Social selling is the process of developing relationships as part of the sales process, either online or offline, by using social networks such as LinkedIn, Twitter, Facebook, and Pinterest. It is a lead generation strategy designed to help salespeople directly interact with prospects through social platforms. Social selling is gaining popularity in a variety of industries, though it is used primarily for B2B (business-to-business) selling or highly considered consumer purchases.

Examples of social selling techniques include sharing relevant content, interacting directly with potential buyers and customers, personal branding, and social listening. Social selling aims to cultivate one-on-one relationships, rather than broadcast one-to-many messages, and it is focused on sales professionals, rather than marketing professionals.

Social selling is more closely related to lead generation than a hard closing plan or one-and-done deal. It is about building relationships with your audience by learning what they need from you, solving customer problems, and delivering value. Social selling allows salespeople to build trusted relationships, boost social credibility, and ultimately reach their sales goals.

Sales teams must be willing to put in ample time and intentional effort to engage with their prospects and buyers on an ongoing basis. Social media platforms are giving businesses an opportunity to engage with customers on a deeper level and therefore enhance their chances of a sale. To earn and convert valuable leads through social media, salespeople should focus on thoughtful, relevant, and personalized interactions, such as sharing content that interests their target buyers, liking, commenting, and connecting with them.

In summary, social selling is a strategic method for sellers to connect and build relationships with prospects through social networks, and it is becoming increasingly important in todays digital-heavy world.