Most salespeople miss these key social selling skills — are you one of them?

Did you know that 78% of salespeople engaged in social selling outperform their peers who aren't? ?? In today’s digital-first world, social selling isn’t just a trend—it’s a game-changer, especially in B2B. Salespeople are no longer just the ones closing deals; they’re becoming trusted advisors, relationship builders, and educators. To stay ahead, they need to master a unique set of skills. So, what does it take to excel in social selling, and why are these competencies critical?

Here are the core competencies salespeople should focus on to grow in social selling:

1. Building Genuine Connections

The ability to invite prospects and clients through platforms like LinkedIn is at the core of social selling. This means developing the competency to engage authentically, not with cold, impersonal messages but with personalized, thoughtful invitations that help establish a relationship of trust right from the start. Unlike traditional sales, social selling invites a more human, less transactional connection.

2. Active Engagement in Content

Social selling thrives on interaction. Salespeople must regularly engage with content by commenting on, liking, and sharing posts from prospects, clients, and thought leaders in their industry. This ongoing interaction nurtures relationships and helps salespeople stay top-of-mind, positioning them as engaged and informed participants in their prospects' worlds. Salespeople need to develop the skill to identify and engage with relevant content to drive meaningful conversations.

3. Developing a Strong Personal Brand

Salespeople are no longer just representing their company—they are building their own brand. Publishing educational and industry-relevant content enhances both personal and company credibility. This positions them as trusted advisors, which is crucial for social selling. The competency here is understanding how to craft, curate, and distribute content that resonates with their audience while building their reputation as a knowledgeable and reliable source.

4. Educating and Guiding Clients with Tailored Content

Clients and prospects expect salespeople to provide value, not just pitch products. Salespeople need to learn how to tailor their communication and offer educational content that helps their clients navigate their challenges. Whether through posts or private messages, educating and guiding prospects through the decision-making process builds trust and increases the likelihood of conversion.

5. Providing Feedback to Marketing

A successful social selling strategy is a collaboration between sales and marketing. Salespeople must develop the ability to offer actionable feedback to the marketing team regarding which content resonates with prospects and what kind of interactions lead to deeper engagement. This feedback loop ensures that marketing can refine content strategies and deliver materials that better support the sales process.

The Bottom Line: Competencies Drive Results in Social Selling To thrive in social selling, salespeople need to focus on more than just closing deals. They must excel at building genuine connections, engaging with and creating content, and working closely with marketing to ensure a cohesive, impactful strategy. The more a salesperson develops these skills, the more effective and valuable they will become in driving business results.

Is your team ready to develop these competencies and unlock the full potential of social selling? Start by focusing on these key areas, and watch as your social selling results take off.