Social selling sparks authentic connections

Written by: Brian Rodnick - Originally posted on Friday, October 10, 2025 - https://www.cambridgechamber.com/blog/

In today’s digital marketplace, the traditional methods of cold calling and generic outreach are rapidly losing their effectiveness as customers become more informed, selective, and empowered than ever before. 

 They expect personalized engagement and meaningful interactions before making a purchase decision giving rise to social selling, a modern approach that leverages social media platforms and online networks to build relationships, establish trust, and ultimately drive sales.

 “In this day and age, accountability looks very different than standing on someone's porch (selling something). Digitally, we must ensure that we make good on every promise and every deadline and every accountability, that is an expectation that we've given to our client,” says Andrew Leith, president of the Kitchener-based consulting firm Octant Executive Advisory Group. “I feel like a big part of it is developing trust by being present, being accountable, and by potentially being that personable salesperson or having that personable conversation that might have been lacking in that day for that individual.”

 At its core, social selling is about creating authentic connections with prospects and customers, something he says can be lacking in the approach of many salespeople. 

 “I would almost guarantee the best conversations you have in your day have some laidback feel where you're talking about yourself or you're sharing stories or points of view on something that you're somewhat passionate about,” says Andrew. “I feel these are things that salespeople have missed over the years. They offer a list of things we can do for you and how much we charge for it, rather than who are you as a person. What is the emotional reason why you might want to purchase my product?”

Don’t be ‘just another seller’

Instead of pushing a product through aggressive sales pitches, businesses can use platforms like LinkedIn, Instagram, or X (formerly Twitter) to engage in conversations, share insights, and respond to customer needs. This helps sales representatives move from being perceived as ‘just another seller’ to trusted advisors who understand their audience’s challenges and provide relevant solutions.

 “Social selling isn’t just about how can I utilize social media to build rapport, it’s about understanding that our customers are already existing out in the wild and are not sitting at their desk waiting for a call,” says Andrew.

 “I would say to anyone, having great conversations is always the thing that will lead you to sales. Yes, you need to have a great product. Yes, you need to be able to understand how that product benefits your client. Yes, you need to be able to articulate the return on their investment. But everyone else must do that, too. How do you stand apart when everyone else has their ducks in a row?” 

 He says approaching someone on a personal level and target why buying a product could ease a client’s ‘pain’ is key.

 “We can home in on what the emotion is that causes pain for our clients. And we can start at the exact opposite end,” he suggests. “Tell me how the problem you're having is impacting you and impacting your organization. And tell me how's it impacting you personally? I think once we get down to that personal pain, we find that intrinsic motivation for that individual client to purchase our product or not purchase it.”

New mindset needed

Traditional sales processes can often be lengthy, involving multiple cold calls, emails, and meetings before a prospect even shows genuine interest. Social selling helps streamline this journey because it focuses on nurturing relationships and engaging with prospects early in their decision-making process, often reducing the time needed to move a lead from awareness to purchase.

 When a prospect already knows, likes, and trusts a brand because of ongoing social interactions, they are more inclined to make faster buying decisions. This efficiency not only saves time but also boosts overall productivity for sales teams.

 But to achieve success through social selling could require a change of mindset for business leaders, something Andrew warns can be difficult.

 “Einstein supposedly once said, ‘Doing things the same way today as we did yesterday and expecting different results is the true definition of insanity’,” he muses. “Today, things are changing daily. LinkedIn algorithms change daily. The politics, the landscape of the geopolitical world changes daily. And so, we need to be able to fluctuate with that as well.”

Focus on relationships

For those ‘old school’ salespeople who are aren’t comfortable with sending automated emails or unfamiliar with CRMs, Andrew says there is great technology available that can assist.

 “On the other side, people that are completely adept at the technology and understand how to utilize it to its fullest, but they might not be taking advantage of the humanistic approach to understanding what the benefit could be to their clients,” he says, adding having employees buy-in into the idea is the best first step and recommends bringing in someone who can explain to them the value of social selling.  

 By focusing on relationships, personalization, and trust, social selling empowers small businesses to expand their reach, streamline the path to purchase, and build lasting connections with customers.

 “Every customer that you have a social selling interaction with, when you see them in public, they should want to stop and talk to you,” says Andrew. “Regardless of whether they've ever given you money or not.”

How social selling can help small businesses

 Building relationships instead of just transactions

At its core, social selling is not about hard sales tactics. Instead, it emphasizes authentic engagement and trust-building. This ongoing interaction positions them as approachable and credible. Over time, these authentic conversations create a loyal audience more likely to buy when the need arises.

Expanding reach at a low cost

Compared to traditional advertising, social selling offers a cost-effective way to reach targeted audiences. A single informative post, video, or story can reach hundreds or thousands of potential buyers without the price tag of print ads or billboards. 

Personalizing the customer experience

Small businesses can tailor messages to specific audiences, respond quickly to inquiries, and create customized offers. For instance, a local bakery could use Instagram to showcase gluten-free options to followers who ask about dietary needs, or a consultant could share tailored tips in response to questions on LinkedIn. 

Establishing authority and trust

When small businesses consistently share helpful content—whether it’s tutorials, behind-the-scenes looks, or customer success stories—they demonstrate expertise in their field. This positions them as industry authorities and makes prospects more comfortable doing business with them. 

Streamlining the sales process

Social selling doesn’t replace the sales process; it enhances it. By the time a lead reaches out after seeing valuable posts or engaging in online conversations, they’re often more informed and ready to buy. This reduces the need for lengthy sales pitches and helps small businesses convert prospects more efficiently. 

Leveraging customer advocacy

Social selling gives small businesses a platform to showcase testimonials, encourage user-generated content, and amplify word-of-mouth referrals. When satisfied clients share their positive experiences online, it expands reach organically and lends credibility. 

Staying competitive

Many larger companies already invest heavily in digital marketing, but social selling provides a way for smaller players to level the playing field. By being agile, personable, and responsive, small businesses can often outshine larger competitors who may lack the same authentic touch.