This document provides dos and don'ts for social selling on business networks like LinkedIn and Xing. It emphasizes that social selling is about building relationships, not direct selling. It advises to regularly engage with contacts but not overdo it by posting too frequently. Representatives should share valuable information generously but avoid arguing or being overly long-winded in responses. Authentic engagement is important over trying to educate others. Social selling requires an ongoing presence and learning from experience.

1. SOCIAL SELLING
DOS AND DON`TS

2. DON’T

3. DON`T SELL
oSocial Selling is a misleading term: social selling is not about selling.
oSocial selling means collaborating, relationship building, sharing,
communicating, supporting, contributing in social networks.
oSocial selling takes place in social networks, mostly business networks
like LindedIn and Xing everyday.
oThe term I would prefer instead of social selling is “digital relationship
management” (DRM).

4. DON`T OVERDUE IT
oMany sales manager think the more they post the better. Wrong.
Would you call your customer everyday? You soon get on his nerves.
Same with social selling.
oBe specific, be present, but don’t pester your network, your prospect
and customers.

5. DON`T ARGUE
oIf you have a different opinion on a subject in an online discussion, let
the people know.
oAlways be polite and openminded.
oPeople with a different opinion are not dumb and don’t know
nothing. They just have another view on the subject.
oIf you are an expert, post valid and solid arguments, not just another
opinion.
oDon’t forget: the web is not a classroom and you are not a teacher.

6. DON´T BE SUPERSMART
oI once posted a two line comment in a online group discussion. One
reply comment was 80 lines long, listing numerous
counterarguments. I don’t think anyone was convinced by this reply.

7. DON`T PUSH YOUR LUCK
oIf you cant sell offline, you cant sell online. True.
oDon’t be pushy and think you can sell on the net. It does not work.
Instead convince and deliver value. Selling comes later.
oIf you cant build up a relationship with your prospects in real life, you
will not succeed online.
oSame principles work online as offline: be an expert, deliver value,
love your job, be curious, love your customer.
oIf you don’t, skip social selling, look for another job.

8. DOS

9. BE AUTHENTIC
oBe smart be clever, but don’t patronize, don’t pretend, don’t try to
educate.
oJust assume, there is intelligent life on earth and some of it is online
too.

10. BE GENEROUS
oShare great and valuable information.
oSupport, answer questions and walk the extra mile.
oDon’t expect immediate feedback or reward. People will notice in the
long run.

11. BE THERE WHEN THEY NEED YOU
oSocial selling is not just stopping by, posting some comments and
then off you go to the next meeting or long term vacation.
oShow presence, check your social network feedback regulary.
o Make a social selling plan where, when and with whom you want to
communicate.

12. BE SOCIAL
oShare your experience and thoughts on social selling with your
collegues and friends.
oAsk for their feedback and experience.

13. BE OPENMINED, BE CURIOUS AND LEARN
o Try out what works best for you, your industry, your customers and
prospects.
oLearning by doing: Write down your lessons learned every week.
o Read articles and blogs on social selling.
oStep by step you will learn a lot and become an expert in social
selling.

14. GOOD LUCK!
Questions on social selling? Send me an email.
Fred
Kauffmann@salesberatung.com
CE-Sales Consulting, Germany
Phone: 0049 89 66 81 12