Social selling isn’t just the latest sales fad - it’s what happens when you realise the phone isn’t the only way to reach people. For SDRs, LinkedIn is like the modern-day Rolodex, only everyone’s oversharing, and no one remembers to spell-check their posts.
Still, there’s gold to be found if you know where to dig. This guide is your map to getting started on using LinkedIn to your advantage.
Why Bother With Social Selling?
Let’s be honest: buyers aren’t eagerly awaiting your cold call. They’re busy Googling you and reading your LinkedIn profile while pretending to listen on Zoom. The trick is to show up on their radar before they’re even aware you’re selling. Think less “sales pitch” and more “planting seeds of trust while casually loitering in their feed.”
What’s in It for You?
Less Rejection: A LinkedIn interaction beats a phone call that gets ghosted.
Higher Success Rates: If they’ve seen you online, they’re more likely to reply.
Future-Proofing Your Career: You can’t be replaced by AI if you’re charming on LinkedIn.
Building a Network Without Looking Desperate
LinkedIn connections aren’t Pokémon - you don’t need to catch them all. Focus on quality over quantity. Think of it as making allies, not just collecting strangers for the sake of it.
The Art of Connection Requests
A blank request is the LinkedIn equivalent of saying “Hi” on a dating app. It’s lazy and usually ignored.
Add a little thought:
Example: “Hi [Name], I saw your post about [Topic] - loved your take. Would love to connect and hear more about your thoughts on [Industry Trend].”
SDR Networking Tips:
Connect After a Chat: Spoke to someone? Send a request while you’re still fresh in their memory.
Play the Long Game: A solid network isn’t built in a day (unless you’re paying for it, which is just sad).
Stick to Relevance: That random CEO in Bolivia probably won’t help your pipeline.
Engagement: The Secret Sauce
Posting and commenting on LinkedIn might feel cringe, but it works. Done right, it positions you as “that SDR who knows their stuff” rather than “that one who sent me 14 InMails in a week.”
Why It Matters:
Visibility: The LinkedIn algorithm rewards activity, so your name pops up more often.
Credibility: Insightful comments make you look competent - even if it’s just your team liking your post.
Pipeline Growth: When people know you, they’re more likely to engage with you.
How to Engage Without Embarrassing Yourself:
Comment Like You Mean It: No more “Great post!”. Say something useful, like:
“This lines up with what I’ve seen in [Industry]. Curious - how do you see this evolving?”
Share Things That Matter: Posting memes is fine, but balance it with actual insights or articles.
Respond to Everything: If someone comments on your post, don’t leave them hanging - it’s not Twitter.
Converting Connections into Conversations
This is where it gets tricky: you’ve made the connection, but now what? Spoiler alert: immediately pitching your product isn’t the way. Nobody logs onto LinkedIn thinking, “I hope someone sells me something today.”
What Works:
Offer Value First: Share an article or insight they’ll genuinely find helpful.
Be Casual, Not Creepy: Skip the formal pitches. Instead, try:
“I’ve been chatting with others in [Industry] about [Challenge]. Would you be open to swapping ideas over a quick call?”
Read the Room: If they’re liking your posts or replying to comments, they’re probably interested. If not, give it time.
Follow-Up Without Being a Nuisance:
Start Light:
“Thanks for connecting! Loved your take on [Topic] - keen to stay in touch.”
Add Value:
“Came across this article on [Trend] and thought it might interest you.”
Ask Thoughtfully:
“How’s [Challenge] affecting your team? Is it on the radar for 2024?”
Building Habits (Because We All Need a Routine)
Social selling works best when it’s a regular habit, not a frantic burst of activity every other month. Dedicate a few minutes weekly to LinkedIn, and watch the magic happen.
A Simple Weekly Plan:
Monday (15 mins): Check messages, comment on a couple of posts, and see who’s interacted with you.
Wednesday (20 mins): Send 10-15 connection requests, post something useful, and engage with your feed.
Friday (15 mins): Follow up with new connections and wrap up the week with thoughtful comments.
Stick to this, and by the end of the quarter, you’ll look like you know what you’re doing - even if you don’t.
Final Thoughts: Social Selling Without the Cheese
Let’s keep this simple: social selling isn’t about becoming LinkedIn famous. It’s about being active, helpful, and - above all - human. The more you show up, the more trust you’ll build, and the easier those sales conversations will become.
Now get out there, start commenting, and remember: everyone’s winging it on LinkedIn, so you might as well join in.