Richard Moore

Sorry, LinkedIn guru. There are no hacks to get clients

but there are processes. Here's mine:

1. Think about a blindspot your customers have
2. Show them in your content that you can navigate it
3. When your audience finds it valuable ask them why
4. That answer is a hint of what they need help with
5. Ask them what they have done to try to fix it
6. When they share, offer to explore it further
7. Those who accept see you as "their expert"
8. Take them to the call
9. Listen
10. Prescribe
11. Close
12. Care

Hope is not a strategy.
Popularity is not a strategy.
Getting followers is not a strategy.

Having a sales process is a strategy.

--
👀Announcing an Art of Sell in-person event in London very soon!
Save the date: 29 October

#RichTips

This year my LinkedIn reach dropped over 50%
This year was also my biggest for revenue

Here's why:

1. Tactical relevancy
The change in reach represented more of the right people seeing me
And far less of the wrong people
Essentially, my impressions became more targeted
Lower overall number; higher % relevant people
Yes please! I don't need more of the wrong people (and neither do you)
So I ensured I was very clear about what I do and for whom in my content

2. Intentional networking
I don't care about follower count. But I do care about accuracy in who is connected to me.
So, I'm incredibly fussy with accepting connection requests (unless you're aligned, you're declined)
And each day I actively add people who might be buyers or are in their ecosystem
Knowing that if we connect and share a DM or two they'll see my content, means I just need to consistently do this daily.
It truly worked. I've noticed those in orbit around me have levelled up considerably

3. Positioning and optics
While the "hacks", AI doom vibes and templates were increasing, I leant hard into my insights and lived experiences, in content
The result was more of the right people saw me as experienced in the thing rather than just some popular account chasing "love this" comments or "this hits hard" AI accounts
Because I know deep down that being popular but posting little of substance wears thin fast, for senior decision makers
They want to be stimulated, not be spammed by dopamine hits
Stay in lane - be the leader they want to read

The outcomes of these three things?
↳ More of the right people
↳ Seeing me in the right way
↳ Compelled to engage with me

Do the same yourself:
- In 2026, dare to be okay with lower reach
- Because instead, you're going to embrace being a conversation starter
- Thought leaders don't post templated platitudes
- They start conversations that initiate discussion

The short version:
Do it the right way (you know it deep down)
If you think this is a popularity contest you're missing the point
Be the person that ideal buyers want to be around

Thank you, LinkedIn, for making such good changes to the algo this year.
We never needed more impressions.
We only ever needed more of the right people.

The rest is down to us: say the right things to them and they'll step forward.

What are you changing in 2026 on LinkedIn?

--
PS yes, this is an unpopular opinion. Because for most, they're used to having more impressions and believe that more views directly means more $.
It never did.
It's only what you do with the impressions that matters.
I have millionaire coaches as clients, who never go viral.
That should tell you all you need to know.

#RichTips

Let's address an absurd nobility on LinkedIn:

It's not the "classy" move many claim it to be

People act like waiting is integrity
Like reaching out is beneath them
Like the best professionals shouldn't have to ask

Let's be more honest:
you're terrified of being "that person"

↳ The one who follows up too soon
↳ The one sliding into DMs with a pitch
↳ The needy one who can't take a hint

So you wait

You tell yourself you're being respectful
Strategic
Or even that you're playing the long game

Except,

what you're really doing is hoping they'll come to you so you don't have to feel uncomfortable.

You've dressed up your fear as standards
Convinced yourself that silence is sophistication

And while you're sitting there being noble about it,
someone else just reached out.

- They asked
- They got the meeting
- They're eating your breakfast

There are no medals given for sitting back.
No one hands out prizes for being too polite to make a move.

The people closing deals know this
they ask because:

↳ they know permission isn't coming
↳ and the door doesn't open itself

Have you been avoiding reaching out because some "experts" told you it's the classy thing to do?

Fortune favours the action takers

---
PS The best deals close because someone wasn't too noble to start the conversation.

But what's the next step after reaching out?
Click my first featured link here → Richard Moore to see how I convert on the first call.

#RichTips

You're not selling the thing
You're selling the experience after

When you realise buyers need this,
it becomes clear:
- Closing the deal
- The product features
- The package you made for them

Just doesn't matter nearly as much.

Here's why:
Buyers are interested in the experience they will get *after* the sale

It's the moment when they unbox their new toy
It's the first session with you training them
It's the changes they'll make in their life

Danilo McGarry and I went really deep on this for a couple of hours on his podcast recently.

For more on
My response to "sell this bottle of water to me"
AI in sales - automation, chatbots and jobs
Volume vs competence in selling

And a stack more, deeper, philosophical and existential discussion, check out the It's All About AI podcast.

Link in the comments below

What's the experience your buyers get?

--
I train founders, coaches and consultants in the psychology of high-trust deal-making and sales.
Have a look in my featured links here for more → Richard Moore

#RichTips

15 years ago: I took weeks to close sales
Now: they say yes on the first call

Here's how it used to go...
(and it's scary how many still do it)

The call would end like this:
- We had connected well
- They understood the offer
- I explained how I could fix things

But then,
- There would be a proposal sent
- They would have to go think about it
- There would be a follow up call booked

Here's the truth. Say it with me:
Time. Kills. Interest.

and again, so you don't forget:
Time. Kills. Interest.

And, so does giving them more things to do.

So let's fix this.

I've recently recorded 4 videos for you.

If you’re getting calls with your ideal prospects, but struggling to seal the deal, then this is what you need.

And I'm giving it to you for free.

Because if more of you close sales,

some of you might invest it in my paid options.

So, I'll teach you to:
- Pre-qualify and filter your prospects effectively
- Present your offers in the only way you should
- Guide prospects confidently towards a decision
- Position yourself as the expert they need

All in ways that move the prospect to buy right there on the first call.

These are the exact things I've taught hundreds of consultants, coaches and founders.

They're yours for free. Go to the 2nd featured link on my profile to watch them here → Richard Moore

Do you send out proposals by default?

--
Who am I?
I teach you how to convert on LinkedIn rather than how to get more reach and followers. Because client acquisition is what we're actually here for.

#RichTips

What do I have in common with Benjamin Franklin?

Apparently, the same approach to sales calls
He just got there 300 years before me
You see, in 1736, Benjamin Franklin won over his harshest critic by asking to borrow a book

- He didn't try to convince the man he was wrong
- He just asked for a favour

And the man who couldn't stand Franklin started treating him as a friend

In 1969,
researchers Jecker and Landy
studied why this works and gave it a name:
↳ the Ben Franklin Effect

When someone does you a favour,
their brain justifies it by deciding they must like you

The act of helping literally rewires how they feel about you

I've been using this on calls for 23+ years

I'll admit, I resisted this for a long time

(My corporate brain kept telling me I had to earn the room by proving I was the smartest person in it. I had a lot of unlearning cut out for me)

But the best calls I've ever had are the ones where I said the least and asked the most
↳ "Can you help me understand what's not working right now?"
↳ "How do you see it from your end?"
↳ "What would the ideal outcome look like from your side?"

Every time you ask someone

to share,
to elaborate,
to give you their view

they're investing in the conversation

And the more they invest,
the harder it becomes to walk away

What's the last question you asked a prospect that made them really open up?

--
PS I train founders in the psychology of high-trust deal-making and sales

If you want to go deeper on this, I've put together 4 free videos on how I close on the first call

Find them in the first featured link on my profile

#RichTips

I just built your next 3 hours of training.

(And it's been voted best out of 100 sessions)

From Deloitte to IBM, I've learnt from every deal
But that’s not enough. So I built Art of Sell.

Now, every week I get to learn from the best
And I want to share some of that with you.

For 72 hrs I’m giving you 3 of our masterclasses for FREE
And none of them are mine!

Instead, they’re superstars in their spaces:
Chris Do
Maya Raichoora
Tim Thompson

The community selected these out of over 100 sessions
Because they had the most impact on them

Here’s how to get access:
1. Like this post
2. Comment "TRAINING"
3. Connect so I can DM access to you

So what’s covered by each of them?
Here’s what’s waiting for you:

1.  A Q&A with Chris Do on owning the dealmaking moment
2.  Maya Raichoora’s masterclass on thinking like the 1%
3.  Tim Thompson’s insane session on the truth about sales

Over 300 people are in the community and these masterclasses have been blowing minds.

Now you get to watch them free.

Let's stop learning from gurus with no experience,
1. Like this post
2. Comment "TRAINING"
3. Connect so I can DM access to you

PS There's a bonus for those that share a little feedback, inside.
You’ll know what I mean when you see it!

These three sessions were unreal for me to host.
Now you get to enjoy them too.

--
PS this week there are two more favourites:
Yesterday's workshop leader Capgemini and KPMG as her clients
Tomorrow's worked with XBox, MSN and Skype
If you're a member, see you in there!

#RichTips

90% of all closed deals require some form of follow-up


So the deals you think went cold?
↳ You didn't lose most of them
↳ You just stopped chasing

This came up in our Art of Sell AMA recently

Someone asked a great question: what do you do when you've followed up and heard nothing back?

Now most of the people I work with already follow up
The follow-up isn't the problem

How they word it is

You're experienced
You're capable
And you send something like this:

↳ "So sorry to chase!"
↳ "Just circling back on the below"
↳ "No worries at all if now's not a good time"

It feels like the respectful, grown-up thing to do

But read it back from the buyer's side

Every one of those lines tells them you rank below them and they're welcome to ignore you.

So they do.

Exactly as instructed.

↳ "No worries if not" is the worst of the lot
↳ You've handed them the excuse before they've even read the question

And when it goes quiet, you assume they've gone cold

But they're just waiting for you to say something worth replying to.

So, here's what actually works:

↳ Write the way you would to someone on your own team
↳ You would never say sorry for chasing an answer in that context
↳ That team member assumes the conversation is still open, because as far as they're concerned, it is

So the next day you send:

"Hi Richard. What do you think on the above?"

Done.

A direct question
no apology wrapped around it
and your reply becomes the obvious next step

And if they came to you first, you can be blunter still:

"Hi Richard. When we first spoke you were keen to sort out [X]. What would you like to do?"

Nowhere to hide; just answering the question

The more you dance around and keep it fluffy, the further down their list you slide

So be a bit curt with them

I know it feels wrong. But the context needs it
Because the buyer takes their cue from you

Carry on like it's a normal exchange worth two minutes of their time, and they tend to agree

What's the last follow-up line you used? ↴

I'll tell you what it's telling the buyer.

--
PS My Fundamentals of Sales course is now LIVE!
8 x modules covering my philosophy on everything from mindset to pitching to negotiation and closing
Get it free here: https://lnkd.in/ehxSnCgE

#RichTips

There are 5 steps between a post and a paying client

Most people obsess over step 1 (content) and completely ignore steps 3, 4 and 5

Which is why they're not getting deals.

Look, everyone else thinks posting = business

Posting gets you attention
But attention without conversion validates nothing

Here's the bit that actually converts:

Step 1: Attract
↳ Your content does its job
↳ People stop scrolling
↳ They read

We're getting started

Step 2: Engage
↳ They comment, they like, they follow
↳ You're building familiarity. Still not money

This is where most "sales advice" stops on LinkedIn

Step 3: Warm
↳ Now we're getting closer to what separates people who make money
↳ from people who just "create content"

You need to isolate what they did

- Did they like your post?
- View your profile?
- Follow you?

Acknowledge that thing
Then progress the conversation

Not "hey, saw you followed me, want to buy?"

Instead: "Hey, I saw you checked out my profile. Was there anything in particular that caught your eye?"

Low pressure

You're looking for cues

↳ A struggle they mention
↳ A compliment
↳ Detail in their answer
↳ Effusiveness

Step 4: Convert
↳ Once they open up about their frustration,
↳ you've now earned the right to suggest a call

"Look, that's the bit I do really well. I've got a few minutes at this time today if you're free. Shall we explore how it would look if I helped you with this?"

Notice:
- "Shall we explore"
- not "I'd love to have a call"

It's low pressure. It's about them.

Step 5: Close
↳ On the call, you're not pitching
↳ You're prescribing
↳ Like a doctor

You lead the call
You ask questions
You isolate their need

Then you tell them what they need.

↳ Not "here are three options, which do you prefer?"
↳ But "here's what you need"

You're the authority
They came to you
They're already emotionally sold

They just need to feel you're right

Most people only get to step 2 and wonder why their DMs are still empty.

Masterclass complete.

Are you following all the 5 steps yet?

---
PS: The nuances of getting this right are covered in my LinkedIn Client Accelerator.
Over 250 founders like you are in there and collectively we've made millions through LinkedIn by understanding this system and the elements within it.
DM 'LCA' and I'll share what the members learn in the group.

#RichTips

I'm officially a grandad!!!


Well, on LinkedIn

Since I've been active here for almost 8 years it technically makes me a grandad at this, does it not?

(Waiting for the comment grinders to congratulate me on this post because they never read past the hook)

Right, so here's why I'm bringing this up

I keep hearing people say they feel like they've missed the window on LinkedIn

"Everyone's already ahead of me"
"It's too saturated"
"I should have started years ago"

And look, I get why it feels that way

Especially if you've left corporate and you're watching people half your age with twice your following and a fraction of your experience.

That stings a bit
I felt it too when I started

But you're still early. And I mean that.

Three things have changed this year that are working in your favour:

1. AI collapsed the playing field

↳ Everyone's content looks the same now
↳ Same hooks, same structure, same "value"

Which means the people who can share lived experience from real deals, real calls and real patterns have a bigger advantage than ever

And that advantage is growing

2. LinkedIn is actively killing surface-level content

They told me this directly

↳ The algorithm is moving away from viral templates and toward depth
↳ The kind of content you should be writing as someone with 15 or 20 years of real experience?
↳ That's exactly what the platform is starting to reward

3.. Most people are still doing it completely wrong

- Grinding comments for hours
- Chasing impressions
- Posting things that look good but say nothing

The bar for doing this well is still remarkably low

I remember when I started in 2018 and everyone was already talking about how saturated LinkedIn was by the end of the year

That was 8 years ago

And every year since, the opportunity has got bigger for people who do it properly

So if you're sitting there thinking you've missed it, you haven't. The people who started 3 years ago felt late then too

Stop comparing your month 3 to someone else's year 7

And start

What makes you feel like you're late on LinkedIn?

--
PS If you've got the experience but not the process, 252 businesses in my Accelerator would tell you that's the most fixable bit
DM me 'Accelerator' for more details

PPS if you need the stat, c.1% of users on LinkedIn post content. There - you're still early!

#RichTips

Your LinkedIn network isn't converting and I have a number that explains why

A primatologist discovered it in 1992

(And before you ask ChatGPT what a primatologist is: its someone who studies primates. There, I just saved the planet some water!)

His name was Robin Dunbar

He spent years studying primate brains to answer one question:
↳ how many real relationships can a human actually maintain?

The answer was 150

That's it
↳ 150 people your brain can genuinely know, trust and keep track of
↳ Everything beyond that is a name you recognise but don't really have a relationship with

Now look at your LinkedIn

You might have 5,000 connections
Maybe 10,000
Maybe more

But:

- How many of them could you message right now and get a genuine reply?
- How many of them actually know what you do?
- How many of them would hire you?

If you're honest, the number is probably closer to Dunbar's than you'd like

And that's fine

Because it means the game was never about growing your network

↳ It was about being intentional with the 150 who matter
↳ And within that 150, the 50 who could actually become clients

I've had over 100,000 followers for a while now
And I write for about 50 of them

The rest are welcome to read along

But the content is built for a very specific group of people and I know exactly who they are

(I tried writing for everyone once. The engagement went up and the revenue went sideways. Learnt that lesson fast and how)

I'd rather have a small, tight orbit of the right people than a massive audience of the wrong ones.

How intentional are you being about your 150?

---
📌PS I'll be LIVE on 27 May to share how you can convert your 150 on LinkedIn in 2026.

Register for the masterclass here:
https://lnkd.in/eit-AyFv

#RichTips

Winners are rare. I'll tell you why:

11 years ago I started 2 taekwondo academies.
(you know, to stay busy between clients)

I'd been practising the art for nine years before that and qualified as an instructor.

And I learned an incredible amount when I ran these schools:
1. Discipline and precision makes greatness
2. It's a honour to take students from white to black belt
3. You need to train a winner's mentality to perform at competition level

But I also uncovered something I still use today:

Being around winners impacts you positively.

"Winners".

Let's define that, so we're clear.

It's not 'looking successful' that makes you a winner.
Nor is it saying you're going to do something ambitious.

Instead, it's about doing it for yourself
Following-through on your goals
And maintaining excellence, even when nobody's watching

That last point is who I try to be around.

Pretending is easy.
You see it here in your feed all the time.
But it's obvious after a while the depth is missing.

Instead, true winners aren't in it for external validation;
They do it because it's all they know.

↳ The more I allow these people in
↳ And stay clear from the pretenders,
↳ The more I stay in my best zone.

But there's one truth about finding such people:
They're incredibly rare.

They aren't the majority.

You may only know a few.
And if you think you know loads, you're likely to be mistaken.

Being around winners is what helps maintain your excellence.
In fact, it helps you be better.

Choose the company you keep wisely
It impacts your own world more than you know

Who is a winner you know is legitimate?*

--
*Asking this because I know AI comments won't be able to answer it!
I keep catching it out😉

📸 Pic is from eight years back at a national tournament.
And yes, we always came back with trophies.
Can you spot the proud instructor?

#RichTips

I get asked how I get public speaking gigs.

Do these 4 things and you'll get them too:

1. Be great at a thing and show it:
I'm not a speaker by profession.
I just get paid to speak about the thing I'm really good at.
Speaking for the sake of it, rather than about a space you know intimately won't attract so many people.

↳ Remember: you're going to be a reflection of the organiser.
↳ They want to look good with the best people at their events.
↳ So they need you to be able to know your craft and deliver it like a superhero.

2. Actually attend events:
"But, Richard! Can't I just stay home and manifest it?"
Look, if you meet organisers at events, they see what you're really like.
And people "buy" from people that they like.

↳ Simply put, when you meet and connect with the right person them, you'll be in their head
↳ And, attending events shows you what's possible - all a speaker is, is someone bold enough to stand on stage; many of them are truly dreadful!
↳ So, maybe you could do better? So go tell the organiser for next time (but put it nicely!)

3. Invisible selling:
Sounds cool, right?
It is.
Invisible selling is subtly saying or doing things that plant seeds in organisers' minds that you're someone they might need.
But without saying or doing it explicitly.
How do you do it?
Here's a simple way: add a photo of you in action.

↳ The pic on this post isn't me pouting, Instagram-style with a latte, pretending to have a perfect life.
↳ Because that won't make people think "omg, I HAVE to hire him!"
↳ Instead, add context: see, I'm actually doing the thing I want people to hire me for (in this case, I was giving a lecture in Valencia to a cohort of ad agency execs)
↳ "Oh but I've not spoken at any events😢" is your response? I've got you: See #4

4. Go do it yourself:
The best way to guarantee you'll speak at an event is to organise it yourself.
(You're nervous now, aren't you?)
Back in 2018 I did this and since then, I've organised over 50 international events of my own (all for charity), each with photographers.

↳ When you run an event you're the host
↳ And sure, maybe be the keynote too
↳ Then, grab a photographer and you're away!
↳ It's really not hard; your mind is just telling you it is.

As a result of running my events you can imagine I have plenty of people in the audience asking me to speak at theirs too.

And yes, this is also invisible selling but to your audience.

Which one of the above will you try out?

--
PS: Want me to speak at your next event?
I'm full for 2025 but already taking bookings for Q1 / Q2 '26
DM me with your pitch.

#RichTips

Easily a top 5 question I'm asked about LinkedIn is:


"Should I use Sales Navigator, Richard?"
And followed by: "also, how do you use it and what for?"

But here's the thing: I'm not an expert on Sales Navigator

and so when the members of Art of Sell ask for help with this, I needed to find an expert.

Someone who could speak on this topic. 
A genuine expert (not just an enthusiast)

But who?

If I dare ask for speakers to step forward, how am I going to get someone who truly knows every part of Sales Nav?

Also can you imagine the DMs if I did that post?!🫣

Well there's an easy solution.
Have you guessed it yet?

Yep, we get LinkedIn themselves to come and do a talk about how to use Sales Navigator to sell

AND we give it to you for free
AND we allow you to ask them your questions

Sounds like a solution to me!

Here's how we'll structure it:
1. 30 minutes for those who have never SN and haven't got a clue
2. 30 minutes for everyone (the newbies and the experienced)
3. A live Q&A with LinkedIn too*

We will be live with LinkedIn in the Art of Sell on 14th of May.
Here is your free link to join:
https://lnkd.in/edD5YDez

--
*no, you can't ask them about the algorithm🙄

#RichTips