Social Selling

Social selling means people from your team are visible through their own profiles: they write posts with substance, comment on the right people's content, answer questions and maintain relationships with the accounts that might buy one day. It is sales work, but most of the time it does not look like selling. The pitch is the exception, not the default, and it only comes once the other side has invited it.

The boundaries to its neighbours: `cold outreach` is the unannounced first contact with strangers, where the relationship starts at zero. `Employee advocacy` is company-orchestrated reach through the workforce for brand messages, where the agenda belongs to the organisation. Social selling belongs to the individual salesperson: their own list, their own voice, their own network, and the goal is a relationship with specific people, not reach in the mass. `Social proof` supplies the evidence that gets shared along the way.

In practice, consistency beats campaigns: a fixed target list of accounts, short daily interaction instead of a weekly grand gesture, own posts drawn from real project experience instead of reshared company updates. The typical mistake is direct messages that tip into a pitch after two polite sentences, which is cold outreach with a detour and burns exactly the trust the channel is meant to build. The currency is memorability: when the need arises, your name has to be in their head, not your last promotional message.