Today, buyers are increasingly well-informed before meeting a salesperson, thanks in particular to social media. Social selling is a sales strategy on social networks that aims to promote a professional brand in order to contribute to its visibility and business development. Before launching, it’s essential to identify priority target audiences, select the social network(s) where they are present, and define the objectives to be achieved. In B2B, LinkedIn is indispensable. It’s the number one professional social network in the world. A recommended social selling approach on LinkedIn is structured around four steps and the acronym ETIC.