Social Selling: bonding with customers and prospects in an online world

It goes without saying that social media has become essential in many people’s lives. In 2019, 2.95 billion people around the world were spending several hours a day on social media. This number is expected to grow to an estimated 3.43 billion by 2023, giving both B2C and B2B businesses the potential to reach a much bigger audience.

Companies can post sponsored content and ads on Facebook or Instagram to generate more leads, and use tracking tools to find out which content scores well among their target groups. Social media has been widely used by marketing for some time now, but it has also had a dramatic impact on the sales cycle. For salespeople, it has introduced a new concept: social selling.

A new way of selling

Social selling involves sharing your business insights with your target audience. Lengthy explanations of the specific features of your product mean little to your potential customers. You need to show them that you can solve their specific set of problems. And you need to build your personal brand. In that respect, social selling is not so different from traditional ways of selling. In the words of our chairman, Jos Dillen, “Your product can be the best there is, but if the client doesn’t like you, he won’t buy it.” The goal of social selling is to become a trusted advisor – and source of knowledge – for your customer through social media.

To succeed in social selling, you need to focus on two main areas: connecting with the right people and sharing the right content for your audience.


Building the right network is key for social selling. On the one hand, you should follow professionals who share influential ideas and topics, in order to stay up to date with leading trends in your business area.  On the other hand, you need to connect with potential customers. Think of people you have met at conferences or business meetings, or people from your CRM who have already shown interest in your business or product.

Vintage Productions can provide your business with apps and tools that will help your salespeople learn how to use social media to find and connect with the right people.

Creating and sharing content

To stay top of mind with your target audience, it is important that you share or create content that helps them. For example, it may introduce them to new ideas or provide them with tailored solutions to their problems. The aim is to make sure that customers and prospects think of you when they encounter a problem, and contact you for assistance.

Vintage can help your business – and your salespeople – to select the right topics for your audience, as well as supporting you with content creation and content planning.

If you need help with your social media content or would like to discuss a new learning app to support your sales team, CONTACT ELLEN