July 7


The Dos and Don’ts of Social Selling: Best Practices to Follow

By Hanson Cheng

July 7, 2023

  • minute read
  • Last Updated on July 7, 2023 by Hanson Cheng

    Welcome to the world of social selling! This article provides a comprehensive overview of this modern sales approach and its implications for businesses aiming to thrive in today’s digital landscape. Social selling emphasizes the importance of building trust and credibility with your target audience by being present on the right platforms, sharing valuable content, engaging in personalized interactions, and monitoring performance.

    Keep these best practices in mind, and remember to avoid some common pitfalls like excessive automation and ignoring negative feedback. So, without further ado, dive into this article to unlock the secrets of social selling success. Happy reading and selling!

    What is Social Selling?

    Social selling uses social media platforms and online communities to engage with potential customers, develop relationships, and ultimately drive sales. Unlike traditional selling methods, which often rely on cold calling or in-person sales techniques, social selling taps into the power of digital platforms and pre-existing social networks to foster connections and generate leads.

    The distinction between social selling and traditional selling methods lies in the approach taken. While traditional selling methods are often intrusive and can be perceived as pushy, social selling focuses on building trust, credibility, and rapport with the target audience through engagement and relevant content sharing.

    Benefits of Social Selling

    The practice of social selling offers several significant advantages for businesses and sales professionals:

    • Building relationships with potential customers: By engaging with potential customers on social media, sales professionals can develop genuine connections and demonstrate an understanding of the customer’s needs and interests.

    • Increasing brand visibility and awareness: Sharing valuable content and engaging in relevant discussions on social media gives businesses the opportunity to showcase their expertise, positioning them as thought leaders in their industry.

    • Creating a platform for valuable discussions: Participating in and facilitating discussions on industry-relevant topics can help your brand and sales team more easily identify potential customer’s pain points and offer tailored solutions.

    • Boosting lead generation and sales: Social selling helps sales professionals identify potential prospects, engage with them directly, and nurture relationships that lead to sales opportunities.

    Dos of Social Selling: Best Practices to Follow

    Focusing on the Right Platforms

    An essential aspect of successful social selling is identifying and utilizing the platforms where your target audience is most active. LinkedIn is an ideal choice for businesses targeting professionals, while Twitter and Facebook provide broader reach and engagement opportunities.

    Creating a Professional Profile

    A credible online presence is critical for successful social selling. Sales professionals should invest time in optimizing their social profiles for engagement, including using a professional photo, crafting a compelling bio, and highlighting their areas of expertise.

    Sharing Valuable Content

    Social selling thrives on sharing relevant, informative, and engaging content with the target audience. Consistently sharing curated and original content demonstrates thought leadership and keeps your audience engaged. Sales professionals can source quality content by following industry influencers, subscribing to relevant publications, and monitoring trending topics.

    Engaging with Potential Customers

    Social selling isn’t just about sharing content; it’s also about creating meaningful interactions. Sales professionals should actively participate in online discussions, respond promptly to comments and messages, and personalize interactions to develop rapport with potential customers.

    Monitoring and Analyzing Performance

    Tracking social selling metrics, such as shares, likes, comments, and conversions, can help sales professionals identify trends and adapt their strategies to optimize results. By continually analyzing and refining their approach, sales professionals can drive more significant results over time.

    Don’ts of Social Selling: Practices to Avoid

    Avoiding Overpromotional Content

    It’s crucial to strike a balance between promotional and informational content. While some promotional material is acceptable, sales professionals should try to provide value to their audience by discussing industry trends, addressing pain points, and offering useful insights.

    Refraining from Excessive Automation

    While automation tools can assist with scheduling and posting content, relying solely on these tools can result in impersonal engagement. Sales professionals should prioritize genuine human interactions when engaging in social selling initiatives.

    Avoiding Sporadic and Inconsistent Activity

    Maintaining a regular and consistent online presence demonstrates commitment and reliability to potential customers. Sales professionals can use scheduling tools for regular content posting, while also engaging with potential customers organically as opportunities arise.

    Not Ignoring Negative Feedback

    Transparent communication is essential in social selling. Sales professionals must be prepared to gracefully handle negative feedback, addressing concerns openly and honestly with a focus on resolving issues and maintaining customer trust.

    Conclusion: Key Takeaways for Social Selling Success

    Sales professionals who embrace the dos of social selling—such as targeting the right platforms, sharing valuable content, engaging with potential customers, and analyzing performance metrics—stand a better chance of success. By avoiding common pitfalls like overpromotion, excessive automation, and inconsistent activity, social sellers can build trust and credibility with their target audience, ultimately resulting in increased lead generation and sales opportunities. Always strive for continuous improvement through analysis, adaptation, and a focus on genuine human connection.

    Social Selling – FAQs

    1. What is social selling and why is it important?

    Social selling is the practice of leveraging social media channels to connect with prospective clients and drive sales. It is crucial because it helps businesses build relationships, demonstrate expertise, and engage with potential customers without direct promotion.

    2. What are some dos in social selling to achieve the best results?

    To succeed in social selling, one should monitor and participate in relevant conversations, share valuable content regularly, and engage with prospects and clients genuinely. Also, keeping profiles professional and up-to-date helps build credibility.

    3. What are common mistakes or don’ts in social selling practices?

    Avoid focusing solely on self-promotion, spamming prospects with irrelevant information, and hard selling without building relationships. Additionally, do not undermine competitor brands or engage in negative or controversial conversations.

    4. How can businesses measure the success of their social selling efforts?

    Businesses can utilize metrics such as increased engagement rates, growth in social media followers, and the number of quality leads generated through social channels. Additionally, tracking conversions to sales can help measure return on investment.

    5. Which social media platforms are best for social selling?

    The choice of platform depends on the target market and industry. LinkedIn is widely regarded as a top choice for B2B social selling, while Facebook, Instagram, and Twitter cater to both B2B and B2C markets.

    6. What role does personal branding play in social selling success?

    Personal branding is essential in social selling, as it establishes credibility and trust by showcasing one’s expertise, values, and personality. A strong personal brand can pull in prospects and facilitate successful sales conversions.

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    Hanson Cheng

    About the author

    Living in Portugal with my wife and puppies.
    Scaling online businesses and sharing lessons learned on this website and in our email newsletter.

    Always happy to hear from you, so find me on Instagram if you want to say hi!

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