Did you know that selling in the DMs WITHOUT the ick factor is totally possible? That’s the topic we’re tackling today!
Selling in the DMs is something that’s referenced a lot in the online space, and it’s usually glossed over as some kind of quick or easy task. I’m here to tell you that you CAN sell in the DMs, but there is definitely a right and wrong way to approach it.
It’s a very important skill to learn, and if you are not using it, then you’re probably missing out on sales. But before we really get into the “how”, we need to cover a few basic principles for using direct messages to communicate with potential clients.
The Basics
#1: Establish the connection first.
This is non-negotiable. There can be absolutely ZERO sliding in the DMs when we have not first established a rapport and built a connection with our ideal client. This can be slightly nuanced, meaning there is no perfect number of communications before it’s “time” to sell. But just as a rule of thumb, you should never be landing in someone’s request folders with a pitch ever. Like, never, never, never.
#2: Understand that conversions are rooted in trust.
If you haven’t taken the time to build trust with who you’re selling to, it won’t go well. This is a simple but necessary prerequisite for selling in the DMs.
#3: You need to have your offer’s back.
Believing in what you are selling is paramount to any pitch working. If you’re not sure what I mean by “having your offer’s back”, head over to that podcast page and give it a listen!
Now that we’ve covered the basics, let’s dive a little bit deeper into the how.
How do you sell in the DMs?
Contrary to popular belief, there is not a magic template out there that tells you exactly what to write or say that will make a conversion.
Although words matter, in this case it’s all about the foundations you’ve built. It’s about what happens before you sell in the dms. THAT is what makes selling in the DMS successful.
Let’s take a closer look at the best practices for sellin in the DMs:
#1: Building like, know and trust.
This shouldn’t be a foreign concept to you as a business owner. We can build like, know and trust through our content. BUT this is not about Suzy Q watching your stories for a month and then you bouncing into her DMs and saying “Hey, I see you’ve been watching my stories, I have a great offer for you.” Hold up!
We need to take it a bit further with some interaction in the dms. This will allow us to eventually pitch in the dms because we have a history of connection.
This is where our content comes back into play. The secret here is to create content that supports what you want to sell. It incorporates the topics around it, the pain points around it, the desires around it. THEN we create a conversation by making it interactive.
We can do this using polls, interactive question boxes, or anything that invites them to tell me something, or prompts an answer to a question.
Now, while this might open the door to customized coaching and an opportunity to establish authority, we still need to nurture. We continue to nurture after that initial connection because you don’t wanna go into a sales conversation too fast. You need to be really cognizant of where you are in the relationship. Discretion and situational awareness go a long way here, because there isn’t a set number of interactions or messages before it’s “time”. The amount of time is less important than the concentration of the connection.
It’s wise to wait unless they’re giving a very clear indication that they are ready for it. If you are not sure, wait. If you’re not getting a good gut feeling, wait.
#2: The length of time between interactions.
This one is easy. Just don’t wait too long in between interactions. If your last conversation was six months ago, and they expressed to you their desire to do X, Y, and Z, you need to reignite that flame first. You can’t just pick up where you left off.
#3: Do not come from a place of need.
Your desire to make the sale should be secondary to your desire to help your client. We can’t control every aspect of a sale, but knowing that your offer is perfect for this client, and really wanting to help them makes all the difference. You WANT the sale, but you don’t NEED it. You are driven and motivated by your desire to HELP.
#4: Keep it short and casual.
Keep it easy and breezy! This “pitch” should not be a tense, heavy thing that feels like it’s copied and pasted from a script. Keep it short, and resist the urge to over explain. Be respectful of your ideal client’s time, and communicate your desire to help, how this offer could help, and extend an offer to take the conversation deeper. I prefer voice notes for this, because I can communicate more directly in a short amount of time. It also feels more personal. Again, keep it short, and then let THEM express interest before taking it further.
That’s when you can send the discovery link, the sales page and go a little bit deeper with them if they have questions.
Who does this work for?
This works for coaches, mentors, consultants, done for you, service providers, specialists, agency owners, …the list goes on! If the connection is there, there is room for direct selling in the dms.
Let’s Recap…
You have to care about your mission. You need to care about your ideal client. When you really want to see your ideal client succeed, and you really freaking love your offer, you can sell with authority.
That is when you can come from a place that feels natural and authentic. When you do it that way, you will get more conversions and you’ll have way more success selling in the DMs. Can you imagine your business if you LOVED everything about it? I don’t want you to feel like your business is a burden. I want you to love your business and I want you to love what you offer. I’d love to have you inside of Grow Business and Marketing Academy if you want to be able to deploy these marketing strategies and do it in a way that feels good and authentic. This program will take you through a seven-part framework that really breaks down each section of your business – and when you come out on the other side, you’ll have a business that’s set up to scale where you can make more money and work less.
