If someone had told you a decade ago that you’d be closing deals through LinkedIn messages instead of boardroom meetings, you probably would have laughed. Yet, here we are. Sales isn’t just about cold calls, trade shows, or sending emails into the abyss, it’s about conversations, relationships, and meeting your buyers where they are.
That’s where social selling comes into play. If you’re not using it, your competitors probably are. So, let’s talk about social selling, why it works, and how you can use it to build trust, credibility, and revenue.
What is Social Selling in B2B?
Think of social selling as networking with a purpose. It’s not about sliding into LinkedIn DMs with “Hey [First Name], I saw we have mutual connections. Let’s hop on a quick call”. It’s about engaging with potential buyers, providing value, and becoming a trusted resource long before they even realize they need your solution.
At its core, social selling is:
- Relationship-driven: You’re not blasting sales pitches. Instead, you’re having conversations.
- Trust-building: You position yourself as a helpful expert rather than a desperate salesperson.
- Strategic: You engage with the right people at the right time in the right way.
And no, it’s not just about posting content and waiting for leads to roll in. It’s about showing up, contributing to discussions, and making sure your prospects remember your name (in a good way).
The Benefits of Social Selling
Social selling might be the missing link if you’ve ever struggled with low response rates from emails or been ghosted after a great sales call. Here’s why it works:
1. You Meet Buyers Where They Already Are
B2B buyers spend more time researching solutions online before engaging with a sales rep. According to LinkedIn, 76% of B2B buyers are ready to have a social media conversation with potential suppliers. If you’re not part of those conversations, someone else is.
2. Warms Up Leads Before the First Sales Call
Nobody likes a cold pitch, but a warm introduction? That’s different. When you engage with potential buyers by commenting on their posts, sharing relevant insights, and genuinely interacting, your name becomes familiar. By the time you do reach out, you’re not a stranger; you’re someone they recognize and (hopefully) trust.
3. Shortens the Sales Cycle
Would you rather spend weeks chasing an unresponsive prospect or engage with someone who already knows your expertise? Social selling builds credibility faster, making it easier to close deals without the exhausting back-and-forth.
4. Positions You as an Industry Expert
Want to be the go-to person in your field? Social selling helps you stay top of mind by consistently sharing valuable content, contributing to discussions, and demonstrating expertise. It’s the difference between being just another salesperson and being the person buyers want to talk to when they need a solution.
Social Selling Strategies That Actually Work
Now that we’ve covered why social selling matters, let’s get into the how. Here’s what works (and what doesn’t).
1. Optimize Your LinkedIn Profile
Your profile isn’t just a resume, it’s your personal brand. If your headline still says “Sales Manager at XYZ Company,” you’re missing an opportunity. Instead of a job title, try positioning yourself with a value statement like:
🚀 Helping B2B Tech Companies Reduce Procurement Costs by 20% | Procurement Consultant | Speaker
Other quick wins:
- Use a professional, friendly profile picture.
- Write a summary that speaks to your target audience’s pain points.
- Add featured posts showcasing valuable content.
- List key skills relevant to your industry and optimize them for searchability.
2. Engage Before You Sell
Social selling is like dating, you don’t propose marriage on the first date. Instead of immediately pitching, start by:
- Commenting on your prospect’s posts (thoughtful insights, not generic “Great post!” replies).
- Sharing valuable content relevant to their industry.
- Reacting to company news or achievements.
- Participating in industry discussions, groups, and forums to establish your presence.
The goal? Get noticed before you send that first message.
3. Ditch the Generic Connection Requests
A message like “I’d love to add you to my network” isn’t going to cut it. Instead, personalize your request:
- Reference a post they wrote or shared.
- Mention a mutual connection.
- Offer a genuine compliment about their work.
- Provide a relevant insight or resource they might find useful.
Example: “Hi [Name], I saw your post on [Topic]—really insightful! We work with similar clients in [Industry], and I’d love to connect and exchange ideas.”
4. Provide Value, Not Just Sales Pitches
Nobody logs into LinkedIn thinking, I can’t wait to get pitched today! Keep your outreach helpful:
- Share relevant case studies or industry reports that address their pain points.
- Offer a quick tip based on their recent post or industry trends.
- Invite them to a webinar, virtual roundtable, or industry event that aligns with their interests.
- Offer a short, valuable resource—an ebook, a checklist, or a framework.
5. Use Social Listening to Spot Sales Opportunities
Prospects often tell you when they need a solution, you just have to listen.
- Follow industry hashtags and discussions.
- Monitor for posts where people ask for recommendations or discuss pain points.
- Track job changes and company updates (new roles = new purchasing decisions!).
- Identify upcoming product launches or strategic shifts that might signal a need for your solution.
- When you see a potential opportunity, engage thoughtfully, don’t rush in with a pitch.
What NOT to Do in Social Selling
Let’s wrap up with some classic mistakes that make buyers hit “ignore.”
❌ Sending connection requests followed by immediate sales pitches.
❌ Writing messages longer than a Shakespearean monologue – Keep it concise
❌ Being inactive for weeks and then suddenly spamming people – Consistency is key
❌ Posting only promotional content – Mix it up with insights, industry news, and engagement
Social selling isn’t a quick hack, it’s a long-term strategy. The best salespeople today aren’t just closing deals, but they’re building trust, credibility, and a strong personal brand online. So, before you send another cold email into the void, ask yourself: How can I start a conversation instead?
If you’re looking for more in-depth insights, our sales experts are ready to answer your social selling questions during our free webinar Automate Your Social Media Strategy with AI!
