Social media is such an important marketing tool and so ingrained in our daily lives that that it’s easy to forget how new it still is. Combine that relative newness with the rapidly changing nature of social trends, and you’ve got a perfect recipe for myth-making. If you want to hit your social selling ROI marks, you need to separate the myths from the truths.

Social selling myths often spring from a tiny bit of truth. Say, for example, that social selling is complex. That’s an undeniable fact, but you can’t say social is complex without also acknowledging that many, many people have already navigated that complexity and are converting social sales right now.

Let’s take a look at four more of the biggest social selling myths, and why you shouldn’t let them keep you from social success.

My Customers Aren’t On Social!

This is a popular refrain, especially from B2B salespeople. Sure, social is a great way for B2C sellers to connect with target customers, but it’s of no use to me. And those B2B people may have had a point… ten years ago, when social barely resembled the marketing and societal force it has become today. At this point, though, everyone’s customers are on social.

• B2B buyers may have different needs than consumers, but they still search for information through the same channels as everyone else. When they have a question, they ask Google. When Google answers, there will likely be more than a few social links in the first page of results.
• B2B buyers and businesses also use social in the more direct sense, maintaining profile pages and interacting with connections. It’s for marketing, but also for relationship building. Even a simple, friendly interaction can lead to a sale down the line.

It’s Too Confusing!

You can replace “confusing” with any word that says social selling is just too hard to understand. The truth is that while there’s a real learning curve involved, it’s not some impossible puzzle. If you have a social question, your answer will usually be just a search query away. The web is full of resources to help you navigate the growing pains of social selling.

• Even people who use social on a personal basis will sometimes claim confusion as soon as you add the word “selling” to the equation. This is a good time to mention that while selling on social is different, it’s not totally alien to selling through traditional sales channels. So your sales experience will be a beneficial guide, even if you’re new to social itself.
• Like anything else complex, social selling gets easier the more you do it. What seems like a huge task at the outset will eventually look simple in hindsight.

It’s Too Time-Consuming!

Consider this the sibling of the it’s too confusing complaint. There’s no getting around the fact that effective social selling requires an investment of time, but so does using any other sales tool. You have a variety of options to reduce that time commitment while still achieving your goals.

• Ask questions, especially early in the process. Little details like how to set up your profile, how to manage connections, and how to upload photos can be needlessly time-consuming. Look for help, and a three-hour problem can be solved in three minutes.
• Use marketing tools to help manage your social pages once you’ve got them up and running. Marketing automation tools, for example, allow you to keep notes on prospects, manage engagement, and send targeted content that will move your prospects toward action.

It Doesn’t Work!

This is the one myth on this page that you can toss right into the garbage bin, without thinking twice about it. Why? Well, the answers are all around you. The biggest, most forward-thinking companies in the world or selling on social. Over a billion people are on Facebook. Social is even creeping in to the brick-and-mortar world. Visit any retail store, and you’ll see the “find us on social” icons at the bottom of traditional advertising materials. It’s everywhere.

• You can find proof that social selling works everywhere you turn in the digital world. If you’re still not convinced, dive into analytics. The data will confirm what social’s prominent position in our world suggests.

Succeeding in sales means always being ready to adapt when a tool comes along that can increase your productivity. You’ve adapted to plenty of other changes in the selling environment, and you can adapt to social, too. There’s no grand secret to selling on social, but there are plenty of tools to help along the way. Start simple, by dismissing the myths that have kept you from getting the most out of your social presence.