The key, as the excerpt states below, is to position yourself as an expert consultant, not a salesperson.

As Inbound Marketing gains ground (where the customer initiates contact, not the business contacting the customer), the traditional methods of selling have becoming less effective; indeed today's customers are over half way through their purchase process before they even contact a supplier.  It's therefore more important than ever, for anyone in sales to embrace digital technology and become familiar with 'social selling'.  

This article from Inc has 4 steps on how to gain trust and position yourself as that expert.

However, if you want to find out more about social selling, take a look at our free e-book available here.