How I Closed $1 Million in Sales on LinkedIn: The Full System Revealed
In the final installment of the Push Reset to 2020 series, Mary Burhani, founder of Mary Consulting Services, delivered a masterclass on closing sales through LinkedIn that was packed with real-world strategies, personal case studies, and tools that every business professional should be using.
This wasn’t just another sales talk. It was a full blueprint on how to use LinkedIn to build relationships, generate leads, and close serious business deals.
Mary, a seasoned sales and social media strategist, shared how she overcame the challenge of accessing decision-makers at large companies by leveraging the power of LinkedIn. Since 2016, her methods have helped her close over $1 million in sales with clients including Popchips, Pacific Premier Bank, and the Girl Scouts of San Diego.
Here’s a deep dive into Mary’s proven LinkedIn strategy:
Start with the Basics: The 5-Step B2B LinkedIn Strategy
Mary kicked off the session by recapping the five foundational steps she outlined in earlier webinars:
Set a Clear Goal – Know exactly what you want from LinkedIn, whether it’s sales, networking, or job opportunities.
Optimize Your LinkedIn Profile – This includes using tools like Canva to design banners that reflect your brand and list contact info like your email or website right at the top.
Connect Strategically – Build your network by connecting with as many relevant people as possible.
Engage with Purpose – Comment on posts, reply to messages, and most importantly, create consistent content.
Build Relationships Before Selling – Approach your connections like people, not transactions.
Automation Tools and Software That Work
Mary shared how she uses automation to streamline prospecting and engagement:
Connected App to send automated yet personalized messages
ZoomInfo and Seamless.AI to find quality leads and export them to CRM platforms
Sales Navigator for targeting by geography, industry, and seniority, with bonus features like job change alerts
CRM Integration with LinkedIn so all activity and follow-ups are tracked
InMail for messaging 2nd and 3rd degree connections
The point is not to spam, but to scale outreach without losing authenticity.
Content Is King: Building Your Brand Through Posts
Mary’s biggest takeaway? The wins didn’t happen overnight. She shared several stories that underscored the importance of persistence and relationship-building:
CIO at Crow Holdings: Mary nurtured this lead for three years before closing the deal. Her persistence included flying out to Dallas, aligning meetings around a personal trip, and coming prepared with technical support.
CEO of Endeavor Bank: A shared interest in craft beer led to a real-world connection and eventual opportunity.
CIO of Pacific Premier Bank: After noticing his job change via Sales Navigator, Mary reconnected and closed multiple projects through that single contact.
PIH Health and Allscripts: Even when the CIO went cold, Mary stayed patient and three months later received a direct message for a new project.
The recurring theme was this: show up, follow up, and keep providing value even when you don’t immediately see a return.
Using Life Milestones as Sales Touchpoints
One of Mary’s most unique tips was utilizing life milestones like birthdays and job anniversaries on LinkedIn. Adding your birthdate to your profile opens up more engagement opportunities.
These personal touchpoints allow for genuine conversations that can be leveraged later for business.
Mary shared that she often received birthday messages from her network, used those moments to reintroduce herself, and found them to be excellent entry points for future opportunities.
Avoid the Hard Sell
A key takeaway from the webinar was the importance of leading with value and curiosity—not a sales pitch.
Instead of sending generic cold messages, Mary sends personalized greetings and begins a conversation around shared interests or professional background. Only once rapport is built does she explore business possibilities.
Customizing Your Messaging Cadence
Mary has a messaging library that includes templates for every scenario—from holiday greetings to fiscal year-end messages. This allows her to respond quickly while still sounding personal.
When it comes to in-person visits, Mary recommends bringing something meaningful. She’s gifted local globes, mugs, and even beer to spark connection. Her approach is always tailored to the prospect and focused on making the interaction memorable.
Planning and Prospecting with Intention
Mary spends time creating call lists, building CRM entries, and crafting clear plans before making outreach. Her rule:
75 calls/day when breaking into new accounts
25 calls/day once traction builds
Each call is paired with an email or LinkedIn message to maximize engagement.
She uses LinkedIn’s export feature to download her full contact list, complete with email addresses, and uploads this into her CRM.
Final Thoughts: Be a Giver, Not Just a Taker
Above all, Mary’s success comes from an attitude of generosity and relationship-building. She sees every interaction as an opportunity—not necessarily to sell, but to connect, help, and build long-term trust.
Whether it was inviting job seekers to events, helping laid-off execs get rehired, or just being responsive and present, her approach goes beyond transactions.
LinkedIn isn’t just a sales tool. It’s a relationship engine.
If you’re in B2B sales, tech, or any business that thrives on connections, Mary’s methods offer a masterclass in how to truly unlock the platform’s potential.
Connect with Mary at maryconsultingservices.com or follow her on LinkedIn for more insights and future webinars.
And as always, stay tuned to Black Tech Link’s channel for more expert-led workshops, case studies, and community resources.
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