In the age of algorithms, lead magnets, and long marketing funnels, direct sales are making a comeback.
Why? Because they’re fast, clear, and—when done right—highly effective. Not every company can (or wants to) wait months for a campaign to deliver results. Sometimes, you need to act now.
But how do you do that without sounding like a pushy salesperson from the '90s?

 

What are direct sales activities?

They’re all actions designed with a clear, immediate goal: make a sale, schedule a meeting, collect a lead, or secure an order. Most are aimed at a specific person or company.

Examples include:

  • Direct messages (DMs) on LinkedIn / Instagram

  • Cold emails or cold calls

  • Conversations at trade shows and events

  • Active participation in groups and forums

  • Retargeting campaigns with strong CTAs ("Buy now", "Book a demo")

 

Why are they worth using?

Immediate results – no need to build a 3-month funnel
Direct access to decision-makers – like key people in target companies
Personalized communication – with the ability to react in real time
Great for B2B, premium services, and small businesses

 

How to make it effective (and not annoying)?

1. Provide context

Don't say: "Hi, would you like to buy our product?"
Say: "I saw you’re running an Instagram campaign – we’ve got a tool that could boost its performance by 30%."

People don’t want to be sold to. They want their problems solved.

 

2. Focus on benefits, not just the offer

Don’t say: "We offer graphic design services."
Say: "I help brands create cohesive, eye-catching visuals—one client recently saw a 15% sales boost thanks to our work."

 

3. Personalization is a must

Before you reach out, learn what the person does, what they post, and what they might need.
Mass copy-paste messages don’t work anymore.

 

4. Give value before you try to sell

Instead of: "Buy our training course!"
Try: "Saw your post – we’ve got a free mini guide that could help. Want to take a look?"

Give value → build a relationship → open the door to sales.

 

5. End with a clear next step

Don’t end your message with just “Best regards”. Try:

  • "Can we talk tomorrow at 2 PM?"

  • "I can send over a quote today – interested?"

  • "Would you be open to a quick chat about working together?"

 

Common mistakes in direct sales:

  • Using overly formal or boring language ("We kindly request the opportunity...")

  • No personalization – like "Dear Sir or Madam" in a DM

  • No clear call to action – "Let us know if you’re interested" (translation: you’ll never hear from them)

  • Being too pushy – sending repeated follow-ups without response

  • Talking only about yourself – your services, your products, your company

 

Ready-to-use sales message template (LinkedIn / email):

Hi [First Name],
I noticed you’re working on [activity X] – great job!
I work with companies in your industry to [specific improvement, e.g. boost conversions or streamline the sales process].

We’ve got a solution that might be a good fit – want me to send over some details?

Best,
[Your Name]

 

In summary: sales can be human and effective

Direct sales is a powerful tool—when done thoughtfully and with respect for the person on the other side. In a world of automation and AI, real human connection still stands out.
Want to sell more? Start conversations. Listen. Offer solutions—not just a sales pitch.