Pick up the phone today and speak with a client. I know, the sales process gives us the ick.
While many successful agencies grew through reputation, word-of-mouth, and referrals, the landscape is shifting. More now than ever before, we must become a sales-first agency.
But that doesn’t mean cold calling.
Social Selling Defined
Social selling is a lead generation strategy designed to help salespeople directly interact with prospects through social platforms.
It’s not pushy. It’s not aggressive. It works.
Farming vs. Hunting
Sales activities divide into two categories:
- Hunting: Actively seeking new leads and closing sales
- Farming: Nurturing leads and building relationships
Social selling emphasizes farming.
The KLT Principle: Know, Like & Trust
Relationship-building comes before pitching.
If you ran up to every contact at a networking event and shoved a business card in their face, pitching your business immediately, how would they react in real life?
Don’t do that online either.
The Two Builders Parable
The builder who displays work openly gains community trust and attracts clients. The secretive builder struggles.
This principle guided my agency’s strategy of showcasing clients prominently. Transparency builds trust.
12-Week Social Selling Process
1. Choose Your Platform
Select where decision-makers congregate. I prefer LinkedIn.
2. Build Your Network
Identify 100+ prospects from target industries without initial pitching.
3. Create Case Studies
Weekly content addressing client challenges. Show your work.
4. Foster Engagement
Comment genuinely on others’ posts to build community.
The Compounding Effect
Days become weeks and then months and years. If you put the effort in consistently, you will see results compound and snowball.
Consistent effort in social selling strengthens all sales efforts, including traditional relationship-building and client meetings.
Start today. Be patient. Watch it build.