Prospecting: The Revolutions – Toinon Georget

The Three Pillars of Modern Prospecting

Toinon structured his presentation around three interconnected topics: building a community around expertise, targeting and approaches with the potential of digital, and team leadership to motivate a large number of employees in their prospecting efforts.

Building a Community: The Three Pillars of LinkedIn Content

To create a community on LinkedIn, Toinon identified three major pillars for content creation.

The first is regularity. You need to keep creating content consistently over time. It’s better to publish little but regularly than a lot irregularly. Toinon has been publishing once or twice a day for two years, which has trained the algorithm and sustainably nurtured his community.

Adding Value: Showing Interest in Others

The second pillar is adding value. Pure promotional content has little impact. In prospecting as in content creation, people are only interested in you if you are interested in them. The goal is therefore to create content that educates, fosters reflection, and brings real value to the audience.

Authenticity: Faces, Not Logos

The third pillar is authenticity. On social networks, people connect with faces, not logos. Behind every piece of content, we want to identify a personality, values, a unique voice. Authenticity helps create a sincere relationship, whereas overly institutional communication creates distance.

The Avengers Strategy: Each Superhero Has Their Own Powers

Toinon presented the Avengers strategy: each employee is a superhero with their own powers, and thus their own content. If everyone shares the same message, authenticity disappears. At Waalaxy, each team member develops their personal brand by highlighting their strengths, weaknesses, and specific expertise.

Targeting: The Right Person, The Right Message, The Right Time

Effective prospecting relies on a simple principle: the right message to the right person at the right time. Tools allow messages to be sent, but targeting, timing, and message relevance remain a human responsibility.

The Right Time: Avoiding Contact at the Wrong Moment

Timing is often the most complex factor. It’s mainly about avoiding the wrong moment. For example, contacting an accountant during tax closing season is rarely relevant. Understanding the professional constraints of your targets is essential.

The Right Person: Sorting Lists

LinkedIn Sales Navigator has transformed access to B2B databases. But the results remain imperfect: an average of 50% false positives. It is therefore essential to rework lists, analyze profiles, and exclude those that do not truly match the target.

The Right Message: Creating Interest, Not Selling

The most common mistake is to talk about oneself from the first message. Prospecting must first generate interest, create a conversation, and differentiate itself. As in a human encounter, you start by showing interest in the other person before talking about yourself.

Originality: Thinking Outside the Box

The most successful campaigns are often those that shake things up. An original approach might displease a minority, but it allows for strong differentiation. Accepting that part of the audience may not be receptive is often the price to pay for capturing attention.

Team Leadership: The Culture of Ownership

To lead teams, Toinon talks about “cascades of ownership”. The manager’s role is not to dictate every action, but to share a clear vision, challenges, and priorities, so that each team and individual can make decisions autonomously.

Values: Benevolence, Ownership, Efficiency

At Waalaxy, the key values are ownership (individual accountability), benevolence, and efficiency. This culture of trust allows everyone to fully commit, optimize their impact, and work in a healthy and motivating environment.

In a nutshell

Here are the key takeaways from this Masterclass with Toinon Georget:

• The three pillars of LinkedIn content: regularity, adding value, and authenticity.
• The Avengers strategy: encouraging each employee to develop their personal brand.
• The right message to the right person at the right time: the foundation of effective prospecting.
• The culture of ownership: empowering rather than controlling.
• Strong values: benevolence, autonomy, and efficiency for collective performance.

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