So, what is social selling? Is it a fancy term for sales? Or is it a process hidden within social marketing? The answer to those questions is neither. Social selling is the concept of using your own sales technique through a different platform; a social platform.
Through the use of social networks such as LinkedIn, Facebook and Twitter, a sales professional is able to not only engage prospects but also develop lasting relationships with current and future customers. By leveraging different social platforms, businesses can enhance their sales efforts.
Let’s talk about Sales.
Sales can be simple as little Susie selling girl scout cookies throughout the neighborhood. What are the key elements here? Because Susie is physically going door to door, a conversation has been initiated and, therefore, a possible relationship is created. Susie’s sales tactic is dependent on organic efforts.
Or in other words, the importance of her sales effort is reliant on person to person contact.
Fast forward a few years, and now we are in the digital age. Little Susie has an iPhone X and is able to communicate with her friends and local community through different applications such as social networks. And this is where social selling comes in handy.
However, do not get confused; social selling is not about closing deals over LinkedIn or signing off sales via Facebook messenger. Professionals use social selling to listen to relevant information regarding their businesses.
How do we Social “Sell”?
Social selling can be done by using social networks to communicate with customers.
For example:
- Retweeting a customer regarding a new product
- Sharing the company’s blog through different social media platforms ( i.e. Facebook)
- Liking prospects Instagram post
- Studying prospects information through LinkedIn or Twitter
And these tactics can be implemented by keeping in mind a few ground concepts. Concepts like engaging with customers, engaging with other businesses related to yours, building a social presence and targeting then monitoring factors that influence customers.
What can a Business gain from Social Selling?
Here are few reasons why social selling could be beneficial to add to your company’s marketing strategy:
- Understanding your customer’s needs
- Increased website traffic and conversion rates
- Less costly in comparison to other sells strategies
- Higher SEO rankings
- Improved brand image
- Real-time results/ analytics
- Monitor competitors easily
- Creating and maintaining relationships
By strategizing the use of social selling techniques, companies are able to maximize their efficiency and optimize their business which in return increases sales.
Lucas Shaffer is a Georgia-born digital AI strategist focused on building practical, AI-driven systems that help businesses operate smarter and move faster. Through his work at Stand And Stretch, Lucas has helped develop an AI-based marketing platform that transforms years of real-world experience into modern, scalable workflows for small and mid-sized businesses.
Lucas approaches AI as a strategic tool, not a replacement for human thinking. His work blends trained models, automation, and intelligent systems with human judgment, creativity, and accountability. This philosophy is reflected in his Theory of the 9s, a systems-based framework centered on balance, clarity, and sustainable growth across technology, business, and life.
Known for his collaborative, growth-oriented mindset, Lucas focuses on building systems that reduce friction, improve decision-making, and support long-term performance. He believes the best technology works quietly in the background, enabling people to do their best work without unnecessary complexity.
Outside of work, Lucas is a devoted father to three boys. Fatherhood plays a central role in how he thinks about systems, responsibility, and the future, reinforcing his belief that both businesses and families thrive when built on thoughtful structure, adaptability, and purpose-driven design.
