Lead generation can be a difficult task for small and medium-sized enterprises (SMEs), especially when the products offered hardly allow for repeat purchases. Industry and trade fairs are therefore a good opportunity for customer acquisition, but the effort—both personnel and financial—is considerable. SK-Laser, a specialist for laser machines from Wiesbaden, takes a different approach: Social Selling instead of trade fair stands—and with great success (The information in this case study is based on an interview by the author with the managing director Dina Reit on 03.08.2022 in Wiesbaden.).