Social selling
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Social selling means selling by relying on your social presence: salespeople post, comment, approach people individually and keep the relationship going on social networks, alongside the phone and email. ## Not advertising, but selling Social selling is not built with paid campaigns, but with salespeople's personal accounts, targeted messages and rigorous follow-up. Content is there to create familiarity; the meeting is won in the conversation. ## Personalisation is the key That is why a message showing you understand the prospect's context gets replies when a standard message has no effect. ## An extension of the CRM A LinkedIn contact that is not recorded is a lost contact. The pipeline must include prospects from social selling, with scheduled follow-ups and meeting tracking.When this guide is for you
- You sell B2B and your decision-makers are active on LinkedIn
- Your telephone prospecting yields little and you want to arrive with context
- Your sales team does not use the company's social profile
- You want to build an expert presence capable of generating meetings
- You are launching a new offer on a market that is already identifiable
Step by step
- Clarify the offer and target — Define the problem you solve, the precise target (sector, role, company size) and the proof points. Social selling often fails for lack of a target: you approach everyone, so nobody.
- Optimise profiles and page — Polish the salespeople's profiles and the company page: headline, photo, customer-focused summary, recent posts. Prospects check the profile before replying.
- Post and comment usefully — Post content showing expertise and, above all, comment on the posts of prospects and peers in their sector. Commenting intelligently creates familiarity that makes a private message far more effective.
- Personalise the approach — Send short, personalised messages with a link to relevant content. Avoid identical mass messages, which end up ignored or reported.
- Move the conversation forward — Link leads to a CRM, plan two or three spaced follow-ups and propose a meeting or a phone call. Social selling is only an entrance; the sale is closed elsewhere.
What it costs (in MAD)
| Service | Indicative price | Good to know |
|---|---|---|
| Social selling support | 4,000 – 15,000 MAD / month (≈ 370 – 1,400 €) | Strategy, content and sales team training |
| Sales team training | 6,000 – 20,000 MAD (≈ 550 – 1,800 €) | Profiles, messages, follow-ups and tooling |
| Profile optimisation | 2,000 – 6,000 MAD / profile (≈ 180 – 550 €) | Photo, headline, summary and proof |
| Expertise content | 1,000 – 4,000 MAD / post (≈ 90 – 370 €) | Texts, carousels and customer cases |
| Sales Navigator licence | 800 – 1,500 MAD / month (≈ 75 – 140 €) | Advanced search and tracking of decision-makers |
| CRM set-up | 3,000 – 10,000 MAD (≈ 270 – 900 €) | Prospect and follow-up tracking |
Indicative ranges for the Moroccan market in 2026, excluding tax. Prices vary with scope and provider.
Mistakes to avoid
- Sending the same message to hundreds of prospects: replies become rare and the account can be restricted
- Approaching without having viewed or commented on the prospect's post
- Writing a long message presenting the company instead of asking a precise question
- Giving up after a single follow-up
- Not recording prospects in a CRM, which makes follow-up impossible
Frequently asked questions
Does social selling work on networks other than LinkedIn?
It also works on WhatsApp and Instagram for consumer customers: many purchases are completed there after a conversation. LinkedIn remains the main channel for B2B.
How much time should be devoted to it?
Allow 45 to 60 minutes a day per person: a few comments, one or two posts a week and personalised messages. Consistency matters more than volume.
What response rate should be expected?
On personalised, well-targeted messages, 20 to 40 % replies is a common benchmark. Mass messages often fall below 5 %.
Should I buy a Sales Navigator licence?
It becomes useful once you approach more than about twenty prospects a month: fine-grained search, job-change alerts and a dedicated inbox.
How do I measure results?
Number of profiles approached, response rate, meetings booked and contracts signed. The number of connections is only an intermediate indicator.
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