Most sales reps aren’t failing because they’re not working hard enough. They’re failing because they’re working in the wrong direction on LinkedIn. Great intentions, bad execution.

Here’s a breakdown of the 21 most common mistakes I see and what to do instead.

1. Pitching in the connection request or first message

Why it’s a mistake: It feels like a bait and switch. Trust hasn’t been earned.

Fix it: Connect around shared interests or mutual connections. Lead with relevance, not a request.

2. Using a resume-style profile instead of a value-driven one

Why it’s a mistake: Your profile reads like a job application, not a resource for your buyers.

Fix it: Make your profile about them. Show who you help, how you help, and the value they can expect.

3. Posting without engaging with others’ content

Why it’s a mistake: You’re broadcasting, not building relationships.

Fix it: Comment, react, and message people around their posts. Engagement earns visibility and trust.

4. Ignoring your...