The Art of Direct Selling on LinkedIn: Insights from Jessie Van Breugel

In a recent LinkedIn post, jessie van breugel discusses a crucial, often overlooked aspect of B2B sales on the platform: the importance of being direct and clearly articulating an offer. Van Breugel, who shared how she helped a B2B consultant secure significant contracts and build a substantial pipeline, found the consultant’s key takeaway to be surprisingly simple yet profound.

The Consultant’s Core Insight

According to van Breugel, the consultant’s primary realization wasn’t just that it’s acceptable to sell on LinkedIn, but more critically, *how* to effectively communicate the intention to sell. This highlights a common hurdle for many professionals who may be comfortable with the idea of business development but struggle with the practical execution of bringing their services to the forefront.

“That it was okay to be direct/sell on LinkedIn”

Van Breugel emphasizes that knowing it’s permissible to sell is only half the battle. The real challenge lies in the articulation – the ability to transition from a helpful conversation to presenting a service as a solution.

Navigating the ‘Ask’ in Sales Conversations

Van Breugel details a scenario many in B2B sales can relate to: a prospect shares a problem, and the seller knows they can help. However, instead of directly offering their service, the seller might fall into a pattern of asking more questions or providing extensive free advice, hoping the prospect will eventually inquire about paid services. Van Breugel argues this is precisely the moment for a more direct approach.

A Three-Step Framework for Directness

Van Breugel proposes a clear, actionable strategy for these pivotal moments:

1. State that the issue is something you help clients with.
2. Explain how your specific service would address their unique situation.
3. Ask if they are interested in learning the details of working with you.

This structured approach, as van Breugel points out, is designed to clarify intent and manage expectations efficiently.

“You’re asking if they want to hear about your offer before sending it over. They can say yes or decline, and you know where you stand.”

The value in this method, according to van Breugel, is the immediate feedback loop. It avoids prolonged, uncertain exchanges and allows both parties to understand their positions without unnecessary delay.

The Business Imperative on LinkedIn

Ultimately, van Breugel’s post serves as a reminder of the fundamental purpose of professional networking platforms like LinkedIn: to conduct business. By advocating for clear communication regarding sales intentions, van Breugel encourages professionals to overcome hesitancy and embrace directness as a tool for efficient and effective deal-making.

“You’re on LinkedIn to do business. It’s okay to let the other person know that.”

This perspective challenges the notion that direct selling is inherently aggressive or off-putting, reframing it instead as a necessary component of professional engagement and a way to respect everyone’s time by clearly stating the purpose of the interaction.