The LinkedIn
DM Playbook

Booking client calls from the DMs can feel like a bit of a mystery. Unlike LinkedIn profiles and content, where you can easily see what successful creators are doing, what happens in the inbox is a private affair. As a result, it's difficult to know what actually works.

Today, I'm going to share the framework I use to turn conversations into booked calls (without making everyone hate me), and the mistakes that most people make.

Why You Aren’t Booking Calls From The DMs

There are two major mistakes most people make, and they’re opposites:

They’re either too aggressive, or too passive.

Aggressive selling tactics are extremely common on LinkedIn. They’re typically as part of an automated cold outreach campaign. After a generic greeting and an unconvincing approximation of rapport building, the seller sends a message that looks something like this:

“Hey [FIRST NAME],

We’ve helped over 50 agency owners consistently book 5-10 calls per week. Worth jumping on a 15 minute call to explore?”

There’s no interest in the prospect as a human being, and zero effort to discover if they actually need help. They just go straight for the jugular.

And yeah, like dropping dynamite to catch fish, it works. Once in a blue moon (about 1% of the time), the salesperson will present this offer to someone who actually wants to buy what they’re offering. Those people book a call. Job done.

But what about the other 99%? Many of those people could have become clients in the future. Some could have been valuable business contacts, referring clients and opportunities your way. But not anymore.

The seller has permanently damaged those relationships with their aggression. They’re gone for good, and they’re not coming back.

The LinkedIn Friendzone

Most people understand that aggressively pitching your services to strangers isn’t particularly effective. Instead, they figure they’ll start lots of conversations with potential buyers, have a few friendly chats, and some of those people will organically convert over time.

It’s a reasonable assumption, but that’s not what happens. Instead, you’ll have endless conversations with perfectly nice people who have now relegated you to the LinkedIn Friendzone. It’s certainly not as bad as making everyone hate you, but if your goal is to use LinkedIn to get clients, it’s not an optimal strategy.

The Sweet Spot

Booking calls from the DMs lies somewhere in the middle. Have real conversations, build real relationships, and take action when it becomes clear that your new connection wants your help.

B.R.A.V.E is the DM playbook I use to go from conversations to booked calls. This is ideal if you are a B2B consultant or agency owner who wants to book clients on LinkedIn without being salesy, spammy, or weird.

Here’s how B.R.A.V.E works:

B - Break The Ice

R - Build Rapport

A - Assess The Problem

V - Value Given

E - Extend Invitation

B - Break The Ice

Start conversations with people who are good candidates for what you offer. Your only goal at this stage is to start a real conversation.

R - Build Rapport

Build rapport by being a human being, and taking a genuine interest in them. Don’t rush this part. Have a read of their profile and their recent content to get a feel for who they are and what they’re working on. If you need more context, check out their website as well. Find points of interest to discuss.

A - Assess The Problem

Steer the conversation towards the problem you solve. Find out what’s not working, what they’ve already tried, how it’s holding them back, and what it’s costing them. Note that if there’s no problem to solve, there’s no reason for them to become a client.

V - Value Given

Give value to create reciprocity. Be generous with your expertise and your time (within reason). Share resources that move them closer to success. Share voice notes or potentially a video. Whatever you give now increases the likelihood the prospect will invest with you later.

E - Extend Invitation

At this point, if they have a problem, you’ve already begun to help them solve it, and it makes sense to do so, invite them to book a call with you.

Three Positive Outcomes

Many sellers focus purely on whether or not they booked a call, and call it success or failure. This is very shortsighted. Instead, there are three positive outcomes you can reach, depending on your prospect’s situation.

1 - Call Booked

When you connect with someone who has the problem you solve, and they’re actively seeking to solve it, it makes sense to invite them to book a call with you.

2 - Nurture

Some people are ideal candidates for what you offer, and they need your help, but for a variety of reasons (other priorities, cashflow, etc), now is not the right time for them. Rather than try to get them on a call, make a note to nurture this prospect by staying in touch, staying helpful, and checking in later on. I like to check in every 6-8 weeks in this situation.

3 - Build Your Network

Many of the people you connect with simply don’t need to solve the problem you solve. If you can’t help them, there’s no point trying to sell to them. Instead, this person becomes a valuable part of your business network, and if you’re lucky, a friend.

One Piece of The Puzzle

It’s important to note that selling in the LinkedIn DMs works best when you’ve built the foundations. Ideally, you have a fully optimized LinkedIn profile, you’ve built authority and trust with your content, and the prospect views you as an expert in your niche. This is especially true if you’re selling high ticket services.