Social selling involves using social media to stay relevant with your buyer, to listen for buying trigger events and to target the right message, at the right time, to the right person. For a more robust definition of social selling check out the post What is Social Selling and How Will it Increase Sales? Once teams and individuals understand the concept of social selling, and understand the benefits, the next step is to master the best practices. Let's have a look at the Dos and Don'ts of social selling which will help to move your team from social selling laggards to leaders.

Social Selling Leader or LaggardThanks Anthony Iannarino and Eloqua for the above graphic.

DO…

 …Be a Trusted Advisor. In today's modern era, helping is selling. Try to add value and build trust within your buying community. They'll turn to you when the time is right.

…Do Research. When I take sales calls and the person on the other end hasn't done their research, I start looking at my watch. You have the data. Use it. With a combination of social monitoring and intelligence, find out what interests buyers before engaging. 

…Be Authentic. Don't be fake or sneaky. Social media has no governing body. Instead the users rule social and they'll do everything to create a "safe" place to engage. Authenticity is a big deal in social. Violators of this rule are unwelcome. 

…Nurture Prospects and Clients. Social allows you to stay in the hearts and minds of your buying community without having to do the dreaded "check in" call or send a thousand emails. Buyers will follow people that add value.

SocialSelling Dos and Donts

 DON'T… 

…Talk About Yourself All the Time. Bragging on yourself or your company all the time is a turn off. Talk about, and share, other's content – not just yours.

…Over Push Product. You can't be a trusted advisor if you can't hold a conversation without pitching. Social communities don't want people pitching their products unless asked to. Being pitchy is unwelcome.

…Bombard Leads. You want to be where your leads are, but don't immediately message them on every platform begging to give a demo or to visit your site. Build a relationship first. 

…Be Nasty. Social media is not the place to bad mouth competitors. It's not about ragging on the competition, but sharing how you can help followers succeed. Stay classy.

For more Do and Don'ts, visit Eloqua's Grande Guide to Social Selling or follow my Twitter list of sales thought leaders that make up my personal learning network.