more the momentum I've created in the minds of people benefits me and my business." —David C. Barnett
The longer you consistently operate within a recognizable area of expertise, the more opportunities you may create through your reputation.
How Content Marketing Supports Your Sales Strategy
Content marketing plays an important role in this process.
When you publish useful information, you're demonstrating your knowledge to people who may eventually need your services.
Someone might watch my YouTube videos about business acquisitions for months.
They may read articles about valuation or seller financing.
They may listen to interviews with business owners.
At that point, they might not be ready to hire me.
But they're becoming familiar with my work.
Then one day, they discover a business they want to buy.
Now they need help evaluating the opportunity.
Because they've already consumed my content, they know what kind of advice I provide.
And they may decide to contact me.
That's one of the advantages of content marketing.
You're building credibility before the sales conversation begins.
Why Consistency Matters
Publishing one useful article is good.
Publishing useful information consistently over many years can be much more powerful.
You're creating repeated opportunities for people to associate your name with a particular subject.
And when you occasionally reconnect with those people directly, your content reinforces the relationship.
Shake the Tree and content marketing work well together.
One creates a reason to reconnect.
The other helps establish why someone should remember you.
Why Constantly Changing Industries Can Slow Your Progress
I've noticed that some people frequently reinvent themselves around whatever business topic happens to be popular.
A few years ago, they were experts in one area.
Then they moved into another field.
Now they're promoting something completely different.
There's nothing wrong with adapting to changing markets.
But if you constantly abandon one area of expertise for another, you may struggle to build lasting recognition.
Every major change can require you to rebuild your reputation.
You need to develop new relationships.
You need to demonstrate your knowledge again.
And you need to teach people what you do.
That can become exhausting.
Think About Where Your Industry Is Going
If you're building a consulting, coaching, advisory, or other expertise-driven business, consider the long-term direction of your industry.
What changes are coming?
What problems will customers continue facing?
How can you adapt your services without abandoning the professional reputation you've already developed?
Technology may change how you deliver your work.
Your business model may evolve.
But maintaining a recognizable area of expertise can allow you to benefit from the relationships and credibility you've built over time.
How to Use Shake the Tree in Different Industries
This approach isn't limited to consulting or business brokerage.
It can be adapted to many types of small businesses.
For example, a commercial cleaning company could organize a short educational session about maintaining healthier workplaces.
An accountant could offer a workshop on cash flow management.
A marketing consultant could host a presentation about improving local business visibility.
A contractor could participate in a community fundraiser.
A business coach could organize a discussion about hiring and managing employees.
The important thing is choosing something genuinely useful to the audience.
Then you can contact relevant people in your existing network and ask whether they know anyone who might be interested.
The event becomes a natural reason to reconnect.
And the conversation may lead to opportunities beyond the original activity.
A Simple Shake the Tree Message You Can Adapt
Here's an example of how you might approach someone in your network.
Hi [Name],
I hope you're doing well.
I'm organizing a [workshop/event/community initiative] about [topic], and I thought of you because of your work in [industry or business area].
Do you happen to know anyone who might find this useful?
I'd be happy to share the details if someone comes to mind.
Thanks, and I hope everything is going well with you!
Notice that the message doesn't ask for a sales appointment.
It doesn't pressure the recipient to purchase anything.
It simply provides a reason to reconnect and an opportunity for the person to be helpful.
That's the essence of Shake the Tree.
Five Mistakes That Can Make the Strategy Less Effective
Although this is a simple approach, there are several mistakes worth avoiding.
1. Turning Every Message Into a Sales Pitch
If your message immediately becomes an aggressive attempt to sell, you're undermining the relationship-based approach.
Focus on creating a genuine conversation.
2. Contacting People Without Considering Relevance
Review your network and think about who might reasonably know someone interested in your event.
Don't assume everyone needs the same message.
3. Only Building Connections When You Need Customers
Professional networking should be ongoing.
Connect with people after meetings and events, not just when sales are slow.
4. Expecting Immediate Results From Every Contact
Some people won't respond.
Others won't have a referral.
And that's fine.
The outreach can still remind people what you do.
5. Constantly Changing Your Professional Identity
If people can't easily describe what you're known for, they may struggle to recognize opportunities to refer you.
Build a clear professional identity and reinforce it consistently.
Measuring the Results of Your Shake the Tree Campaign
One important lesson from my experience is that you shouldn't evaluate this strategy using only one metric.
The educational session itself generated relatively few registrations.
But the outreach produced valuable consulting opportunities.
When running a similar campaign, consider tracking the following:
| Metric | What it measures |
|---|---|
| Messages sent | Number of relevant connections contacted |
| Replies received | Engagement generated by the outreach |
| Event registrations | Interest in the original activity |
| Warm referrals | Potential customers introduced through existing relationships |
| Consulting or sales conversations | Business opportunities created |
| Paid engagements | Revenue generated from the outreach |
| Reconnected contacts | Professional relationships renewed |
Some benefits may not appear immediately.
A person could receive your message today and contact you months later when a relevant need arises.
That's why maintaining relationships is a long-term investment.
The Bigger Lesson: Build a Reputation That Creates Opportunities
Shake the Tree is useful because it helps activate the professional relationships you've already developed.
But its effectiveness increases when you combine it with a long-term commitment to building your reputation.
Stay connected with people.
Share useful information.
Participate in your industry.
Develop expertise.
And give people a reason to associate your name with a particular problem or service.
Over time, that can create momentum.
Instead of constantly starting from zero, you benefit from years of relationships and professional recognition.
That doesn't mean you can stop marketing.
It means your marketing efforts can become more effective because you're building on an existing foundation.
Final Thoughts: Your Next Customer May Already Be in Your Network
If you're struggling to generate new sales, don't automatically assume you need a bigger advertising budget or another cold outreach campaign.
Look at the people you've already met.
Think about former customers, business contacts, professional acquaintances, and industry colleagues.
Some may know someone who needs your services right now.
But they may not have thought about you recently.
Find a genuine reason to reconnect.
Share something useful.
Ask whether they know someone who might benefit.
And avoid turning every conversation into a sales pitch.
That's the Shake the Tree strategy.
My recent LinkedIn outreach involved approximately 80 to 90 existing connections.
It generated relatively few registrations for the event I was promoting.
But it also produced paid consulting calls, warm referrals, and additional opportunities.
All because I reminded people what I do.
Sometimes the best way to generate more sales isn't to find new people. It's to reconnect with the people who already know you.
And when you combine that approach with consistent networking, content marketing, and long-term professional expertise, those relationships can become increasingly valuable.
More Resources for Growing Your Small Business
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