Social Selling terms explained

When I first encountered the term "social selling," I quickly realised it wasn’t just a buzzword—it’s a vital strategy for building real relationships with prospects online. But like many, I had questions. What exactly is social selling? How does it work, and does it really drive results? In this article, I’m going to break down the essentials of social selling and answer some of the most common questions around this modern approach to sales. By the end, you’ll have a clear understanding of how to use social media to attract leads, build trust, and grow your business.

What does social selling mean?

Social selling is all about leveraging social media platforms to connect with the right people, establish trust, and nurture relationships that lead to sales. It’s not about pitching products immediately but rather building credibility by sharing valuable insights and engaging in meaningful conversations. The goal is to help potential buyers solve their problems by offering advice and information that positions you as the go-to expert.

Why is social selling important?

Social media is where your potential clients are doing their research. They're looking for solutions to their problems, and social selling allows you to position yourself as the answer. It’s essential because:

• Increases Brand Awareness: By consistently showing up, you make your brand known.
• Attracts Quality Leads: Social selling draws in prospects who already trust you, making them more likely to buy.
• Drives Web Traffic: Your social content leads people back to your website, where they can engage further.
• Boosts Sales Results: You’ll see larger deals and better win rates with prospects who are already warmed up.
• Strengthens Personal Branding: As you sell, you build your own authority within the industry, making you a more valuable asset.

What is a social seller?

A social seller is someone who uses social media platforms to develop meaningful relationships that facilitate the sales process. They don’t rely on old-school tactics like cold calls but instead focus on building trust with prospects through genuine interactions. A social seller is proactive in engaging with their audience, offering value, and guiding them to the right solutions.

What is the Social Selling Index?

The Social Selling Index (SSI) is a metric developed by LinkedIn to measure how effectively a professional is using the platform to build their personal brand, engage with their network, and drive social selling. The SSI is a score ranging from 0 to 100, with higher scores indicating more effective social selling activities. It is based on four key pillars:

1. Establishing a Professional Brand: This measures how well you’ve built a strong professional presence on LinkedIn, such as having a complete and engaging profile and sharing valuable content that highlights your expertise.

2. Finding the Right People: This evaluates your ability to identify and connect with prospects who are relevant to your business, such as using LinkedIn's advanced search tools to find potential leads.

3. Engaging with Insights: This pillar measures how actively you are engaging with your network and sharing meaningful insights, including liking, commenting, and sharing relevant content to stay top of mind with your connections.

4. Building Relationships: This tracks how well you are building and nurturing relationships with decision-makers and key influencers within your network.

The SSI is updated daily and can help you understand how well you're leveraging LinkedIn for social selling, as well as areas where you might improve your efforts. A higher SSI score correlates with increased opportunities for engagement, sales, and career advancement.

What is social prospecting?

Social prospecting is an essential part of social selling. It involves using social media and online networks to find and engage with potential customers. Social prospecting might include researching companies, understanding your prospects' needs before reaching out, and using your existing connections to introduce you to new leads. It’s a more thoughtful and strategic approach to filling your sales pipeline with qualified prospects.

What is Sales Navigator?

Sales Navigator is a premium tool offered by LinkedIn specifically designed to help sales professionals identify, connect with, and build relationships with prospects. It provides advanced search filters, lead recommendations, and insights, enabling users to target the right people and companies more effectively. Sales Navigator integrates directly into LinkedIn, allowing users to track leads and accounts, engage with them at the right times, and manage their pipeline efficiently.

Key features include:

• Advanced Search: Tailor searches based on specific criteria like job title, industry, company size, and more to find the right prospects.
• Lead Recommendations: Automatically suggests leads based on your preferences and activity, helping you discover new prospects.
• InMail: A messaging tool that allows you to reach out directly to LinkedIn members, even if you're not connected.
• Account and Lead Tracking: Monitor updates and changes in your saved leads or accounts, ensuring you never miss an important opportunity to engage.
• CRM Integration: Syncs with popular CRM platforms, making it easier to track and manage relationships without leaving LinkedIn.

Sales Navigator is particularly useful for those engaging in social selling, as it provides the tools to personalise outreach, stay informed about key developments, and build relationships over time.