You might have heard the analogy about sales (including social selling) being like a cocktail party.
The person at the party people want to talk to is NOT the guy talking about how great he is. Rather, it's the person who's doing active listening - responding to and engaging with what others have to say.
Sales is the same. Successful salespeople are not those who yammer away at the prospect with a megaphone, talking incessantly about their products and services. Instead, it's the person who listens to the prospect's pain points and challenges, showing understanding by articulating the problem and painting a picture of a solution before ever mentioning their own product.