How to Build Trust in the DMs Before Making an Offer
The LinkedIn DM (Direct Message) is where relationships are built and deals are made. However, too many sales professionals treat the DM inbox like a cold-call script, jumping straight to a pitch or a meeting request. This approach almost always fails because it skips the most critical ingredient in any sale: trust.
Before you can ask for a prospect's time or money, you must first earn their trust. The DM is your opportunity to move from being a stranger to a trusted advisor. This guide will provide you with a clear, actionable framework for building trust in the DMs, helping you turn cold outreach into warm conversations and, eventually, closed deals.
1. The Mindset Shift: From "Pitching" to "Helping"
The fundamental mistake most people make in the DMs is having a "pitch" mindset. They are focused on what they can get. To build trust, you must adopt a "helping" mindset. Your goal is not to sell; it's to understand the prospect's challenges and offer value.
- Old Mindset: "How can I get this person on a demo?"
- New Mindset: "What can I learn about this person's challenges, and how can I offer a piece of advice or a resource that would be genuinely helpful?"
When you focus on helping, the dynamic of the conversation changes. You are no longer a salesperson; you are a valuable resource.
2. The Art of the Opening: The First Message After Connecting
You've sent a personalized connection request, and the prospect has accepted. Your first DM is critical. Do not pitch. Your goal is to start a genuine conversation.
- Acknowledge the Connection: A simple "Thanks for connecting" is a polite and professional start.
- Reference a Shared Context: Remind them why you connected. "I enjoyed your recent post on..." or "I saw we're both in the 'SaaS Growth' group..."
- Ask an Open-Ended Question: The best way to start a conversation is to ask a question that can't be answered with a simple "yes" or "no."
- Instead of: "Are you interested in our services?"
- Try: "I'm curious, given your role at {{companyName}}, how is your team approaching the challenge of [Relevant Topic] this quarter?"
3. The Nurture Sequence: Provide Value Over Time
Trust isn't built in a single message. It's built through a series of value-driven interactions over time. A "nurture sequence" is a series of messages designed to build rapport and demonstrate your expertise.
Strategy 1: Share a Relevant Resource
- Action: A few days after connecting, send them a link to a high-value resource—a blog post, a case study, a webinar, or an industry report—that is relevant to their role or industry.
- Template:
"Hi {{firstName}}, following up on our conversation about [Topic], I came across this in-depth guide on the subject and thought you might find it useful. [Link]"
Strategy 2: Offer a Specific Insight
- Action: Share a quick, valuable insight based on your experience.
- Template:
"Hi {{firstName}}, I was just working with another company in your industry, and we found that [Specific Insight]. Thought I'd share, as it might be relevant to your work at {{companyName}}."
Strategy 3: Engage with Their Content
- Action: If they post something on LinkedIn, reference it in the DMs.
- Template:
"Hi {{firstName}}, I just saw your post on [Topic]. Great point about [Specific Detail]. It actually reminds me of..."
4. Systematize Your Nurturing with Automation
Manually tracking and executing a multi-step nurture sequence for hundreds of prospects is impossible. This is where you can use smart automation to build trust at scale.
A tool like Bindago allows you to create and automate these value-driven message sequences. With Bindago's Campaigns feature, you can build a sequence of personalized messages that are sent automatically over several days or weeks.
Here’s how you can use Bindago to build trust in the DMs:
-
Create a "Nurture Campaign": For your new connections, create a campaign that sends a series of value-driven messages.
- Message 1 (3 days after connecting): Share a relevant resource.
- Message 2 (7 days later): Offer a specific insight.
- Message 3 (14 days later): Ask a thoughtful, open-ended question.
-
Personalize at Scale: Use Bindago's personalization variables (
{{firstName}},{{companyName}}) to make each automated message feel one-to-one. -
Let Automation Handle the Follow-Up: The system sends the messages for you. The moment a prospect replies, the automation stops, allowing you to step in and have a real, human conversation.
By using Bindago to automate your nurturing, you can ensure that every new connection is being warmed up with value, dramatically increasing the likelihood that they will be receptive to an offer when the time is right. And because it's a desktop application, your LinkedIn credentials remain securely on your computer.
5. The Transition: When and How to Make the Offer
After you've had a few back-and-forth exchanges and have provided clear value, you've earned the right to make an offer. The key is to look for a "transition signal."
- Transition Signals:
- They ask a specific question about your solution.
- They express a clear pain point that you can solve.
- The conversation becomes too complex for text.
When you spot one of these signals, you can make a low-pressure offer.
- The Wrong Way (Pushy): "Are you free for a demo tomorrow?"
- The Right Way (Consultative):
"That's a great question. It might be easier to show you over a quick 15-minute call. Would you be open to that?"
Conclusion: Trust is the Ultimate Conversion Tool
The LinkedIn DM is not a place for a hard sell. It's a place to build relationships. By shifting your mindset from "pitching" to "helping," providing consistent value, and looking for the right moment to transition, you can build the trust needed to turn a simple connection into a valuable customer.
Combine this trust-building framework with a powerful and secure automation tool like Bindago, and you have a scalable system for generating a predictable pipeline of warm, qualified leads who are ready to listen to your offer.
Ready to build trust and generate more leads from your DMs? Download Bindago today and start your 10-day free trial.
