Expert In Demand With Dean Seddon

You can't achieve your future goals by staying the person you are today. The transformation has to happen before the results.

In this episode of Expert in Demand, I share a lesson from my own coaching experience: why you have to be it before you become it. From creating my future identity, “Range Rover Dean”, to recognising the behaviours holding me back, I break down how I've learned to align the way I operate today with the success I want tomorrow.

You'll learn:

Why your current identity might be holding you back from achieving your goals

How to define the person you need to become to get the results you want

Why motivation, fear, and other people's opinions can't dictate your actions

How to make better decisions by holding yourself accountable to your future identity

Why committing to the journey, even when it's uncomfortable, is what drives real transformation

If you're ambitious about growing your business, becoming a recognised expert, or achieving more in life, this episode will challenge you to rethink how you're operating today and what needs to change to get where you want to be.

Most businesses are still trying to rank on Google. The real opportunity now is getting AI to recommend you by name.

In this episode, I sit down with Luke (back after a few years away from podcasting) to break down how AI has changed LinkedIn, search, and content strategy since 2023, and exactly what it takes to become the source AI points people to instead of just another result in the pile.

You'll learn:
- Why AI is answering questions before anyone reaches your website
- How to structure a LinkedIn post so AI can actually read and cite it
- Why authority and profile history determine whether AI picks you up
- The confidence shift that separates content AI trusts from content it skips
- How to turn your expertise into something only you can be credited for

If you create content on LinkedIn, YouTube, or anywhere else and want AI working for you instead of around you, this episode will change how you approach your next post.

How Do You Get Buyers to Choose You?

How do you get buyers to choose you, prefer you, and want to work with you specifically?

In this episode of Expert In Demand, I break down how I use LinkedIn and Social Selling to create buyer preference and help potential clients feel that you are the right fit for them.

One of the biggest advantages of Social Selling is that you can shape what buyers know, understand and believe about you before a sales conversation ever happens. Your LinkedIn presence gives people repeated exposure to you, your thinking, your expertise, your approach and the results you help people achieve.

But visibility alone is not enough.

I explain the role of the mere exposure effect and why repeated exposure can help people become more familiar with you. If you want that familiarity to turn into preference, you have to help people feel the fit.

For someone to choose you, they need to feel that you are the right person for them, that you understand their specific situation, that you understand how it feels, that you understand the future they want, that you have helped people like them before, and that your way of getting them there makes sense.

This is where LinkedIn and Social Selling become so powerful.

Your activity on LinkedIn should not simply be about posting content or generating engagement. It should help potential buyers understand who you are, what you stand for, who you help, the problems you solve, the outcomes you create and how you work.

In this episode, I break down the key things buyers need to see from you through your LinkedIn presence and Social Selling activity:

Who you are and whether they can relate to you

That you understand their specific problem and situation

That you understand how that problem affects them personally

That you understand the future or outcome they actually want

That you have helped other people like them

That you have a clear methodology for getting them from the problem to the outcome

I also explain why having a methodology matters. Making a claim about the result you can create is one thing, but showing buyers your process, journey and proof gives them greater confidence in choosing you.

That is what effective Social Selling on LinkedIn should do.

It should build familiarity, create preference and help potential buyers feel the fit before they ever speak to you.

If you are an expert, consultant, coach or business owner using LinkedIn to attract clients, this episode will help you think differently about your LinkedIn presence and understand how Social Selling can make you the person buyers want to choose.

Expert In Demand is hosted by Dean Seddon, LinkedIn and Social Selling Expert, and explores how experts can use LinkedIn, Social Selling and personal positioning to become more visible, more relevant and more in demand.

In this episode, I sit down with Dave Falkner, who's spent years at Maverrik moving from graphic design into sales and now trains sales teams and business owners on LinkedIn all over the world. Dave walks through his journey from hand-folding 20,000 letters as a print apprentice to closing hundreds of thousands of pounds in sales with zero formal training, and shares exactly what's worked for him along the way.

You'll hear about:
✅ Why Dave dropped the scripted, automated approach and started messaging people like an actual human
✅ The real reason outreach fails (hint: it's not that people hate being messaged)
✅ Why trying to appeal to everyone quietly kills your personal brand, and what to do instead
✅ How to handle rejection and backlash without letting it stop you from posting or reaching out
✅ Why fake reviews and bought testimonials have made genuine curiosity more valuable than flexing credentials

If you're trying to get more out of LinkedIn without relying on the same tired tactics everyone else is using, this conversation is full of practical, honest insight from someone doing it every day.

👍 If you enjoyed this episode, don't forget to like, comment, share, and subscribe for more conversations on social selling and growing your business on LinkedIn.

In this episode, Dean sits down with India Henders, who's been with Maverrik for almost six years and has helped hundreds of clients build real pipeline on LinkedIn. India walks through her journey from cold calling 100 people a day in a marketing agency to becoming one of the most effective social sellers on the team, and shares exactly what's worked for her along the way.

You'll hear about:
✅ Why Loom videos became India's favourite outreach tool, and how she uses them to stand out from generic pitches
✅ The biggest hurdle clients face on LinkedIn (hint: it's not strategy)
✅ Why generalizing your offer quietly kills your results, and what to do instead
✅ How to handle backlash or a post that doesn't land the way you hoped
✅ India's quickfire advice for getting clients from LinkedIn

If you're trying to get more out of LinkedIn without living on the phone, this conversation is full of practical, honest insight from someone doing it every day.