How to Network on LinkedIn: Building Real Relationships Without the Sales Pitch

(4 minute read)

Can You Relate to This?

You get a connection request, and minutes later, you’re hit with a direct message.

At first, you're excited. A new connection! They ask how you're doing and what you do, but just as soon as the conversation has started, it quickly shifts into a sales pitch for their service. You feel used, unseen, and certain they aren’t really interested in you or your business—they're just rushing to get to the part where they can pitch slap you with an offer or sale. It feels transactional, impersonal. Icky. You're not important as a person.

You’re just another deal in their pipeline.

In fact, this is one of the most common complaints I hear from people who avoid LinkedIn. They hate that cold, salesy approach and don’t want to deal with it. And they most certainly don't want to be guilty of committing this sales 'crime'!

But, on the flip side, I’ve also experienced connections that handle networking entirely differently.

Not too long ago, someone reached out after leaving a thoughtful comment on one of my posts. They asked a real question about a challenge I mentioned, and we started chatting about our shared experiences in the industry.

They even shared a helpful resource—without expecting anything in return. Over time, we built rapport, and when I needed their expertise, I turned to them. It didn’t feel like a pitch; it felt like a real connection.

The Big Difference?

One person was focused on selling right away, while the other took the time to build trust and offer value first. And that’s the key to effective LinkedIn networking—it’s about creating real relationships, not chasing immediate gain.

I've used LinkedIn for more than a decade to build meaningful connections, drive millions in revenue, and strengthen my personal brand. If you're tired of feeling like LinkedIn is just a platform for cold sales, here are some simple but powerful tips to help you network more effectively.

How to Network on LinkedIn (Without Sounding Salesy)

Engage Thoughtfully in the Comments

Skip the generic “Great post!” comments that make you look like a bot. Instead, add something meaningful. Share a new perspective, ask a follow-up question, or provide a useful insight based on something you may have learned in the past. The goal is to show you’re engaged and can bring value to the conversation. This approach not only builds relationships but also brings attention to your profile.

Personalize Your Connection Requests

When sending a connection request, make it about them. Mention a post or piece of content that resonated with you. Something as simple as, “I enjoyed your post on [topic]—it gave me a fresh perspective on [subject] because [why you relate to that topic/challenge it helped you overcome],” can make a real impact.

Be a Resource, Not a Salesperson

Whenever someone asks for advice or recommendations in your network, step in if you can help. Offering genuine help without trying to sell shows people you care and positions you as an expert. From my personal experience, I've always found that people remember when someone in their network helps with no strings attached.

Share Content That Helps Others

Useful content is content that serves your audience, not yourself. Instead of just posting about your services, share insights, tips, and tools that can help your network solve their own problems. Being helpful and informative builds goodwill and makes people want to engage with you more.

Follow Up—Without the Pitch

After connecting with someone new, send a quick follow-up that acknowledges the connection—without any sales pitch. For example, “Thanks for connecting! Looking forward to following your posts on [topic]” is simple, to the point, and doesn’t feel pushy.

Show Interest in Their Work

Before you dive into sharing what you do, take a genuine interest in the work of others. Comment on their achievements, congratulate them on new roles, and engage with their posts. This helps build a natural relationship instead of making it seem like you're only interested in selling something.

Ask Yourself:

Am I connecting just to grow my follower count, or am I truly adding value to conversations?
How can I focus more on helping others in my network before I start thinking about what I want?
What can I share or comment on that will benefit the connection and their audience?

Get Creative With Your Networking

If you want to build real relationships on LinkedIn, try these less common approaches:

Join Niche LinkedIn Groups

Most people overlook LinkedIn Groups, but they can be a hidden gem for networking. By participating in conversations, answering questions, and offering valuable insights, you position yourself as an expert and naturally build relationships in these smaller, more focused communities.

Host a Micro-Event

Try hosting a quick LinkedIn Live session or virtual coffee chat around a relevant industry topic. Invite your network to join and encourage them to share it with others. It’s a great way to become a connector, demonstrate leadership, and build relationships in a more personal setting.

Celebrate Other People’s Wins

Don’t just focus on your own successes. Take time to highlight and celebrate the achievements of others in your network. A public recognition post or a thoughtful congratulations can build goodwill and make people more likely to engage with you.

Why This Matters for Your Personal Brand

Building genuine relationships doesn’t just feel better—it strengthens your personal brand. People trust those who listen, engage meaningfully, and offer value first. When you prioritize helping others over pitching yourself, you’re seen as a trustworthy authority in your field, and that's critical if you want partners and prospects to choose to do business with you.

The more you focus on serving your network instead of just closing the sale, the more opportunities will come your way—whether it's consulting gigs, speaking engagements, or business partnerships.

Building trust and authority is the foundation of any strong personal brand, and it all starts with how you approach networking. So, how are you approaching LinkedIn? Are you rushing to sell, or taking the time to build real relationships that will last?

I've used content and social media to drive millions in inbound pipeline with my agency for over a decade. Now, I coach founders and business owners how to do it for themselves. If you want to learn more, just reply to this email. If you're ready to get help, book an 'Ask Me Anything' Power Hour and help me give back to charities that support female entrepreneurship and empowerment.

Cheers,

Cassandra

Find me on X, LinkedIn, Instagram

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How to Network on LinkedIn: Building Real Relationships Without the Sales Pitch