For a law firm, a consultancy or a financial-services practice in the UAE, LinkedIn is where your buyers already are — partners, C-suite and procurement leads scroll the same feed every morning. Yet most firms treat it as a noticeboard: they post the odd award, get a few internal likes, and wonder why nothing moves. Social selling is different. It is a repeatable system that turns your senior people into trusted voices and their networks into pipeline. This is a concrete 90-day plan, split into three 30-day phases, built for professional-services firms that sell trust before they sell a service.
Days 1-30 — Foundations: profiles, positioning and listening
- Week 1: rewrite the profiles of 3-5 client-facing leaders around the buyer's problem, not their job title. Banner, headline and About section must answer "what can this person help me solve?"
- Week 2: define three content pillars per person (e.g. regulatory change, deal insight, industry point of view) so publishing is never a blank-page problem.
- Week 3: build a target list of 100-150 priority accounts and their decision-makers; follow them, turn on notifications, and start reading what they post before you post yourself.
- Week 4: publish the first two posts per leader and set the daily rhythm — 20 minutes of thoughtful comments on target accounts' posts, every working day.
INSIGHT
The single highest-leverage move in the first month is not posting — it is commenting. A sharp, additive comment on a prospect's post puts your leader in front of that prospect's entire audience, signals expertise without a pitch, and earns the profile visit that starts the relationship. In Gulf B2B, where warmth and reputation open doors, this is how a cold account becomes a familiar name before you ever send a message.
Work with us
Ready to turn your partners into a pipeline engine on LinkedIn? FOCUS POINT runs the full 90-day social selling program for professional-services firms in the UAE — profiles, content, engagement and reporting. Book a strategy call.
Launch my 90-day planDays 31-90 — Momentum and conversion
- Days 31-60: raise cadence to 3 posts per leader per week, alternating point-of-view, client-outcome (anonymised) and practical how-to. Send 15-20 personalised connection requests weekly to warmed-up prospects who engaged with your content.
- Days 61-90: turn engagement into conversations. When a prospect reacts or replies, move to a helpful DM — offer a resource or a point of view, never a pitch. Aim for 4-6 discovery calls booked across the leadership group by day 90.
- Throughout: repurpose the best-performing post each week into a short article or carousel, and feed proven angles back into the content pillars — the system compounds.
- Respect the cultural rhythm: schedule around prayer times and the Sunday-to-Thursday work week, and post in the language your buyers read — English for most Gulf B2B, with Arabic where it deepens trust.
DATA
What good looks like by day 90 for a small leadership pod (3-5 people): profile views up 3-5x versus the baseline, connection-acceptance rate above 40% on personalised requests, a steady 15-25 meaningful replies per week across the group, and the number that funds the whole program — 4 to 6 qualified discovery calls booked, entirely from organic activity. Track the first three weekly; track meetings monthly.
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