10 rules for selling in the LinkedIn DMs
Be Human, Not Robotic Humans respond to authenticity, not generic scripts.→ Write like you're talking to a mate→ Use short sentences and line breaks→ Match their pace + make it personal. Being real builds trust and books more meetings.
Make Them Feel Seen When people feel noticed, they open up.→ Don't treat them like a robot→ Show them you know them→ Share a unique thing you noticed. People open up when they they feel seen.
Prioritise Empathy When someone feels heard, trust follows.→ Listen first, respond second→ Show genuine care for them→ Not just your selling agenda. Make them feel like you're in their corner.
Keep Messages Short Shorter messages get faster replies.→ Don't send a wall of text→ 3-4 short and clear DMs→ Make it easy to respond. This encourages them to reply.
One Question at a Time Ask questions, then let their answers guide the conversation.→ One clear questions per DM→ Do not overwhelm them→ Let them guide the chat. This shows you’re listening and genuinely interested.
Match Their Pace Don’t rush it. Conversations build over time.→ If they’re quick, so are you→ If they’re slower, so are you→ Make sure to follow their rhythm. This makes the conversation comfortable.
Give Before You Ask Don’t ask for something—until you give value first.→ Offer an insight to help→ Give them a lead magnet→ Provide real value to them. Prove you want to help, not just sell.
Follow Up with Purpose If they go quiet, don’t panic—life happens.→ Follow up thoughtfully→ Reference previous chat→ Or share something valuable. Have a reason to followup, and they'll reply.
Personalise Every Message Make every message feel like it was written just for them.→ Reference something about them→ Or something you chatted about→ Show you get their problems, and they won't see you as a sales person.
Own the Outcome Not every chat will close a deal, and that’s fine.→ Always have a next step→ Like a resource or meeting→ And keep the door openShow you’re here for the long haul, not just a quick win.
