What is social selling?

Common advice to get more sales for your online business:  "get active in the DMs!"

What happens next is you reach out to potential customers and start up a friendly conversation. Then you have this sudden realization: "How the heck should I approach talking about my service?"

You know you need to be friendly and build rapport. And you definitely don't want to pitch slap someone and get ghosted.

But ultimately to land a deal, you must shift the discussion to your offer...

So let's imagine you've been having a friendly chat with your potential customer. I'm going to share 2 methods you can use today to shift from friendly conversation to discussing sales — without being pushy.

Method 1: ask for permission

When I worked in corporate sales and performed cold calls, there were 2 things I did for every single dial.

1. Made sure the target knew I valued their time

2. Asked for permission to continue the conversation

You can apply these same fundamentals to social selling and direct messaging (DMs).

If you've been talking to a prospect but you're a bit afraid to go into "sales mode," ask if they're okay with you shifting the conversation to your offer.

Here's a script:

"I've really enjoyed chatting with you so far. No pressure - but based on our conversation it seems like you'd be a perfect fit for [insert your service here]. Do you mind if I tell you more about it?"

Here's the script in action. Let's pretend you're a leadership & executive coach:

"I've really enjoyed chatting with you so far. No pressure - but based on our conversation and your new executive role at Dundler Mifflin, it seems like you'd be a perfect fit for my program aimed at leaders in new roles. Do you mind if I tell you a little more about it?"

This is the easiest and softest way to transition without being pushy at all. Amazing for beginners who are a little bit nervous to sell right away.

This approach gives them space to hear you out without being overbearing, while also allowing the conversation to continue if they say they aren't interested.

Method 2: ask for consideration

Odds are if you're spending the time conversing with a prospect in the DMs, it's for a good reason.

Either you know they have a problem you can solve, or a big goal you can help them achieve.

With that in mind, this next method focuses on tapping into that knowledge.

Here's a script (I'll explain the variables afterwards):

"Earlier in the conversation you mentioned you were struggling with [X]. 

I have a program that helps people solve [X] without [Y]

Have you ever considered working with a [your niche title]?"

X = the big problem they have currently

Y = objection or concern they may have before working with you

Your niche title = the service your provide

Here's a proper example with all of this in action. Let's assume you're a sales consultant:

"I know this is a little forward, but earlier in the conversation you mentioned you were struggling to convert lead magnet downloads into paying customers.

My clients have seen great success having me handle the sales and contacting the leads — so they can be hands off and still grow their revenue. I only charge for the deals I close, so no money out of your pocket unless it works.

Have you considered partnering with a sales consultant before?"

Why I love this approach:

1. You immediately tap into a proven concern of your prospect

2. You answer common objections up front which speeds up the sales process.

3. You allow them space and freedom to talk about whatever they may be feeling (which is great for discovery)

The Selling Reframe

In the end, selling is helping. If you can genuinely impact someone's life or business positively by telling them about your product, it's your responsibility to do so.

Don't focus on pushing your service. Reframe all selling as an invitation. You help people accomplish X — Ask if they want to hear about it or join in to hit their goals.

Combine this approach with making offers and starting new conversations every single day. If you do, you'll start landing more customers.

If you enjoyed this article, you'll likely enjoy this too:

Part of making sure those DM conversations are with the right audience is attracting the right people through content.

The key isn't to post every single day or try to go viral — The key is having the right content strategy in place for your specific business model.

If you're looking to refine and optimize your content strategy so you start attracting high-value clients and converting at a higher rate, check out our content strategy course by clicking here.