CARE Social Selling Process
Build trust through consistency, abundance, relevancy, and engagement
- Difficulty
- Advanced
- Time to result
- ~months to results
- Steps
- 5
- Confidence
- 99%
CARE is a four-part social selling process. Consistency means showing up regularly through both content and direct support of the community. Abundance means operating at enough frequency to remain visible, rather than posting occasionally and disappearing. Relevancy means maintaining a clear signal about the subjects and problems associated with your work. Engagement means responding meaningfully to people who comment, like, share, or create relevant work themselves. Content supplies gravity, but interaction turns attention into familiarity and trust. The mechanism compounds: people repeatedly see a relevant expert, receive acknowledgement when they participate, and become more willing to return, advocate, start a conversation, or convert. The process therefore treats the network of people, not the platform itself, as the real distribution system.
Origin
Richard Moore says he developed CARE years earlier as a durable process for effective social selling.
Core principles
- 01Community matters more than content alone
- 02Frequency keeps the seller present in people's minds
- 03Relevant content creates a clear expertise signal
- 04Engagement validates participation and breeds familiarity
- 05Familiarity develops into trust and conversion
How to run it
- 1
Practise consistency
Show up each day in both content and community by checking in, supporting people, and maintaining relationships.
Pro tip Prioritise community contact over merely filling a content calendar.
Watch out Do not disappear between promotional posts.
- 2
Create abundance
Use enough publishing and interaction frequency to avoid dropping off people's radar.
Pro tip Choose a cadence you can sustain; Moore cites roughly four or five LinkedIn posts per week.
Watch out Abundance is useful frequency, not indiscriminate noise.
- 3
Protect relevancy
Publish a clear, repeated signal about the expertise and problems for which you want to be remembered.
Pro tip Audit what a follower would infer from your last ten posts.
Watch out Unrelated engagement bait confuses positioning.
- 4
Deepen engagement
Reply meaningfully to comments and shares, send appropriate messages, and contribute to other people's posts.
Pro tip Give a response that rewards the specific contribution rather than writing only thanks.
Watch out Posting and running wastes the attention already earned.
- 5
Convert through familiarity
Continue genuine discourse until familiar supporters initiate or welcome a commercial conversation.
Pro tip Treat likes and comments as people to warm, not vanity metrics.
Watch out Do not turn every interaction into an immediate pitch.
In the wild
When Moore first published content, he messaged people who liked it to thank them and begin a genuine interaction. Instead of dismissing a handful of likes as a failed post, he treated those people as potential relationships and continued engaging every day.
→ Small signals of attention became a warm community and a source of future leads.
Moore's New York event brought members of an online community together. Rather than behaving like strangers exchanging business cards, attendees greeted each other like a reunion because the relationships had already been developed online.
→ The community converted into event attendance and unusually strong in-person connection.
Common mistakes
Posting and running
Publishing without responding leaves community members unvalidated and less likely to return.
Confusing likes with no leads
The people behind early engagement are warm relationship opportunities, not merely disappointing metrics.
Diluting the signal
Frequent irrelevant content may create attention while making it unclear what expertise the seller offers.
Is it for you?
Best for
It is best for experts and founders selling through LinkedIn or another conversation-rich social network.
Not ideal for
It is not ideal for operators unwilling to sustain direct community interaction over time.
From the transcript
“a process I use called the care process CA re”
“C stands for consistency”
“the game is in the comments and the community”
From the episode
Richard Moore on The Laws of Selling