Social Selling as an additional sales and marketing lever

Thu, Feb 22, 2018 blog

François Delvaux

What is social selling?

Social selling is the process of developing, nurturing and leveraging relationships in a digital environment to sell products or services.

We buy more and easier from people we know already. So why not get acquainted with prospects via professional social media? LinkedIn, Twitter and others. These can be efficient additional channels for sales people to find and engage new customers. If done right.


Today, approx. 67% of the buyer’s journey is now done digitally. And decision makers consume at least 5 pieces of content before engaging with a sales rep. Based on research study conducted by International Data Corporation (IDC), which also finds that 75% of B2B buyers and 84% of C-level or vice-president level executives use social media to make purchasing decisions.

Today, decision makers of companies select the sales rep that are first to add value and insight.

So, as a sales person what are you going to tell them?

First ensure you position yourselves well socially (be it on LinkedIn or other) by ensuring you have a compelling personal headline, that you share your relevant experiences to your audience via social channels.

Ensure you share relevant and personalized content, with information that might be interesting and valuable to those who read your content.

Remember that as a sales person to first gain trust and credibility and resist the temptation to do product selling.

When using social media, the objective must be to start a dialogue, build a relationship and eventually get a meeting with the person. You must position yourself and your company in such a way that you can really help your interlocutor.

Don’t give up too quickly

You don’t need to create new content every time. There are probably tons of content already available in your company. Content available that was developed by marketing or other departments within your company. The trick is to use the existing content and if that has been exploited then curate available content that exists through other sources (i.e. industry blogs, research papers, ..). Ensure to have a content minded mentality.

Your Social selling routine

Social media is gaining momentum as a go-to channel for sales people to find new prospects and reach their sales goals. Research showing that 90% of top performing sales people now actively using digital and social media as part of their sales activities.

Ideally a sales person should spend 10 to 20 minutes a day (or 5 to 10 % of your time). Time can be found in between sales meetings or time during the day to check responses to posted content or to share new content. This must become a routine because after about 12 hrs. after a post the conversation is over in these fast times…

Minds&More has certified Social Selling Trainers and are experts on this matter –

Gaelle Helsmoortel: “At Minds&More we use the Social Selling methodology: FEED originally developed by our partners Sales for Life. We’d love to tell you all about it at our next Mingle Monday.”

Find highly qualified leads

Engage with them

Educate them

Develop the network

François Delvaux, Partner at Minds&More: “You will get lots of tips and tricks on how to find prospects via social media and how to start to engage them. We will also discuss interesting cases like Orange Belgium, Renewi Belgium and others.”

If you want to learn more about social media as another resource to find new customers, register NOW for the Minds&More Mingle Monday on March 19th in Diegem!


Sales, Marketing, Social media, Social Selling,



François Delvaux

About François Delvaux

Francois Delvaux, Partner at Minds&More, has over 20 years’ experience in defining and implementing business growth strategies and realising quantifiable results. He has a broad expertise in building marketing and sales capabilities of teams, deploying marketing and sales processes and structure, and activating marketing growth strategies.

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