How to Sell in the DMs Without Sounding Like a Scammer

In the Nigerian digital marketplace of 2025, the Direct Message (DM) is the new storefront. It is where relationships are built and transactions are initiated. However, it is also a landscape fraught with suspicion. For every legitimate business owner, there are numerous fraudulent actors, forcing potential customers to be on high alert. This creates a difficult challenge for genuine entrepreneurs: how does one conduct commerce in a space where every sales approach is immediately scrutinized?

This article will not teach you high-pressure sales tactics. Instead, it will provide a professional, trust-based playbook for selling in the DMs, enabling you to build a credible business and convert conversations into customers, ethically and effectively.

The "Permission to Pitch" Principle: Earning Your Invitation to the DM

The fundamental difference between a professional and a spammer lies in one word: permission. Unsolicited, cold sales pitches are the primary source of user frustration and suspicion. To sell legitimately, you must first earn the right to the conversation. The most successful DM sales are not cold intrusions, but warm, invited follow-ups.

You can earn this "invitation" in several ways:

When a user messages you first with a question or comment.
By following up on a public comment they made on your post (e.g., "I'd like to know more about this").
By responding to their interaction with a feature like an Instagram Story poll or quiz (e.g., they voted "Yes" on a poll asking, "Are you interested in improving your graphic design skills?").

Approaching the DM with a clear, pre-established reason for the interaction immediately reframes your message from an interruption to a welcome and helpful dialogue.

Anatomy of a Scammer's DM: 5 Red Flags You Must Actively Avoid

To be perceived as legitimate, you must understand what triggers suspicion. Based on widespread user experience and analysis of digital fraud in Nigeria, certain communication patterns are immediate red flags. You must actively avoid them.

The Generic "Hello Dear" Opener: This impersonal greeting is the hallmark of a spam message. It signals that the message is a copy-pasted script sent to hundreds of people.
Vague Promises of Huge, Fast Returns: Phrases like "Invest ₦50k and get ₦150k in 3 hours" are not just unprofessional; they are the primary indicator of a financial scam.
Creating Fake, High-Pressure Urgency: Using aggressive countdowns or threatening that an offer will disappear in minutes is a manipulation tactic.
Poor Grammar and Unprofessional Language: While occasional typos happen, messages filled with grammatical errors and slang communicate a lack of seriousness and credibility.
Immediately Demanding a WhatsApp Number: Pushing to move the conversation to a more private channel without first providing value is a suspicious tactic.

The "3P" Opening Line: A Framework for Your First Message

Your first message sets the entire tone of the interaction. Instead of a generic opening, use the "3P" framework to craft a message that is respectful, relevant, and professional.

Personalized: Reference the specific reason you're messaging. Show you are messaging them for a reason.
Example: "Hi Tola, I saw your question on my post about Canva..."
Purposeful: State your intention clearly and helpfully. Let them know why you are in their inbox.
Example: "...and I wanted to share a quick tip that might help you."
Professional: Ensure your message is well-written. Use AI tools like Grammarly or Google Gemini to proofread messages for a polished tone.

Need Help Crafting Your Message?

If you require personalized coaching on how to structure these value-led conversations for your industry, our Digital Trust Advisors are available for a private consultation via the live chat on this page. They can help you develop scripts that convert.

From Chat to Consultation: Guiding the Conversation with Value

Once the conversation has begun, resist the urge to immediately pitch your product. Your immediate goal is to transition the chat into a mini-consultation. This is achieved by asking intelligent questions and providing value upfront. Focus on diagnosing their need before you prescribe your solution.

Ask open-ended questions like, "What is the biggest challenge you are currently facing with X?" or "What outcome are you hoping to achieve?" Based on their answer, provide a piece of "free value." This could be a quick, actionable tip, a link to a helpful article, or a valuable perspective on their problem. When a potential customer receives genuine help from you for free, their trust in you deepens, and they become significantly more receptive to a paid offer later.

The "Legitimacy Stack": Your Anti-Scammer Toolkit

In the Nigerian market, you must be prepared to prove your legitimacy. Your "Legitimacy Stack" is a checklist of assets and tools that demonstrate you are a real, professional, and trustworthy business.

A Professional Payment Link: This is non-negotiable. Use a trusted gateway like Paystack or Selar.co. Sending a personal bank account number is a major red flag.
A Clear Digital Footprint: A well-updated LinkedIn profile or professional Facebook page shows you have history.
An Accessible Portfolio: Have a link ready. This can be a folder on Google Drive or a one-page PDF designed on Canva.
Visible Social Proof: Maintain a saved Instagram Story Highlight with screenshots of positive client feedback.

The Transparency Play: Answering "How Much?" Without Freezing

The question about price is a critical juncture. How you answer it reveals your level of confidence and professionalism. Do not simply state a number. Frame the price in the context of value and the solution it provides for their specific problem.

Recommended Script: "The investment for this service package is ₦75,000. This includes [Deliverable 1], [Deliverable 2], and [Key Outcome they will achieve]. Based on our conversation, does this sound like it aligns with the solution you're looking for?"

Conclusion: Sell Like a Doctor, Not a Hawker

To succeed in the DMs in 2025, you must adopt the right philosophy. A street hawker shouts their product at everyone who passes by, hoping someone will buy. A doctor, however, first asks questions, listens, and diagnoses a specific problem before prescribing a specific solution.

Be the doctor. Build your business on a foundation of permission, value, professionalism, and transparency. Every DM is an opportunity to diagnose a problem and build trust. When you do this consistently, you will not only make sales, but you will also build a sterling reputation that attracts customers to you.

Your Professional Action Plan

Do not try to implement everything at once. Focus on strengthening your foundation this week with these three steps.

1. AUDIT:
Review your online presence against the "Legitimacy Stack" checklist. Is your social proof visible? Do you have a portfolio link ready? Fix one thing on that list this week.

2. PREPARE:
Go to Paystack or Selar.co and create a free account. Learn how to generate a payment link. Having this ready will give you immense confidence.

3. PRACTICE:
Find one recent comment or inquiry in your inbox. Use the "3P" framework to draft a professional, personalized opening line. Your goal is not to sell, just to practice initiating a conversation correctly.

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