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Social Selling Tips for Success

blog author
Written by Mike Schultz
President, RAIN Group

Once upon a time, there was a notion that social media was unnecessary for selling; it was a novelty and not a staple. At the time, some believed that enterprise-level decision makers couldn’t be reached on social platforms.

Now, however, social media is a necessity to establish credibility with potential buyers.

In fact, 82% of buyers look up a seller on LinkedIn before replying to their outreach efforts.

And while Twitter may be less personal, the low barrier to entry means it’s easy to get content in front of relevant people, make connections, and begin dialogues.

Today, social isn’t a trend, it’s a core component of selling.



What Is Social Selling?

Social selling is when sellers use social media (e.g., LinkedIn, Twitter, Facebook, Instagram) to find and engage with potential buyers, decision makers, and influencers.

This goes well beyond doing direct outreach to set meetings or pitch products or services.

Instead, the best social sellers build and strengthen relationships with people and provide value from the start. They don’t jump right to a sales pitch, which risks immediately alienating people.

Social selling may be a means of reaching more people, but it isn’t a panacea. It won’t magically make sellers any better at the basics of selling, such as connecting with buyers, uncovering needs, demonstrating impact, overcoming objections, or presenting compelling solutions.

Social selling doesn’t exist in a vacuum. It’s a means of building relationships to supplement existing sales activities.

For example, over time, sellers can curate a combination of branded and non-branded content to establish an organization’s and seller’s expertise and build awareness. Increasing your online presence and credibility will support your outreach efforts, as well as generate inbound leads.



8 Social Selling Tips and Best Practices

There’s no single way to approach social selling, and each seller may engage differently depending on their situation and existing brand recognition. However, the following social selling tips can get you started and save you from common pitfalls.

4 Benefits of Social Selling

Sellers who get on board with social selling can see numerous benefits.

Getting Started with Social Selling

Social selling should be an integral part of your sales strategy and is key to connecting and building relationships with potential buyers, decision makers, and influencers in this increasingly digital world.

Getting started doesn’t have to be daunting. Pick one platform where your prospects are and begin there. For most B2B sellers, social selling on LinkedIn is a good place to begin.

LinkedIn for Sales Guide


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Topics: Social Selling