How to Sell Through Instagram DMs (Without Feeling Weird About It)

Recently, I was chatting with a potential client in my Instagram direct messages when she paused and said, 

“Jenna, this is the weirdest sales conversation I’ve ever been a part of.”

I had to laugh.

Because in my mind, I wasn’t even LOOKING at it as a sales conversation. I wasn’t in the mindset of “trying to close her”. 

I was just trying to figure out what she needed to get the results she was looking for. (In fact, the offer that I thought would help her the most wasn’t even one I was running at the time)

The entire exchange felt SO foreign to her, because she was so used to hard-hitting sales tactics.

In the world of online business, there’s often this subtle pressure to always be selling. To conquer objections so you can make the sale. 

But what if the DMs could just be a space for real, mutually-beneficial conversations instead of something that makes you feel a little gross?

I truly believe they can be.  

In this post, I’ll talk about exactly why selling through DMs works and how to use my proven DM Sales Chat Framework so you can easily turn warm leads into paying clients (without EVER sounding like a used car salesman, because ewww.)

Pin this to your Instagram Marketing board! 👇🏼

Why Instagram Direct Messaging Is The Best Sales Tool

Let’s kick off with two reasons why Instagram DMs are my personal favourite place to sell. 

#1. Instagram DMs Give You Time to Think Before Your Reply

Instagram DMs are the PERFECT playground for practicing your sales technique. 

So many coaches and courses teach you how to sell during a sales call. 

You take notes, memorize the scripts, follow all the ‘best practices’  – only to freeze when you’re face-to-face with your potential client. 

But when you sell through Instagram direct messaging, you get a minute to think – and then respond with intention. 

This means you won’t have to face the instant regret of “Ugh I should have said this!” or “Why on EARTH did I say that?!” 

Instead, you can take your time, fully read what they’re asking, think through the best answer, and guide the conversation clearly. 

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#2 Instagram DMs Help You Discover What Your Lead Really Wants

Before you can sell anything, you need to know what your leads actually want. Instagram DMs are the perfect place to figure that out.

Because of the easy back-and-forth rhythm, DMs give you the chance to dig deeper and really talk to a person. You can ask questions, let them ask questions, and get SUPER clear on the goals they’re trying to achieve.

Most importantly, you can determine if you can even get them what they want.

As the expert, you might spot ten other problems they need help solving.

But those don’t necessarily matter right now.

What matters most is understanding WHY they reached out to you in the first place and figuring out whether or not your offer can genuinely get them the result they want.

And though this sounds pretty simple, it’s all part of an incredibly important step that needs to happen before you ever pitch your offer.

Because when you understand what your lead truly wants, selling becomes more natural – instead of slimy or overly salesy. 

(Psst! This also counts as the pre-work that NEEDS to happen before you hop into my 3-Step Sales Chat Framework below. Without this pre-work, you can’t start the framework.)

Side Note: Don’t Overcomplicate The Offer

I know how proud you are of your offer and all of the amazing things it includes. 

BUT at this point in the conversation, it’s so important that you STAY FOCUSED.

For example, I once reached out to a sales mindset coach for a very specific challenge.

Once she explained how she could help me solve that problem, I was honestly ready to buy.

But then she started pushing a whole slew of extra features and bonuses I never asked for (and didn’t really need).

Suddenly, I went from sold to completely overwhelmed. I even started wondering…wait, is this really the thing for me? 

That’s why you don’t want to throw every feature, bonus, and shiny thing inside your offer at someone all at once.

Stay focused on the result they came to you for. That’s the thing they’re most emotionally connected to and most ready to say YES to.

How to Sell Through Instagram DMs With My Sales Chat Framework

So, now that you know why selling through Instagram DMs works, let’s talk about how you’re actually going to make the sale. 

Selling in Instagram direct messaging doesn’t need to feel awkward, pushy, or like you’re a used car salesman peddling a hunk of junk for more than it’s worth. 

When a warm lead lands in your DMs, already curious about working with you, you don’t need hard sales tactics. You need a simple way to guide the conversation, understand what they need, and help them make an informed decision.

That’s exactly why I use my DM Sales Chat Framework.

It’s a three-step approach I use in Instagram DMs to turn interested leads into paying clients in a way that feels natural, not icky. 

Here’s how it works.

Step 1: RESTATE Their Goal So They Feel Understood

The first step in my DM Sales Chat Framework comes directly after you’ve figured out what your lead really wants. (See? I told you that pre-work would come in handy!)

Now, you’re going to want to restate that goal back to them. But this time, restate it in your own words.

This is where so many people will skip ahead and start pitching their offer. 

DON’T. Do NOT pass go. Do NOT collect $200. ❌

In any Instagram DM sales conversation, people need to feel understood BEFORE they’ll ever want to buy. 

Restating their goal gives them the chance to say, “Yes, that’s exactly what I want. That’s exactly what I need.” 

Now, they feel seen, and they’re immediately not afraid to move forward with you. 

They KNOW they’re in the right place. 

But sometimes, what a lead says first isn’t the full story. When you restate their goal to them, they may reply with “Hm, that’s not actually it.” 

And that’s okay!

Restating their goal in your words is a way to get both you and your lead on the same page. 

It might take some more back-and-forth, but once they confirm that you’ve got it right, ask yourself, “Can my offer actually get this person what they want now that I am suuuuper freaking clear about what they want?”

If the answer is ‘yes,’ keep going. If not, be honest. 

If your offer can’t get them what they want, end the conversation. 

Because remember, the best Instagram DM strategy is NOT about forcing a sale. It’s about helping the right person get to the right solution.

Step 2: REASSURE Their Concerns Without Being Salesy

A lot of traditional sales advice teaches “reverse objections” like trying to flip someone’s concerns back on them to convince them to buy.

These often sound like:

Lead: “It’s too expensive.”

Seller: “But if you stay where you are, it will end up costing you more in the long run.”

OR

Lead: “Hm… I need to think about it.”

Seller: “Sure, but if you’re serious about improving, you wouldn’t need to think.”

But let’s be real here… both feel gross and manipulative. No thank you. 🙅‍♀️ 

Instead, I prefer REASSURANCE. 

Think of it this way: Your job while selling through DMs is to ask questions. It’s NOT about manipulating their objection or spinning it on its head. 

You need to ask questions so they ask questions. Then let your answers to their Qs do the reassuring.

If they’re worried your offer won’t work, explain how it works. 

If they’ve had a bad experience before, show them how your process is different. 

If they’re nervous about results, share a client testimonial that speaks directly to that concern.

That’s how Instagram DM sales should feel.

Not pushy or manipulative. And definitely not like you’re trying to wear them down until they cave.

Just a real conversation where someone has concerns, and you help them feel confident moving forward if it’s right for them.

➡️ Want to learn more about how to use client testimonials to turn your leads into paying clients? Check out my Testimonials That Sell mini course!

Step 3: REITERATE Their Goals to Close Instagram DM Sales

Now we’re at the final step of my Instagram DM Sales Chat Framework: reiterate.

This happens near the end of your Instagram DM conversation. You’ve already uncovered their goal, answered their questions, and reassured any concerns. 

Now it’s time to bring the conversation back to why they reached out in the first place.

At the beginning of the chat, you restated their goal in YOUR words to make sure you understood them. 

At the end, you reiterate it in THEIR words so they remember exactly what they came for.

That might sound like: “You told me you’re tired of posting randomly, want a clear strategy, and want content that actually brings in leads. Here’s why Magic Marketing Machine can help ….”

Instead of overwhelming them with every bonus, feature, and shiny thing inside your offer, keep the focus on the result they said they wanted most. Show them how your offer helps solve the specific problem that they need solved.

This is part of what makes Instagram DM sales feel natural instead of awkward. You’re not info dumping every feature of your offer onto them. You’re connecting the dots between their goal and your solution.

Finally, invite the sale clearly and simply:

“Does that feel like the right next step for you? Want me to send over the link to sign up?”

That little permission-based close feels a whole lot better than tossing the link to a checkout page at someone before they’ve said yes.

The Sales Mindset Shift That Makes Instagram DM Selling Easier

By now, you’ve probably realized that successful Instagram DM sales have very little to do with having the perfect script or following every piece of selling advice you’ve ever received to a T. 

It’s not about challenging objections and convincing leads that they NEED your offer. It’s about opening the floor for honest conversations that let people feel seen, understood, and supported. 

And all of that only works when you shift into the mindset that selling is serving. 

Remember: selling is not about you. 

If you’re going into a DM selling conversation only thinking about the potential payday you’ll get, your lead is going to FEEL that energy coming through. 

Selling to them is going to feel gross and pushy. Because of that, your lead won’t feel safe and comfortable buying from you. 

But when you truly believe your offer can help, selling that offer to them BECOMES the best way to serve them. 

It’s not being pushy or manipulative. It’s helpful. 

They haven’t gotten the results they want on their own yet, so you’re showing them how working with you is their journey to get there. 

That also means realizing that not every lead is meant to become a client.

Sometimes, the most powerful thing you can do in an Instagram DM sales conversation is recognize when your offer is not the right fit. And when that happens, don’t try to fit a square peg into a round hole. 

Just be honest. People remember that kind of integrity. 

Your job is clarity, NOT convincing. 

When you focus on helping the right people make the right decision, selling feels lighter, easier, and a whole lot more human. 🫶🏻

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If sales calls have ever made you freeze, ramble, or completely forget how words work entirely the moment your Zoom call opens, learning how to sell through Instagram DMs might be your new favourite move. 

Instagram DMs give you time to think, respond with intention, and have that honest back-and-forth banter that gets down to the bottom of what your leads really want. 

So, you can forget the pressure and awkward sales scripts and celebrate not having to panic-sweat through your pitch. 🙌🏻

And when you pair those DM sales conversations with content that attracts the right leads in the first place? That’s where things really start to get fun. 💃

In Magic Marketing Machine, I teach service-based business owners how to get clients through Instagram with a proven content strategy and sales techniques that won’t leave you feeling like you need to shower afterward.  

Ready to turn your business into a magic marketing machine?

Watch my FREE Instagram Marketing training to learn more and enroll in MMM!