Kindergarten rules for social selling: Share, don’t shove 

Remember kindergarten? 

You learned to say please and thank you, to wait your turn, and—most importantly—not to grab things out of someone else’s hands. These simple rules laid the foundation for how to build trust and play nicely with others. 

Funny thing is, those same rules apply to social selling. 

I was recently chatting with my friend Richard Bliss—an absolute wizard when it comes to helping sales teams build digital trust—and we found ourselves laughing about how the very basics of human connection still matter more than ever in a digital world. 

And yet… so many salespeople get it wrong. 

The ick of instant pitching 

Let’s be honest. LinkedIn has become noisy. Connection requests flood in, and before you can blink, you’ve got a cold pitch in your inbox—“Buy my thing,” “Schedule a call,” “Check out my solution.” It’s like someone walking into a networking event, skipping the handshake, and jumping right into their sales deck. 

What happened to just saying hello? 

Social selling isn’t about shortcuts. It’s about showing up consistently, adding value, and being, well… human. It’s about giving before you ask. And if you’re not doing that, you’re not social selling—you’re just broadcasting noise. 

Sharing is still caring 

Here’s what Richard reminded me (and what I see with clients time and again): people don’t post on LinkedIn hoping nobody sees their content. They want to be seen, heard, acknowledged. 

So when you’re trying to build a relationship?

• • Like their post. 

• • Leave a thoughtful comment. 

• • Share something that builds on their idea. 

No sales pitch. No agenda. Just contribute to the conversation. 

It’s the digital version of handing someone the crayons before you ask to use the scissors. 

Inside sales with a kinder twist 

At Mercer-MacKay, we’ve started to rethink inside sales too. We hired a team whose sole job is to listen. They’re not pitching—they’re connecting. Asking why someone downloaded a resource. Offering help. Saying, “No problem” if it’s not a fit. 

You’d be amazed at what happens when people feel seen and respected. Bookings go up. Brand sentiment improves. Your sales funnel starts to feel less like a chase and more like a conversation. 

And it all starts with one mindset: what can I give before I ask for anything? 

A better way forward 

The sales landscape has shifted. Cold calling is fading. Digital trust is rising. And your ability to build relationships—genuine, human relationships—is your new superpower. 

So maybe it’s time we all went back to school. 

Kindergarten school. 

Let’s remember what we learned:

• • Share first. 

• • Be kind. 

• • Say thank you. 

• • And never, ever grab someone’s attention only to hijack it with a pitch. 

Because the best salespeople in 2025? They’re the ones who lead with empathy, generosity, and trust. 

And if you’re wondering how to get started—reach out to Richard Bliss. He’s one of the best in the business at helping sales teams build social muscle without breaking the rules of the sandbox.