“Inspiration exists, but it has to find you working.” ~Pablo Picasso
Lately, I’ve been thinking about how closely selling resembles art. In fact, the best salespeople I’ve known—many of whom are also masterful trainers and coaches—don’t just sell. They create. They connect. They inspire. Selling, at its highest level, is art.
Like great artists, great sellers draw from inspiration, discipline, and a relentless drive to express something meaningful. Sales isn’t about manipulation—it’s about communicating value in a way that resonates deeply. It’s about using the right tools, the right tone, and the right timing to reach your audience in a way that feels natural, even inevitable.
And who better to emulate than Pablo Picasso? As an art history major in college, I studied him extensively. Picasso didn’t just contribute to the world of art—he reshaped it. His legacy spans painting, sculpture, ceramics, and printmaking, and he stands as the undisputed Father of Modern Art. What made him great wasn’t just talent—it was the combination of relentless curiosity, fearless experimentation, and the tools he mastered to bring his vision to life.
That same blend of inspiration, determination, and medium applies to selling and by extension, Social Selling.
What Is Social Selling, Really?
Social Selling isn’t posting content and waiting for likes. It’s the practice of using social media platforms to engage with past, present and future car buyers in a helpful, meaningful, and consistent way throughout their decision-making journey. When done well, Social Selling removes the need for cold outreach—you’re engaging with people (leads) in a familiar place who already trust your voice.
When you master this approach, your buyers don’t feel sold to—they feel supported. They seek you out. They share your insights. You build not just a pipeline, but a following.
To become a true artist of this craft, you must think like Picasso: push boundaries, explore new angles, and turn each interaction into an opportunity to create something of value.
Here’s how.
4 Steps to Mastering Social Selling Like an Artist
1. Look: Observe the Landscape and Tune In to What Resonates
Before Picasso painted, he looked—closely, intensely, and often at things from multiple angles. The same applies to your Social Selling strategy.
- Study your buyers: What topics light them up? What challenges keep them up at night? Follow the conversations they’re having online. Listen before you speak.
- Build your personal brand: Every post, comment, and article should reflect your core values and professional integrity. Make sure your digital presence is authentic, consistent, and valuable.
- Be a student first: Spend time every day reading, watching, and listening to content that resonates with your ideal audience. Understand what inspires them so you can reflect it back in a meaningful way.
The more you observe, the more attuned you’ll be to the “colors” that move your customers.
2. Imagine: Sketch the Outline and Mix Your Palette
“A bad artist copies. A great artist steals.” – Pablo Picasso
This quote highlights the difference between imitation and innovation. Picasso is saying that great artists don’t simply replicate what others have done; they absorb inspiration so deeply that they make it their own. They transform existing ideas into something new, original, and personal.
This isn’t a call to plagiarize. It’s a reminder that creativity is a remix of what inspires us. The more you absorb, the more your own voice will emerge.
- Borrow ideas—then build on them: If a concept, story, or framework resonates with you, add your take. Offer context. Advance the conversation.
- Use multimedia to paint with depth: Words, images, videos, polls, even GIFs and memes—these are the tools in your artistic arsenal. Combine them in ways that capture attention and deliver value.
- Draw your framework: Begin shaping your message. What do you want to be known for? What knowledge can you share that will help buyers move forward?
Your unique voice is your signature. Make sure it’s part of every brushstroke.
3. Invent: Paint the Masterpiece and Guide the Buyer’s Journey
Here’s where you pull it all together.
Social Selling isn’t about one-off posts. It’s a discipline. It’s showing up with value consistently, and using each interaction to build trust, credibility, and momentum toward a decision.
- Be present where your buyers are: Maintain a thoughtful, active presence on LinkedIn, Facebook, Instagram, or wherever your customers spend their time.
- Create a content hub: Whether it’s a blog, podcast, YouTube channel, or newsletter—give buyers a place to explore your expertise on their own terms.
- Engage like a human: Comment on others’ posts, respond to questions, and start conversations. Social Selling is about dialogue, not monologue.
- Use your insights to qualify and connect: Identify leads in your network and engage them thoughtfully. Guide them down the funnel by solving real problems, not by pitching first.
Over time, your presence becomes your proof. Your value becomes visible. And your “masterpiece”—your sales success—is the natural outcome of all the trust you’ve built.
4. Evolve: Refine, Reflect, and Reinvent Your Approach
Even Picasso didn’t stay in one style forever—he moved from Blue Period to Rose Period to Cubism, always challenging his own boundaries. Social Selling works the same way. If you want long-term success, you can’t get stuck in what used to work. You must evolve.
- Measure what matters: Track engagement, conversations, and connections that convert. Look beyond vanity metrics and focus on relationship-building KPIs.
- Learn from your connections: Pay attention to which posts spark discussion and which ones fall flat. Let your buyers guide your content evolution.
- Experiment with new formats: Try audio, carousel posts, polls, livestreams, or long-form articles. Keep your content mix fresh and surprising.
- Adapt to platform shifts: Social media is not a static environment—it evolves constantly. Algorithms change how content is prioritized and shown to users. Features are added, removed, or emphasized based on user behavior and platform strategy. What worked six months ago might now go unnoticed.
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- Stay informed about updates to each platform you use (LinkedIn, Instagram, Facebook, etc.) by following their blogs or creators who track changes.
- Learn how new features like Stories, Reels, Carousels, or LinkedIn’s newsletter tool might amplify your reach or improve engagement.
- Adjust your posting strategy to align with algorithm preferences—such as favoring comments over likes, rewarding dwell time, or prioritizing native content over external links.
- Test and track how your content performs after major updates, and be willing to pivot your approach quickly.
- Above all, avoid getting too attached to a single tactic. Mastery in Social Selling means staying agile and willing to evolve with the medium.
- Revisit your personal brand: As you grow, your messaging should grow with you. Recalibrate your positioning to reflect your ever-evolving value.
Art is never static—and neither is influence. Mastering Social Selling means staying flexible, open to change, and committed to growth.
Final Brushstrokes
To be the Picasso of Social Selling, you don’t need to be the loudest or flashiest. You need to be the most consistent, the most curious, and the most connected to your buyers’ needs. Use your imagination, refine your process, and show up daily with value.
Social Selling isn’t a shortcut. It’s a long game. But for those who treat it like art, it becomes a masterpiece in motion.
So: Look. Imagine. Invent. And let your work speak louder than any pitch ever could.
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