How to Get Clients on LinkedIn
I recently spent $5,000 on a coach. Let’s call him Jack.
Conventional LinkedIn wisdom would tell you that my customer journey went something like this:
1 - Jack sent a connection request and I accepted.
2 - Jack started a conversation in the DMs.
3 - After a bit of back and forth, he pitched me his offer
4 - We booked a call, and I became Jack’s client.
But of course, that’s not what happened at all. I have never bought anything this way. Nor would I ever.
Here’s what actually happened:
1 - LinkedIn Profile
Jack’s content showed up in my feed. I clicked through to his profile. I learned that he helped creators like me to book clients using funnels. I began following him.
2 - Authority Content
Jack’s authority content shared his expertise and deep knowledge of his niche.
He answered questions, addressed pain points, and shared quick wins.
I began to view him as an authority in his niche.
3 - Personal Content
Jack’s authority content showed me what he knows.
His personal content - his stories - showed me who he is.
Jack shared a personal story about how his parents had gone through financial hardship, and this was what motivated him to build a secure financial foundation for his own young family.
He shared that he and his wife left London for a better lifestyle
He shared that he was a runner, and that he had 5 dogs.
I felt that we shared a similar approach to life. I began to trust him.
4 - Lead Magnet
He offered a lead magnet at the bottom of a LinkedIn post. I downloaded it. Now I was on his email list too.
5 - Mindshare
Over the next three months, I read many of Jack’s LinkedIn posts and email newsletters. After a while, he was no longer just a name on the page. He began to occupy space in my mind as a living, breathing human.
Through his authority content, I understood:
What he offered
Who he worked with
What made him different
The results he achieved for his clients
Through his personal content, I got to know:
His personality
His lifestyle
His values
His goals
6 - Call Booked
Jack’s content had done all the foundational work. I viewed him as an expert. I knew the results he was producing for his clients. I trusted him and liked him personally.
So I booked a call with him.
7 - Conversion
The call was about clarity. There was no urgency, or scarcity, or bonus offers if I sign right now. None of that.
He didn’t have to sell himself to me, because his content had already done that. Instead, he walked me through what working together would look like, and answered my questions.
After the call, he sent me a payment link. I invested $5000 with him.
This is how to sell high ticket services on LinkedIn.
It’s not about the “perfect DM script”.
It’s not about sending 300 connection requests to get a single meeting.
It’s not about starting conversations where you pretend to be interested in someone in order to pitch them. That is short term thinking. It will damage your reputation and position you as a low status bottom feeder.
If you want to sell on LinkedIn, you need to do three things:
Build Authority
Share your expertise, and become the trusted expert in your audience’s mind, one post at a time.
Build Trust
Share your personal stories, and show your audience who you are, how you became who you are, and what matters to you.
Share Your Offer
Invite your audience to buy. Include what’s on offer, who it’s for, and proof that it works.
Do these three things, and you will build mindshare. You will occupy space in your prospect’s mind.
You will have an unbeatable advantage:
Your competitors are just words on a page.
You are a living, breathing human.
You are an expert, and someone your prospect knows, likes and trusts.
When it’s time to buy, you’ll be the only choice in their mind.