Social media have turned out to have multiple applications going beyond the original intentions of their developers. Thus, if an area emerges, where business can be done, people will do it. As far as sales go, a recurring issue is access to quality leads. LinkedIn solves this problem by significantly shortening the distance between product and service providers and their buyers. Any professional can take advantage of what the platform has to offer and try social selling, but it must be done wisely. 

LinkedIn and its related sales app Sales Navigator deliver quality data on user-leads, which allows you to target them precisely after initial research and applying filters. 

Moreover, Sales Navigator lets you DM individuals from outside of your network, which is crucial for social selling. Keep in mind that inviting someone to join your network just to send them a sales message is a shot in the foot. With buckshot. 

There’s one other thing I have to touch on right away. 

While reading other content pieces on this topic, you’ll see cliche advice like “have a professional photo, fill out your profile”. Sure, your personal brand matters, but let’s be honest, if this isn’t already obvious for you, then maybe you should consider other sales channels. 

Social selling with no frills 

Alright then, below I’m sharing my recipe for getting a reaction from potential clients, based on a campaign I’ve run myself. 

Remember, no one’s going to be able to guarantee you a set volume of sales based on social selling. The results will be affected by a number of factors, not all of which you can control. I’ll speak to that later in the post. This, of course, isn’t to say you shouldn’t take the challenge. 

Cold email

You can theorize all day if you want about what should precede the actual contact but eventually you have to send that DM anyway. That’s what social selling is about. Why do I think my strategy is good and worthy of your time? Let me get right into it. 

  • You pay particular attention to language, a common element for all people. 
  • It’s sensible, I’m not promising any magic solutions. I don’t think they exist either, surely not for all the industries and types of products out there. 
  • It allows you to focus on key aspects and get down to work. Being active, commenting, replying, etc. should be a part of your long-term strategy for the platform, and not a sales intro. The fact you’ll spend a couple weeks commenting and liking posts of the person you’re going to try and sell to won’t necessarily make them more likely to buy. If I get an intriguing message today with a sufficiently promising offer, it won’t matter to me that we had not had any contact up until now. 

Remember, the message you send can’t be a hard sell. Genuinely peaking your recipients’ interest is a must. Approach them as individuals, not list entries. Think about how you’d respond to your own message. 

Don’t immediately ask your recipient to buy. Ask them if they would find your product useful and whether they could apply it to their business. 

Factors affecting your success  

It’s time to discuss what’s affecting the results of your social selling campaign. As it is in daily life,

Some things you can control:

How good is your product indeed? Does it solve an actual problem? Does it help in reaching a goal? You know, no one’s going to buy powdered water, no matter how well you’ll market it.

Contents of the initial message, which has to stand out, starting with the subject line. Your copy has to be creative, because on LinkedIn, you’re dealing with high-quality leads possessing high standards.

Some things you can’t:

What’s the current demand for your product among the people you’re reaching out to? Your offer may be great but the leads may find no use for it at the time.

Who’s the individual on the other side? Their character, mood at the time of getting the message, and their overall attitude towards social selling and networking all matter.


The strategy I propose allows you to focus on what’s within your control and is crucial for your success regardless of the occupied niche or offer.  


When it comes to social selling, LinkedIn’s huge advantage is the fact it’s users are business-oriented by default. Having a profile on the platform means being open to new opportunities, which increases your chances of success.

The method for social selling I discussed here surely is fast and devoid of any frills. If you’ll also take good care of those things you can control, it’ll be efficient as well. 

Remember, focus on what matters and start acting ASAP. Let me know how it went for you. 

Sell socially
Sulma & Sulma