Why Selling in the DMs Doesn't Work and What to Do Instead

Have you ever wondered why your direct messages (DMs) on LinkedIn aren't converting into sales? You're not alone. The number one question I get asked is, "Richard, how do you sell in the DMs?" And my answer is always the same: you simply don't.

Now, before you start questioning everything you thought you knew about LinkedIn marketing, let me explain. The DM sell is always going to be tough. It's not impossible, but it's not the most effective way to make a sale either. So, what should you do instead? Let's dive in.

The Problem with Selling in the DMs

First, let's talk about why selling in the DMs is so challenging. The main issue is that it's often seen as a cold approach. When someone receives a DM from a stranger trying to sell something, it immediately puts them on the defensive. It feels salesy, and that's not a good way to start a relationship.

Why Cold Approaches Don't Work

Think about it. When you receive a DM from someone you don't know, and the first thing they do is try to sell you something, how does that make you feel? If you're like most people, it probably makes you feel a bit uncomfortable. You might even feel a bit annoyed. That's because we're conditioned to see these types of messages as salesy. And when we feel like we're being sold to, we automatically go into a defensive mode.

This is not the emotional state you want your potential customers to be in when you're trying to make a sale. It's not conducive to building trust or establishing a relationship, which are both crucial elements of the sales process.

The Importance of Building a Relationship First

So, if selling in the DMs isn't the way to go, what should you do instead? The answer is simple: build a relationship first. This might sound like a lot of work, but it's actually a much more effective approach to selling.

When you take the time to build a relationship with your potential customers, you're showing them that you care about more than just making a sale. You're showing them that you value them as individuals, and that you're interested in helping them solve their problems. This is a much more appealing approach to most people, and it's much more likely to result in a sale.

How to Use DMs Effectively

Now that we've established that selling in the DMs isn't the best approach, let's talk about how you can use DMs effectively as part of your sales process. The key is to use them as a stepping stone, not as the first step.

Using DMs as a Stepping Stone

Instead of using DMs to make a sale, use them to build a relationship with your potential customers. Start by sending a message that's contextual to an action they've taken. For example, if they've viewed your profile or engaged with your content, send them a message acknowledging this and starting a conversation.

This approach is much less salesy and much more likely to result in a positive response. It's also a great way to start building a relationship with your potential customers, which is the first step towards making a sale.

Connecting Properly with Your Potential Customers

Once you've started a conversation with your potential customers, the next step is to connect with them properly. This could involve scheduling a call or meeting, or it could simply involve continuing the conversation over DMs.

The key is to make sure that you're connecting with them on a personal level, not just trying to sell them something. This will help to build trust and establish a relationship, which are both crucial elements of the sales process.

Conclusion

In conclusion, selling in the DMs isn't the most effective approach to making a sale on LinkedIn. Instead, use DMs as a stepping stone to build a relationship with your potential customers. Start by sending a message that's contextual to an action they've taken, then connect with them properly to build trust and establish a relationship. This approach is much more likely to result in a sale, and it's a much more enjoyable process for both you and your potential customers.

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