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The LinkedIn Sales Explosion: Does Social Selling Really Work in the Channel?

There’s been a noticeable shift in how sales teams, especially in the channel, are building relationships — and LinkedIn is right at the centre of it. What used to be a platform for job hunting and occasional updates has turned into a full-scale business development tool. Connection requests are now often the first touchpoint in a sales process. But does it actually work? 

For many, social selling feels like a grey area – part networking, part prospecting, part personal branding. And in the channel, where routes to market are often layered and indirect, it’s easy to question how effective it really is. 

 

But the short answer? It can work – if it’s done properly. 

 

Selling Without Selling 

 

At its best, social selling isn’t really about selling at all. It’s about visibility, consistency, and credibility. Partners and customers are more likely to engage with someone who shows up regularly in their feed with useful insights or a strong point of view, rather than someone who turns up out of nowhere with a sales pitch. 

 

In the channel, where relationships are built over time and influence often matters more than job title, this softer, long-term approach can be especially effective. 

 

The Human Layer Matters 

 

Channel sales often involve multiple stakeholders – distributors, resellers, end users – and decisions don’t happen overnight. Social selling adds a human layer to what can otherwise be quite transactional. It allows individuals to build personal relationships that complement wider partner marketing and sales activity. 

 

What’s more, it creates an opportunity for experts – not just salespeople – to add value. A solution engineer sharing insights on a recent customer success story, or a product manager offering a take on industry trends, can often start more meaningful conversations than someone simply pushing pricing or features. 

 

Not a Silver Bullet – But a Powerful Addition 

 

What social selling isn’t is a replacement for everything else. It doesn’t work in isolation, and it doesn’t deliver overnight. It’s one part of a broader ecosystem – alongside events, enablement, campaigns and content – that helps partners stay informed, connected and engaged. 

 

But when done consistently, it builds familiarity. And in a space where trust and timing are everything, that familiarity can be the deciding factor when a partner or buyer is ready to act. 

 

Measuring the Impact 

 

This is where it gets tricky. The ROI of social selling isn’t always immediate or neatly attributable. But that doesn’t mean it’s not working. Often, it shows up in more inbound conversations, warmer leads, or quicker movement through the pipeline. That’s worth paying attention to – even if it doesn’t show up in a monthly dashboard.