Nobody wants to be that person on LinkedIn.
The one who sends pitch-slapping DMs five minutes after connecting.
The one whose every post screams “buy my stuff.” The one who reeks of desperation.
Here’s how to avoid it.
Shift Your Mindset: You Don’t Sell on LinkedIn
Here’s the thing: you don’t actually sell anything on LinkedIn. LinkedIn is where you start conversations.
When you stop thinking about selling and start thinking about conversations, everything changes.
The only thing you’re really “selling” is a chat.
People reaching out because they have a challenge they want to solve and they think you might be able to help.
That’s it. No hard pitches. No closing techniques. Just conversations.
Remember: People Buy From People They Know, Like and Trust
This is the fundamental truth of LinkedIn.
Before anyone becomes a customer, they need to know you exist, like what you have to say, and trust that you can help them.
You can’t shortcut this. Pitching someone who doesn’t know you skips all three steps.
That’s why it feels desperate and why it doesn’t work.
Your job on LinkedIn is to build that know, like and trust over time.
The more people have seen you and are familiar with you, the easier it is to get a conversation. It’s that simple.
When you’ve built that familiarity, sales conversations happen naturally because people come to you.
Stop Trying to Sell in Every Interaction
The biggest mistake people make is treating every touchpoint as a sales opportunity.
Connection request? Pitch. First message? Pitch. Comment on someone’s post? Pitch disguised as engagement.
This approach doesn’t work.
People can smell it instantly, and they run the other way.
LinkedIn is a relationship-building platform, not a cold-calling database.
Treat it like a networking event, not a sales floor.
Give Before You Take
If all your content is about what you sell, you’ll sound salesy.
If every message has an agenda, you’ll sound desperate.
Flip it around. Share useful insights without asking for anything in return. Help people without expecting something back. Build trust before you even think about selling.
When you consistently add value, people come to you.
You don’t need to chase them.
Talk Like a Human
Salesy content has a particular tone.
Corporate buzzwords. Hype language. Exclamation marks everywhere. “Exciting news!” and “I’m thrilled to announce!” and “Don’t miss this incredible opportunity!”
Cut all of that.
Write like you talk.
Keep it simple and direct.
If you wouldn’t say it out loud to someone’s face, don’t write it on LinkedIn.
Show, Don’t Tell
Desperate people tell you how great they are.
Confident people show their work and let others draw their own conclusions.
Instead of saying “We’re the best at what we do,” share a story about a client you helped.
Instead of claiming expertise, demonstrate it through your content.
Social proof and real examples beat self-promotion every time.
Be Patient
Desperation usually comes from impatience.
You need results now, so you push too hard.
LinkedIn is a long game. Building trust takes time.
The people who win are the ones who show up consistently, add value, and let relationships develop naturally.
If you’re constantly pushing for the sale, you’ll push people away.
The Golden Rule
Before you post or send a message, ask yourself: would I say this to someone face to face?
If it would feel awkward, pushy, or weird in person, it will feel the same on LinkedIn. If you’d be embarrassed to say it out loud, don’t type it.
TL;DR
You don’t sell on LinkedIn. You start conversations.
People buy from people they know, like and trust, and the more familiar people are with you, the easier it is to start those conversations.
Stop pitching in every interaction.
Give value before you ask for anything.
Write like a human.
Show your work instead of telling people how great you are.
Be patient.
And always ask yourself: would I say this to someone’s face? If not, don’t post it.