3/25/2025-Social selling isn’t a thing

Theoretically, you only need the power of your imagination and preparation to manage prospect perceptions and buying inclinations. Instead of laptop skills, you need conversation dexterity.

Social selling is not really a thing. Selling is selling, no matter where you and your customer are.

Of course, your approach will vary depending on whether you’re in an office or a coffee bar, and even more so if you’re at a game or a spa. Either way, you can’t waste an interaction with a customer, even if you talk business for five minutes.

You can bond in a social setting and sell, too.

Talk business first, then settle in and enjoy the ballet.

Your agenda at social events should be aggressive…your client will happily agree to introduce you to the CXO when you’re sitting in the fourth row.

But social agendas should be strategic, too:
1. What’s the most urgent item you need to discuss?

2. What’s the one thing you need from your client?

3. What issue do you need your client to work on inside her/his org?

Yes, your time has a price, but you’re still on the clock when entertaining.

The art of persuading another human being to buy your product or service is nuanced and sophisticated.

Theoretically, you only need the power of your imagination and preparation to manage prospect perceptions and buying inclinations.

You don’t need a laptop.

You don’t need a conference room. (Nor any formal workplace.)

And certainly, you don’t need your manager by your side.

You merely need an engaged and willing audience to listen to your ideas.

Extra mental prep should go into social selling so you can manage the numerous variables you can’t predict. What if the client shows up late to the game and pre-game chat time has been lost? What if the client spends the first part of the lunch telling tales of boyfriends and dating?

While you may think it’s good to listen to your customer complain about her boyfriend, in the back of your head, you should be worried that your competitor just had a meeting with your customer …in the office.

DO NOT take your customers to a Waffle House and expect to transact business, especially if it’s the same venue featured in this gritty and hilarious SNL skit!