Social Selling Playbook

Most East African service businesses either post only promotional content (skipping trust-building) or only awareness content (no conversion mechanism); this playbook bridges that gap, turning an engaged audience into a client pipeline without burning goodwill.

Use When

• Regular posting brings few enquiries; build an educate, proof, soft ask, offer and hard ask sequence.
• Scripts for answering enquiries and DMs and moving buyers to WhatsApp to close.
• Write a LinkedIn connection and message sequence and a daily routine for the founder.
• Get staff sharing or reposting company updates on their own LinkedIn, Facebook or WhatsApp through an employee advocacy programme with monthly content packs, incentives and posting guidelines.
• Sell a premium or high-ticket offer to senior, affluent or enterprise buyers through LinkedIn authority, lead magnets, nurture and executive outreach.

Do Not Use When

• biz-dev-lawful-prospecting-outreach for sourcing contact lists, consent and cold outreach sequences.
• platform-linkedin for the LinkedIn channel plan.
• social-commerce-strategy for catalogue and Mobile Money selling of products in chat.
• Stop before sending messages from a client's or employee's personal account without their written consent; deliver the scripts for them to send.

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