Social Selling

Definition

Social selling is the process where sales professionals use social networks like LinkedIn and Twitter to find, connect, and interact with prospects. It builds relationships and trust online, aiming to move buyers towards a purchasing decision. This approach focuses on engagement and delivering value instead of direct selling.

Why Use

• Strengthens connections through tailored, trust-based interactions.
• Increases lead quality by nurturing engagement from early stages.
• Accelerates the sales process by informing and educating prospects.
• Enhances visibility by sharing valuable, relevant content.

Core Concepts

• Personal branding to create professional credibility online.
• Content sharing to demonstrate expertise and relevance.
• Social listening to identify opportunities and buyer needs.
• Relationship nurturing for long-term trust and engagement.

Examples

A sales consultant uses LinkedIn to comment on a prospect's post, then shares an industry report relevant to their needs, and later schedules a meeting to discuss challenges. In another case, a representative builds rapport by offering insights in professional groups, which leads to a direct sales opportunity after months of interaction.

Common Pitfalls

• Sending unsolicited, generic messages that damage trust.
• Neglecting to provide consistent, valuable content for engagement.
• Focusing on short-term gains rather than relationship-building.

See Also

Related terms include lead generation, buyer journey, relationship marketing, and personal branding.