How Sales Happen on LinkedIn

Photo by Blake Wisz on Unsplash

Most business owners I speak to are frustrated they aren’t getting sales from LinkedIn and then aren’t doing these. 

Whether you use the platform strictly  to make connections, build community, or prefer post for fun, there’s no wrong reason to show up. I respect all of it.

But if you’re running a service-based business and want to generate leads and new business, I wrote this for you.

Because here’s the thing: selling on LinkedIn isn’t about being pushy or cringey (those creators rarely last on the platform) it’s about skillfully creating in a way that resonates with the right people.

You don’t actually need a massive following, mega-viral posts, or a decade of marketing experience to make it work.

I’ve spent nearly five years now posting 3-5 times a week, successfully running 2 businesses on, and now help clients turn their LinkedIn content into clients. 

Over time, I’ve identified three strategies that consistently deliver results:

1. Show Results & Transformations

When was the last time you bought something without verifying it worked? Probably never.

Your ideal clients are no different. They want proof that your services deliver the results they’re looking for especially if they’re going to make a high ticket investment. And the best way to show that? Case studies and transformation stories.

Here’s how to do it:

• Start with a specific problem your client faced.

• Share the process you used to solve it (bonus points if it’s unique).

• End with the tangible results they experienced.

Example hook:
"One of my clients was only reaching the same 300 people with her content."

When you share real-life transformation, you’re not just telling people what you do, you’re showing them it works.

Bonus tip: If your approach breaks the mold or challenges outdated industry advice, make sure to call that out. People love fresh ideas that promise something different than what hasn’t worked for them in the past.

2. Write Clear & Strategic CTAs

This might sound obvious, but many people skip it: you have to tell your audience what to do.

They don’t magically know what to do next. You have * to * lead * them (and people like to be lead…)

A CTA (call-to-action) is your chance to lead the conversation. It’s where you bridge the gap between awareness and action.

Here’s what makes a great CTA:

• Be specific. Tell them exactly who you work with and how.

• Be actionable. Use verbs like “book,” “schedule,” “DM,” or “apply.”

• Be clear. Avoid vague phrases like “Let’s chat” or “Reach out if interested.”

Example CTA:
“I work with abc owners who want to get abc results without relying on thing they don’t want to do. Want to learn how? Send me a DM to get started.”

CTAs might feel uncomfortable at first, but they’re essential. Without them, people might read your posts, feel inspired, and then…do nothing.

(A need more guidance? I wrote a detailed post on CTAs last week)

3. Tell Stories That Connect

Personal stories are one of the most underrated tools for building trust on LinkedIn.

I get it, stories can feel vulnerable or even “too much” for a professional platform. But when done right, they create a connection that drives conversions.

Here’s why: people buy from people they trust. And stories have the power to:

• Showcase your personality.

• Highlight your values and approach.

• Make people feel understood.

Two of the service providers I’ve hired recently got my attention through their LinkedIn stories. Their posts spoke directly to where I was at and the challenge I was facing. They weren’t just selling, they were showing me they understood my problem and could help. I hired them shortly after seeing those posts. 

A great story doesn’t just make your audience see themselves in your words, it makes them see you as the solution they need.