Quick Definition
Social selling is the practice of using professional or social networks (primarily LinkedIn) to research prospects, establish credibility, participate in relevant conversations, and develop commercial relationships. Social selling is not about pitching products on social media: it about building relationships, establishing credibility, and engaging in relevant conversations. Social selling is a key component of modern B2B sales and complements other outbound channels (email, phone).
Why It Matters
Social selling is important for B2B companies because it enables relationship-building, credibility establishment, and engagement with prospects in a non-intrusive way. Social selling complements other outbound channels and can increase the likelihood of engagement and response. For B2B companies, social selling is most effective when combined with other outbound channels and when focused on building relationships rather than pitching.
How It Works
Social selling works by using professional networks (primarily LinkedIn) to research prospects, establish credibility, participate in relevant conversations, and develop commercial relationships. The process involves: optimizing your LinkedIn profile, researching prospects, connecting with prospects, engaging with their content (liking, commenting, sharing), sharing valuable content, participating in relevant conversations, and developing relationships over time. Social selling is a long-term approach that requires consistency and patience.
Real-World B2B Example
A B2B SaaS sales rep uses social selling to reach VP-level prospects at mid-market companies. They optimize their LinkedIn profile, research prospects, connect with prospects, engage with their content (liking, commenting, sharing), share valuable content about marketing automation, participate in relevant conversations, and develop relationships over time. After 3-6 months, they have built relationships with 50+ prospects and generated 10+ meetings.
Common Use Cases
- Building relationships with prospects
- Establishing credibility and thought leadership
- Engaging in relevant conversations
- Complementing other outbound channels
- Developing long-term relationships
Common Mistakes to Avoid
- Pitching products on social media
- Not providing value in conversations
- Not being consistent (connecting and then not engaging)
- Not researching prospects before connecting
- Expecting immediate results (social selling is long-term)
Frequently Asked Questions
Is social selling effective?
Yes, social selling is effective when executed properly. However, it requires consistency, patience, and a focus on building relationships rather than pitching. Social selling is most effective when combined with other outbound channels.
What is the difference between social selling and social media marketing?
Social selling is about building relationships and developing commercial relationships. Social media marketing is about marketing to a broader audience through social media. Social selling is one-to-one; social media marketing is one-to-many.
How long does it take to see results from social selling?
Social selling is a long-term approach. It typically takes 3-6 months to build relationships and see results. Social selling requires consistency and patience.