The New Cold Call Is a Comment, Not a Call: Why Social Media Might Be Your Hottest Prospecting Tool

Welcome to ProBF ProTips, our advice column from Facilisgroup’s Director of Professional Development and professional best friend (ProBF), Terri Harland! She’ll share her tips and tricks in the promotional products industry to help sales reps elevate their skills and drive incredible growth. In this edition, Terri discusses the hottest prospecting tool all sales reps need to better utilize: social media.

Let’s be honest: cold calling isn’t dead, but it did go to therapy, get highlights, and come back with boundaries. These days, it’s less “Hey, do you have five minutes to talk?” and more “Hey, I saw that post and it spoke to me.”

Welcome to the new era of cold calling: social media engagement. That’s right. We’re not sliding into DMs with pitch decks. We’re building real relationships, one thoughtful comment, tag, or reshare at a time.

Social Media is the New Sales Floor

Every business, brand, and their plant-loving office manager is online now. Whether it’s TikTok, Instagram, or good-old LinkedIn, companies are curating digital personalities that show us who they are, how they talk, and what they care about.

That’s gold for a salesperson.

So instead of cold-calling a buyer out of nowhere with your sweaty-palmed elevator pitch, take the time to learn how they show up online.

Here’s the new rule of engagement:

🚫Don’t just double-tap. Double down.👍

❤️ You’re Not Liking, You’re Listening!👂

When you see a company post something, especially if it features a product or branded merch, don’t just give it a lazy heart.

Here’s what to do instead:

1. Comment with meaning. Share your genuine reaction. Did it inspire you? Make you laugh? Let them know! People remember comments that feel personal, not robotic.
2. Tag someone it could impact. If the post resonates, tag a client or contact and say, “This reminded me of your team” or “This looks like something you’d totally do at your next event.” That’s called social proof, and it’s flattering and effective.
3. Reshare strategically. When you repost something, add your own take. Maybe highlight what stood out, or how it aligns with your brand values. Bonus points if you’ve worked with that company before; now you’re giving them a subtle shoutout while showing off your work. It’s humblebrag magic.

The Indirect Referral is the New Word-of-Mouth

Here’s where it gets fun. When you engage authentically with a brand’s content, people take notice, not just the social media manager, but also the quiet lurkers (a.k.a. potential buyers and decision-makers).

Someone from that company might say, “Hey, who’s this person always engaging with our posts?” And just like that, you’re no longer a stranger. You’re a familiar name, ready in the wings, already showing you care about their message.

Let’s call this what it is: an indirect referral. A no-pressure nudge that you’re already in the room before the pitch even starts.

Become a (Respectful) Sleuth

One of my favorite tips? Scroll through the comment section. Not to be creepy, but to be curious. Who’s showing up for that brand? Who’s engaging with the content? That’s often where the real buyers are hanging out. You might find the exact person you’ve been trying to get in front of, and now you’ve got context to make your outreach way more personal.

It’s Not Creepy. It’s Chemistry.

This is how we stop “selling” and start connecting.

When you understand the voice, energy, and goals of the brand you’re pursuing, you don’t show up as just another vendor. You show up as a creative partner who gets it, their vibe, their audience, and their mission. That kind of alignment? That’s what opens doors and budgets.

TL;DR: Here’s Your New Social Prospecting Playbook

• Don’t just like — ENGAGE!
• Leave thoughtful comments
• Tag your network when it’s relevant
• Reshare with purpose
• Highlight your previous work when it fits
• Stalk the comment section (with love)
• Learn their vibe before you ever hit “send.”

Sales is still about relationships, but those relationships start long before someone picks up the phone. They start in the quiet consistency of showing up, paying attention, and being human.

So go ahead. Comment. Connect. Repost. Engage like a pro.

This isn’t cold calling anymore. It’s warm, welcoming, and baby, you’re the one they’ve been waiting for.

Always Your Professional Best Friend,

Terri