The Sales Evangelist (Social Selling)


Being Authentic
Business Growth
Customized Solutions
Bryan Hendrick
Account Executive
Company Culture
Give Value
Seek to Understand
Brian Margolis
Cold Calling
Barbara Giamanco
Account Management
Content Marketing
Jay Gibb
Business Development
Jimmy Burgess
Education Based Marketing
Dennis Brown
Clarence Butts
Dale Dupree
Michael Sardina
Jack Kosakowski
Social Selling
John Antonacci
Bob Burg
John Barrows
Audience Engagement
Ericka Eller
Jim Jacobus
Building Rapport
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Jared Easley
Commission Sales
Chris Dayley
Building Value
Building Trust
Sales Team
Ask for the sale
Sales Training
Relationship Selling
Ideal Customer
Prospecting System
Sales Plan
Lead Generation
Asking Thought Provoking Questions
Client Management
sales Management
Asking for Referrals
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Sales Habits
Sales Culture
Door to Door Sales
Sales Coaching
Group Coaching
Selling Success
Sales Enterprise
Sales Process
Sales Leader
Following Up
Digital Marketing
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Sales Mindset
Email Marketing
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Start with Why
Fear of Rejection
Marketing and Sales
Business Conversation
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Customer Experience
Customer Service
Sales Compensation Plan
Unique Way To Sell
Sales Conversations
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Buyer Persona
Joe Carlen
GAP Method
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Warm Leads
New Hire
Time Management
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Numbers Game
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Q and A
Customer Evangelist
Medical Sales
Speaking With Executives
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Scaling your sales team
Sales Growth
High Ticket Selling
Bad Customers
Creative Prospecting
Top Performer
Phone Prospecting
Affliate Marketing
Sales Develop Representative
Theater and Sales
Additive Behaviors
Email Selling
Hard Work and Determination
Hard Work
Common Sales Challenges
First Impression
Meeting with Customers
Administrative Tasks
Sales Enablement
Promotional Materials
Story Selling
Top Performance
Current Customers
Value Driven Conversation
Field Sales Rep
Local Advertising
Increase Revenue
Upfront Agreement
Lead Magnet
Direct Response Marketing
Sales Vs. Marketing
Phone Sales
New Sales Professional
Cross Selling
Sales Travel
Team Motivation
Sell Yourself
Values Based Marketing
Promotional Product
Sales Metric
Sales 2.0
Sales processes
Value Pricing
Network Marketing
Sales Commitment
Building Quick Relationships
Consultative Selling
Everyday Sales
Selling Intangibles
Work-life balance
Inside sales
Mental tougness
Fear of being salesy
Free Trial
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Sales Leadership
Sales Job Interview
Live Events
Decision Makers
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Sales Experience
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New Sellers
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Lead with Value
Finding Your Voice
New Sales Training
Sales From The Street
The Sales Whisperer
Sales Funnels
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 Guy Kawasaki
Taking action
Positive Thinking
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Winning Vendor
Being Selfless
Positive Attitude
Selling to women
Sales Stigma
Sales Slump
Job Interview
Sales Vision
Close Rate
Deeper Discussion
Linked Seller
High Performance Habits
DISCOVER Questions™
Rory Vaden
Donald Kelly
Curtis McHale
Anthony Tran
Case Study
Advanced Sellers
Contract Hell
Bob Rickert
Reluctant Buyers
Inbound Marketing
Google Alerts
Game Changer
Calendar Invite
Eveline Pierre
Josh turner
Joanne Black
Matt Hallisy
Mace Horoff
Amy Porterfield
Chris Rollins
Deb Calvert
Closed File
Dino Dogan
Katherine Kotaw
Bryan Daley
Dave Delany
Linda Yates
Jim Cathcart
Happy Someone
Chirag Gupta
Jeffrey Gitomer
Cold Outreach
Sales Pitch
Carissa Hill
Account-Based Marketing
Alice Heiman
Imposter syndrome
Buyer's Journey
Drip campaign
Don Barden
Barth Getto
Joe Pardo
Preconceived Notions
Sales Process, Sales Podcast
Selling Your Company
Gen Z
Mastermind, Group Learning
Partnering, New Leads
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Instagram, New Leads
Emotional Intelligence
Client Success
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Small Businesses
Asking Questions
Decision Maker
Poor Sales
Account Mapping
Remote Worker
Discovery Questions
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Video Conference
Traveling Seller
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personal branding
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Selling to Friends
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Social Dynamic Selling
Accidental Seller
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Accidental Series
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Sales, Effective Sales
Cold Emails
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The Accidental Seller Series
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Accidental Seller Series
Hiring, Successful hiring
Sales Contracts
Best Sellers In History Series 1
Best sellers in History
Sales Planning
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sales 2020
Best Sellers in History Series
Best Seller in History Series
DISC Assessment Profile
Best Seller in History
Psychology of Sales, Sales Mindset
Sales Effectiveness
women in sales, best sellers in history
Sales Script, Target Customer, Niche
Best seller in history, Salesman
Sales Story
Sales Women, Sales Force
Reginald F Lewis
Sales Wealth, Sales Prosperity
Personal Brand, Stephen Hart
Donald Kelly, The Sales Evangelist
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ROI, Leads, Inbound Leads, External and Internal Triggers
Women in Sales, Sales Success Story
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Healing, Grief
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Sales Experience, PreSales
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Sales Talk
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Sales Skills
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TSE, Sales Podcast, Sales Principles
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Sales Journey, Reselling, Sales Culture
Sales Process, Networking
sales prospect, sales opportunity
Sales habits, Sales professionals
BDR, SDR, Personalization
cold-calling, prospecting
Sales Language, Authentic Identity
Demonstration, Negotiations
Lost customers, Perseverance
Social Selling, Omnichannel, Sales Leads
Prospecting, Limiting Beliefs, Fear
Cold Outreach, Sales Mindset
Linkedin, Cold Calling, Automation
LinkedIn, LinkedIn Voice Messaging, Donald Kelly
Testimonials, Referrals
Cold prospects, Reaching out
Prospecting, Mindset, Sales Goals
Lead Generation, Video, Sales Video
Successful Salesman, Great Salesman
Successful Sales, Sales Training
Sales Prospecting, Video Sales
Power Dilaer, Sales Automation
Sales Prospecting, Sales Principles
Sales productivity, Trello
Virtual Sales, Virtual Tools for Sales
Sales Success, Sales Training
Building credibility, Sales credibility
mindset training
outreach message
sales productivity
Sales Goals
future of selling
Favorite Sales Stack Tools
special edition












May 2022
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From account selection to sales plays, Jamie Shanks helps sales professionals understand and adopt best practices for the modern, social sellers.

Jamie is the CEO of Sales For Life, which is the de-facto standard in modernizing account-based sales motion. The company specializes in social or digital selling. It evaluates how you sell today and infuses modern digital sales activities into your process. 

Account-based selling

Account-based selling refers to focusing on a set number of accounts, whether it’s organized by territory or strategic value. Instead of relying on inbound leads or channel leads, you must go outbound.

Jamie named his book Spear Selling based on a sales analogy of fishing: inbound efforts are a little like fishing with a net because you can’t choose the fish that land in your net. When you fish with a spear, you swim in the deep water and choose the whales you’re going to hunt. 

Typically, companies focus on account-based motion because they need to increase their average annual contract value (ACV) or lifetime value (LTV). 

Adopting an account-based approach

Companies often get the very first step wrong, which is account selection. Many companies use what Jamie calls wallet-share based thinking. When he was working with a company in the health and wellness space, an account exec pointed to Peloton as a company he was focused on connecting with. When questioned, the AE mentioned that one of the company leaders was a bike enthusiast who thought it might be a good fit. 

The truth is that the health company has no more strategic connection to Peloton than its competitors do. In fact, if they went through the data of relationships, they might discover that the competitors have greater social proximity to the account. That means you may devote 8 months trying to win this account to find that there’s a hurdle you didn’t account for. 

Getting the account selection process right is half the equation.

Companies that ask their sales professionals to build a list of accounts will likely find that they stack ranked companies based on revenue, number of employees, and market share potential. They didn’t think about the fact that people buy from people and relationships matter. 

Sales is a game of relationships. If you could reverse-engineer your existing advocates and customers and identify which accounts have the highest social proximity, you’ll have an advantage that your competitors can’t take from you. 

Account-based models

A centralized model looks at the equation and asks how certain sales resources like inside sales, BDRs, SDRs, and LDRs can mine the total addressable market. It maps green-flag accounts based on relationships, opportunities, and strengths. They could be referrals, partners to your existing customers, or others you’re connected to. Red-flag accounts are those where your competitors have relationships, strengths, and opportunities. 

The decentralized model seeks to identify those accounts that a company already has connections to. The idea is that the company can activate those accounts faster than the competitors can. 

Companies might go with the centralized model because it uses the $20-an-hour inside sellers to do the work instead of the more-expensive AEs. They might choose the decentralized model because they want everyone in the field to be able to unearth the total addressable market of their area. Each person is the CEO of his own territory.

Account selection is a skill that everyone needs to master.

Modern digital sellers

The modern digital seller selects accounts based on relationships or social proximity and then plans those accounts using four pillars. 

  • Triggers
  • Referrals
  • Insights
  • Competitive Intelligence

These sellers build a war room or a simple one-page document that outlines the compelling stories that they can share with their audiences. When they target the accounts, they’ll use digital technology like video or LinkedIn to share insights and monitor buying engagement.

Use account segmentation to think about how much time you’ll spend on every account. Apply Pareto’s Law realizing that you’ll spend 80 percent of your time on 20 percent of your accounts which will yield 80 percent of your return. You won’t spend the same amount of time on every account.

These sales concepts have existed forever, but you’ll accelerate your momentum because digital technology allows you to identify who cares, who you should focus on, and how you can move the deal through the cycle more quickly. 

Digital sales

Social selling includes elements like LinkedIn and Twitter and Facebook, but those aren’t the only elements. Modern digital sellers use any available technology to aid in the sales process. 

Companies that engage in digital account-based selling might go through the following steps:

  1. Map the total addressable market.
  2. Map the accounts that exist within each vertical.
  3. Which accounts do we not have but have open opportunities?
  4. Which accounts have we never spoken to?
  5. Of those companies we’ve never spoken to, where do we have a competitive advantage like a trigger or a referral?

If they use tools like LinkedIn to map the social networks of their customer base, they can determine whether anyone knows someone at those companies. Together with marketing, the account executives can storyboard to create a series of sales plays, which might include social media or digital tools.

They can use LinkedIn to communicate with key executives and invite them to an event because they know that conversion is twice as high with physical meetings as with virtual ones. They are using digital tools to bring customers into the analog world. 

Sales play

Sales plays are no different than football plays. The play seeks to achieve a certain result. The seller needs a first-down. Digital sellers might use video, emails, phone calls and other tools to tell the story of them versus their competitors. 

Your goal at an account is to activate the account. The activation cycle is the number of plays that you’ll run against that account. In that time, you’ll either qualify them or replace them. You cannot call into this account forever.

The best account-based teams have a defined activation cycle. Let’s assume it’s 90 days. If you don’t activate within 90 days, you’ll replace it with an account that has a great relationship opportunity. 

Sales plays exist inside that cycle. You might have three to eight different stories you tell along that 90-day journey. Those sales plays or touchpoints are organized as cadences and sequences. 

If you want to win the biggest and best accounts in the world, most companies aren’t coming inbound. You have to tell compelling stories to push them off their status quo. 

Build a series

Once you’ve identified your targets, you must build a series of plays and stories that make the person actually care. 

  • What are three to eight different things they want to know about? 
  • Do they want to know about market trends?
  • Do they want to see a real-life video of a customer experience?
  • Will they want to know where they stand compared to their competitors?

What does the future hold for your customer? Think about the customer and develop a series of stories before you start hammering away at the phone. #StorySelling

Get started using all of the available tools. Jamie calls LinkedIn Sales Navigator one of his favorite. There are 500 million people on that platform. He calls it the world's largest party.

“TSE 1176: Specific Account-Based Sales Development Best Practices For The Modern, Social Sellers” episode resources

Grab a copy of Jamie’s book, Spear Selling.

If you’re a sales rep looking to hone your craft and learn from the top 1% of sellers, make plans to attend the Sales Success Summit in Austin, Tx, October 14-15. Scheduled on a Monday and Tuesday to limit the impact to the sales week, the Sales Success Summit connects sellers with top-level performers who have appeared on the podcast. Visit to learn more and register! 

You can also connect with me at or try our first module of  TSE Certified Sales Training Program for free. This episode has been made possible with the help of  TSE Certified Sales Training Program, a training course designed to help sellers in improving their performance. We want you guys to go out each and every single day to find more ideal customers and do big things.

I hope you like and learned many things from this episode. If you did, please review us and give us a five-star rating on Apple podcast or in any platform you’re using - Google Podcast, Stitcher, and Spotify.  You can also share this with your friends and colleagues. 

Audio provided by Free SFX and Bensound.

Direct download: TSE_1176.mp3
Category:Social Selling -- posted at: 12:00am EDT

Brynne Tillman, Donald Kelly, LinkedIn, Social Selling, 4 Pillars to Leveraging LinkedIn for Business Development

You may believe that social selling won't work for your company or industry, but if you take advantage of the 4 pillars to leveraging LinkedIn for business development, you'll be surprised at how it can help you expand your reach.

Brynne Tillman is the CEO and "LinkedIn Whisperer" of Social Sales Link and the author of The LinkedInSales Playbook and she has spent more than a decade coaching people to unlock the power of the platform.

LinkedIn profile

LinkedIn has its own social selling index so if you visit you get your personal score, out of 100, that will rate your social selling acumen. Your LinkedIn profile is where that lies.

Sellers make the mistake of using their LinkedIn profile as a resume when, in fact, it should be a resource.

Corporate Visions reports that 74 percent of buyers choose the sales rep that provided value and insight early in the buyer journey.

Your profile is their first impression of us, so do it right.


Prospects don't care about your mission, your passion, or your years in business when they first visit your profile. That may matter down the road, but initially, they care about value. They care about how relevant you are.

Write your summary almost like a blog post. What kind of value can you bring from the first time they read about you?

Identify the challenges that your buyers are facing. Provide three to five insights that will make an immediate impact. Strive to make a "vendor agnostic" impact, meaning that you share insights they can use even if they never buy from you.

Sellers often create this as a pitch and we tell them how to buy from us. What we should do instead is attract them to us. We want them to ask themselves how they can work with us.

This level of value will increase your credibility and move you much more quickly through the sales cycle.


If you sell office furniture, determine who your buyer is and what her biggest challenge is right now. Maybe many companies are expanding and the big challenge is the inability to trade in old furniture to get new stuff.

Determine what helps you stand out and then educate your buyer.

Teach your customer how to buy office furniture in a way that leans toward you as the solution, but provide insights that can help them make better decisions for the company as a whole.

Take advantage of the 4 pillars to leveraging LinkedIn for business development in order to move your prospects toward doing business with you.

Pillar 1: Establish your professional brand

Your professional brand is your profile.

By positioning your profile to provide insight and value to your buyers, you are gaining credibility and creating curiosity.

You're getting them excited to take your phone call. If they can learn something just by visiting your profile, they imagine that a conversation with you will be even more valuable.

Position yourself as the subject matter expert and thought leader.

Pillar 2: Find the right people

How are you leveraging LinkedIn to find your buyers and your influencers? If it's true that there are 6.8 people who are involved in every large buying decision, how are we identifying all the right people within an organization?

Instead of limiting our efforts to just the champion, who else do we want to touch? How are we finding these people and engaging them?

The prospecting piece and the relationship building piece are the same. It's a combination of providing great value and leveraging our network to get introductions to our targeted prospects and buyers.

Develop search strings which are literally the title of your buyers in whatever geographic location or industry you choose.

Pillar 3: Engage with insights

How are we sharing content, commenting, and engaging with content? How are we using hashtags to find the right content? Are we feeding our network with really valuable information that moves them closer to our solution?

It's more than just liking or sharing. LinkedIn wants to see you engaging and sharing and commenting.

Avoid "random acts of social." Anything we do without intention or purpose is rarely going to see success. Certainly, it won't succeed on a consistent basis.

Pillar 4: Build relationships

Connecting and forgetting is the equivalent of collecting business cards in a stack on the corner of your desk. How valuable is it? That's not a network.

There's more value in truly connecting with a few people at a networking event and having meaningful conversations than there is in collecting a business card from everyone present. Bring that same thoughtfulness online.

[Tweet "There's no reason to network differently online than you do in person. #SocialSelling"]

Start a conversation. Learn about people. Ask questions. Get to know people a little bit. When you do, LinkedIn will be your most valuable networking tool.


Establish what your goals are for social selling. How will you measure success?

If your goal is to have one new client a month, you need four proposals a month. In order to have four proposals, you need to have eight conversations. In order to have eight conversations, you need to have 16 introductions to your targeted buyers.

That means I need four introductions to targeted buyers each week. I must look at my KPIs to see if my 16 is converging to become 8, and then whether my eight is becoming four.

If I need four introductions per week, I probably need to ask for 20. That probably means I need five a day, which could mean five from one person or one from five people.

I need a good network of referral sources and great relationships with my existing clients.

Reaching out

Once you've identified those clients who can connect you to other people, you can start this way:

Mr. Client,

It has been a couple of years since we worked together. I hope you're still loving your furniture. 

I noticed that you're connected to a few people on LinkedIn that I'm trying to get in front of. Would you mind setting up a 15-minute call where I can read names with you and get your thoughts on whether they might be a good fit?

Two things happen here. If your customer needs more furniture, this is a great way to re-engage without being salesy. You'll also talk through the list of connections to figure out a way forward.

You can either ask for an introduction or ask for permission to name-drop.

Building engagement

You must continually build engagement with your customers so that you maintain those connections even after the sale.

If you're looking for new contacts, start with your second-degree connections because at least you have some people in common.

It doesn't feel quite as cold that way and there are things you can do to warm them up before you actually reach out. Look at the profile. Click the "more" button on the profile and click the "follow" button. The person will get the notification that you followed him.

Look at his recent activity. Read it. Engage with it. If there is something there, begin a conversation by engaging with the information he shared.

Now you've engaged, followed, and the person keeps getting notifications about you. He'll likely be curious because your name keeps appearing.

It's a little bit like flirting.

Provide value

Don't jump in and pitch immediately. Provide value.

Build relationships. Get a consistent stream of great content that helps your prospect understand the importance of choosing the right office furniture.

Once you've developed a conversation, you can offer a pitch when appropriate.

Don't just build a network that doesn't know you. Create content, but realize that it doesn't have to be a blog post. Consider native video, podcasting, and interviews.

Don't just generate noise, though. Use the 4 pillars to leveraging LinkedIn for business development to make sure it's worth their click.

"4 Pillars to Leveraging LinkedIn for Business Development" episode resources

The best way to connect with Brynne is on LinkedIn. Let her know that you found her on The Sales Evangelist podcast and she'll send additional resources. You can also grab a copy of The LinkedInSales Playbook.

Try the first module of the TSE Certified Sales Training Program for free.

This episode is brought to you by the TSE Certified Sales Training Program. I developed this training course because I struggled early on as a seller. Once I had the chance to go through my own training, I noticed a hockey-stick improvement in my performance.

TSE Certified Sales Training Program can help you out of your slump.

If you gave a lot of great presentations and did a lot of hard work, only to watch your prospects choose to work with your competitors, we can help you fix that. The new semester of TSE Certified Sales Training Program begins in April and it would be an absolute honor to have you join us.

This episode is also brought to you in part by, a Chrome browser extension for Gmail that allows you to track and schedule your emails. It's super easy, it's helpful, and I recommend that you try it out. You'll receive real-time alerts anyone opens an email or clicks a link. allows you to see around the corners. You can see when people open your email, or when they click on the link you sent. will give you half-off your subscription for life when you use the Promo Code: Donald at check out.

I hope you enjoyed the show today as much as I did. If so, please consider leaving us a rating on Apple Podcast, Google Podcast, Stitcher, or wherever you consume this content and share it with someone else who might benefit from our message. It helps others find our message and improves our visibility.

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Direct download: TSE_1088.mp3
Category:Social Selling -- posted at: 9:14am EDT

Social Selling, Donald Kelly, The Sales Evangelist, LinkedIn

Sellers who interact with and provide value to prospects using social media must understand the characteristics that turn this into the kind of social selling your customers want.

We're tackling this topic all month, and even if you aren't a big social media person, we're providing an actionable plan to help you get in front of your prospects.

It isn't enough to "set it and forget it" or generate large amounts of content in hopes that people will click through to find you. It's thoughtful preparation that gives buyers what they want and need right now.

Trying to close

I discovered the idea of using social media to sell when I was in college. I was seeking an internship with people who were in Chicago and our college professor told us that we needed a LinkedIn profile. He told us that we had to maintain that profile because that's where business professionals interacted.

I thought it was a great idea because I was suddenly connected to millions of other professionals. I also thought it was great that I could pitch to all of those people.

My professor knew a woman in Chicago so he introduced us with the intention that I would seek insights from her. In my mind, though, she was going to provide me with an internship or connect me with someone who had one.

Instead of approaching it as an information-gathering phase, I was trying to close the deal. I think many of us make that mistake with social media.

Instant access

Sellers are often like kids in a candy store because social media gives them instant access to millions of potential customers. Why in the heck wouldn't we go ahead and pitch them all? Let's tell every single person what we're doing.

And then social media turns into a pitch-fest.

Because we can copy and share messages with groups of people quickly, we have access to millions of new prospects at our fingertips. Very quickly, though, prospects recognize that every seller is engaging in the same kind of social selling.

Prospects are overwhelmed with the same messages from multiple sellers, so we have quickly realized that we can't continue using the same methods.

Liking content

In response, we settled on thoughtful interactions with people. We settled on the idea of liking everything they posted on social media and commenting on their content, sometimes arbitrarily.

We didn't necessarily have a growth plan or a strategy. We just assumed that if we liked a bunch of their stuff now, when we eventually sent them a message, they would instantly want to work with us.

The idea might have worked well initially, but again, sellers adopted the same strategy across the board and failed to stand out from one another.

Curating content

Next, we moved to curating content. That meant sharing content that others were sharing, so if I found a good blog post about technology, I would share it with my prospects who were interested in that industry.

Our strategy was to be top-of-mind because of our content. We engaged with different platforms and pumped content everywhere, which ultimately became a bunch of junk floating around on the Internet. Again, every competitor was doing the same.

The platforms realized that the content was taking their users away to other sites and they took steps to prevent people from being diverted away.


Social media platforms don't want you to send their users to other sites. As a result, you must adjust your social selling efforts so that you're linking to content on that same platform.

LinkedIn wants its users to see the ads that its customers are paying to promote. If its users leave LinkedIn, they won't see the ads. The algorithm will penalize you for sharing content outside of LinkedIn.

Sellers responded with LinkedIn articles, long-form posts, and videos. We moved to original content in our next iteration of social selling, and within the next year, we'll likely move to something different.

Human interaction

Despite all this change, there is one takeaway. Be a person. Be human and care about other people.

The definition we shared from Hubspot is this: Social selling is when salespeople use social media to interact directly with their prospects. Salespeople will provide value by answering the prospect's questions and offering thoughtful content until the prospect is ready to buy.

Do things in moderation. Use direct messages. Set a goal to connect with five new prospects each day on LinkedIn. Try something like this:


It's always great to learn from sales leaders in the industry. Permission to connect?

Once we're connected, they'll see the content I've curated over time.

Aligned content

An article on PostFunnel reported that marketers who align their content with specific points in the buyer's journey yielded 73 percent higher conversion rates. Think about that. If you're able to produce content based on where your buyers are in that particular phase, it will be relevant to them.

Your buyers want posts that showcase your new products or services and they want to learn something along the way. Use social selling your customers want in order to help them throughout their journey.

Speak to the three stages of the buyer's journey:

  1. Awareness: when buyers don't know about you and you want to raise their awareness.
  2. Consideration: when buyers are evaluating and going deeper in their research.
  3. Conversion: when buyers finalize decisions and make a purchase.

Sprout Social suggests weaving awareness- and consideration-stage content together. Those two stages are usually where people rely on social media.

[Tweet "With social selling, open the door with entertainment and inspiration. Use memes or videos to grab attention. Then carry them the rest of the way with educational content. #SocialSelling"]

Multiple approaches

This is one of the most effective ways to prospect. When you combine this with your other techniques like cold calling or emails or regular mail, you'll see great success.

Apply this today. Identify five people to connect with in your industry. If you do that every day for a week, you'll have 25 new connections by the end of the week.

Strive to create the social selling your customers want to increase your effectiveness and improve your outcomes.

"Social Selling Your Customers Want" episode resources

If you haven't connected with me on LinkedIn already, do that at Donald C. Kelly and watch the things I'm sharing there.

You've heard us talk about the TSE Certified Sales Training Program, and we're offering the first module free as a gift to you. Preview it. Check it out. If it makes sense for you to join, you can be part of our upcoming semester.

You can take it on your own or as part of the semester group. The program includes 65 videos altogether, and we just completed a beta group that helped us improve the program and maximize the information in it.

If you and your team are interested in learning more, we'd love to have you join us. Call (561)578-1729 to speak directly to me or one of our team members about the program.

This episode is also brought to you in part by, a Chrome browser extension for Gmail that allows you to track and schedule your emails. You'll receive real-time alerts anyone opens an email or clicks a link.

I hope you enjoyed the show today as much as I did. If so, please consider leaving us a rating on Apple Podcast, Google Podcast, Stitcher, or wherever you consume this content and share it with someone else who might benefit from our message. It helps others find our message and improves our visibility.

Audio provided by Free SFX and Bensound.

Direct download: TSE_1087.mp3
Category:Social Selling -- posted at: 2:27pm EDT

Social Selling, LinkedIn, Microsoft, Carson Heady

Social selling is the new sales because it utilizes all the techniques and tools that we've always enjoyed as sellers in order to help us build better relationships.

Although nothing will ever replace the face-to-face relationships that sellers have with their clients, social selling is a valuable tool. Today Carson Heady shares what he has learned over a 17-year sales career about prospecting and relationship building and how social selling helps with it.

Social selling

Social media can help you find the right person to talk to that can help you connect with the right people, get a meeting, and stay top of mind. It's a great compliment to the business relationships we should already be forming.

Social selling isn't a replacement for the things we're already doing. It's the application of the tools that enable us to get insights or see what customers and their organizations are thinking, doing, and talking about.

When I first started using social selling, I was guilty of blasting a bunch of messages on LinkedIn and pitching people there. I quickly realized that wasn't social selling.

Social selling equates to brokering relationships but you're doing it online. It isn't sending mass emails to people sharing everything that you have to offer.


Salespeople are interested in results, and Carson said that after studying reports about social selling, he has determined that it amounts to standing apart, being unique, and finding a way to differentiate.

Social selling is a very targeted and specific effort to cast a wide wide net to reach maybe 30 people in a single organization in hopes that you'll land a single meeting. That effort resulted in one of the larger deals in Microsoft.


Carson suggests following business journals and using Sales Navigator to help in your efforts. Following the trades to stay aware of new C-levels that join the organization.

Last year, Carson was the first to the table when a new C-level joined a company he was connected to and now Microsoft is helping to drive change within that organization because of the relationship.

The relationships drive the deals forward, and those relationships wouldn't exist without the strategic utilization of social selling.


We're all just trying to do something different. We're trying to get a response or a meeting by setting ourselves apart from the others who came before us and failed. We aren't just sitting on the phone reaching out to people.

We have so much technology at our disposal that we have to be careful to be focused and tailor our efforts. If we don't, we'll likely suffer from diminishing returns.

Our past approach of "spray and pray" doesn't work anymore.

You have to embrace the probability of success. In the past, people were willing to send out hundreds of notes with the understanding that they wouldn't get a whole lot of reception.


If you want to connect with a C-level at an organization, you don't just go after them. You've got to start a few levels below where you'd like to end up. Once you're able to talk to someone who is receptive, you can use that momentum internally to get in front of the right audience.

But you must be consistent in your approach. Prospecting never ends. You must revisit those prospects.

Not surprisingly, many clients don't reply immediately like you'd like them to. Be persistent and reach out to the same folks, but change your messaging.

Offer a compelling reason for your prospects to respond.

Be aware, too, that you may catch someone on an off day. The prospect may be sick or he may have missed the email. He may be busy.

Be adaptable with your process. There are a lot of things that we believe are good philosophies as sellers, but when we try them for a bit they don't work the way they want to. So we discard them. We tweak things a bit and we adapt.


Sometimes we send long elaborate emails in hopes that we'll get a reply. Truthfully, sometimes we get the best responses from emails with only one sentence. People are busy and they don't have time to read a 3-paragraph message. If you're specific and you offer a single task, they can more likely respond.

Emails are not intended to close the sale. It helps you grab attention. Don't try to sell an enterprise solution within a few sentences of an email.

Trying to sell in an email amounts to skipping steps in the sales process. You're jumping straight into the second or third date without wining and dining the prospect.


When you're seeking to connect with multiple people in an organization, your approach will depend on what you're looking to accomplish. It will also depend on your unique connection to that person.

If you're searching for a job, don't reach out with questions about a job or an opportunity within the organization. Instead, try this: "I saw that we have mutual synergies and I'm looking to parlay my experience into your industry. I'd love to sit down for 10 minutes to pick your brain and get some advice."

Determine your unique connection to that client and then approach using that angle.

[Tweet "If you work to provide support, lend service, and add value to the relationship, you have a much better probability of getting a reply to your outreach. #AddValue"]

When Carson reached out to 30 people in a single organization, he got replies from about 11 of them. Of those responses, he got one response that pointed him to a certain person in the company. He pursued it and landed one of Microsoft's larger deals.

Your chances of getting a reply are small to begin with. Make sure you put your best foot forward. Reach out to all of the people who have a vested interest in what you're doing.

Needs analysis

Our process exists for a reason. When it goes awry, and when we get overzealous, we skip steps and we put too much information out there initially.

Sometimes your connection can just be to share an article and engage in a real conversation rather than always sending a message about "following up." You can also share or retweet the other person's content as a way to engage.

There is no single bullet that fixes all. Be cognizant that there are a lot of tools that exist that will help you succeed.

The sales process is vital, just like it's vital that we only use social selling to get a meeting.

Stay top of mind so your connections continue to see you. If the prospect knows that he owes you some information, it may stimulate the conversation to continue. It's a non-threatening way to follow up.

Relationships are everything. If you lead with the goal of adding value you never have to worry about your sales numbers.

"Social Selling Is the New Selling" episode resources

You can connect with Carson on LinkedIn or Twitter, and you can grab a copy of his book, The Birth of a Salesman: The Transformation of Selling in America. You can also check out his blog, The Life and Times of Carson V. Heady.

Try the first module of the TSE Certified Sales Training Program for free.

This episode is brought to you by the TSE Certified Sales Training Program. I developed this training course because I struggled early on as a seller. Once I had the chance to go through my own training, I noticed a hockey-stick improvement in my performance.

TSE Certified Sales Training Program can help you out of your slump.

If you gave a lot of great presentations and did a lot of hard work, only to watch your prospects choose to work with your competitors, we can help you fix that. The new semester of TSE Certified Sales Training Program begins in April and it would be an absolute honor to have you join us.

This episode is also brought to you in part by, a Chrome browser extension for Gmail that allows you to track and schedule your emails. It's super easy, it's helpful, and I recommend that you try it out. You'll receive real-time alerts anyone opens an email or clicks a link. allows you to see around the corners. You can see when people open your email, or when they click on the link you sent. will give you half-off your subscription for life when you use the Promo Code: Donald at check out.

I hope you enjoyed the show today as much as I did. If so, please consider leaving us a rating on Apple Podcast, Google Podcast, Stitcher, or wherever you consume this content and share it with someone else who might benefit from our message. It helps others find our message and improves our visibility.

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Audio provided by Free SFX and Bensound.

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