On LinkedIn, opinions are divided when it comes to social selling. Some advocate a direct approach: be clear, say what you want, and go for it. Others, including myself, believe in an indirect approach: build a relationship first and work from there.
Why? Because sales is about trust, not just about needs or timing. As Robert De Niro showed in the comedy Analyze This (1999): it’s about the person, not the pitch. Even if someone clearly benefits from your service, it rarely works to push your proposition directly. It feels rushed and inappropriate – and that can close the door for good.
What is social selling?
Social selling means using social networks intelligently to connect with prospects, build relationships and gain trust. It is much more personal and often much more effective than traditional sales methods such as cold calling.
With tools such as LinkedIn Sales Navigator, you can easily find the right prospects, gather valuable information about them and send the right message at exactly the right time. It’s not just about social media; Social selling is part of a larger digital ecosystem. Think of smart sales tools and online interactions that can make your approach even better.
How to measure the success of social selling
You can measure social selling with the Social Selling Index (SSI), a score that evaluates your performance on platforms such as LinkedIn. The higher your SSI, the greater the chance that you will achieve success in your social selling strategy.
The numbers don’t lie
Sending an elevator pitch in your first LinkedIn message leads to a 99% rejection rate. And if someone says “no”, it is almost impossible to build a valuable relationship afterwards. On the other hand, a personal and open approach yields up to 80% more responses.
A simple, sincere question can open a conversation. For example: “What did you think of the event yesterday?” or “I saw that you wrote a great article about [topic]; how did you come up with that idea?” This creates a positive first impression and lays the foundation for a real connection.
Time is your ally
Yes, this approach takes time. But sales is not a sprint; it is a marathon. Patience and consistency lead to long-term relationships, which ultimately leads to more and better deals.
Which camp are you in?
If you want to be direct, remember that it can limit your opportunities. If you choose indirect and relationship-oriented, you are investing in the long term.
My advice: Choose Camp 2. Build trust first, then sell.
Helpful tips for social selling
Do you want to use social selling successfully? I have collected a few useful tips for you that you and your team can start using right away. With these strategies, you will not only build better connections, but also ensure strong relationships and better sales results.
- Focus on connections, not just sales
Social selling starts with relationships. Focus on adding value first by sharing relevant content and engaging with your network. - Use smart tools
Platforms such as LinkedIn Sales Navigator help you find the right prospects and better understand their interests. - Be consistent
Social selling requires regular interaction. Make sure you remain visible by actively posting, responding and making connections.
Do you want to know how you can successfully use social selling? Let’s look together at how you can best approach this. Contact us here, because our team is ready for you!
