SOCIAL PROOF. Dr Robert Cialdini, whose work I've been riffing on for the past few editions of SELLING WITH INFLUENCE has just one testimonial on the back cover of Influence: Science & Practise. But that one person is Charlie Munger, the co-founder of Berkshire Hathaway. Who rarely - if ever - gives testimonials. Boom!

People are influenced by the actions and opinions of others. When faced with uncertainty, individuals tend to look to others for guidance, assuming that if others are doing something, it must be the correct or best course of action.

This powerful psychological trigger, also known as consensus, can be a game-changer for when you are looking to influence customer behaviour, build trust, and increase conversions.

WHAT IS SOCIAL PROOF?

Social proof, or consensus, refers to the psychological phenomenon where people look to the behaviours and actions of others to determine how they should act in a given situation.

Essentially, it’s the concept that "if everyone else is doing it, it must be the right thing to do."

This principle can be especially powerful in sales, as it helps reduce uncertainty for potential buyers. When customers see that others are buying, using, or endorsing a product, they are more likely to follow suit.

There are several types of social proof, which can all be utilised in sales contexts:

Expert social proof: Endorsements or recommendations from credible or recognised authorities. Such as Charlie Munger.

Celebrity social proof: Support from celebrities or well-known figures.

Peer social proof: Testimonials, reviews, and recommendations from people who are similar to the customer.

Wisdom of the crowd: The concept that large numbers of people doing something are a signal of its value or correctness. Which is why Amazon doesn't show star ratings, but the number of reviews.

By strategically using social proof, you can guide customers toward purchasing decisions and create a sense of security that others have already validated the product or service.

It makes buying less risky and can make an unknown product or service more desirable "Lots of people are already using this, I'm just late to the party".

LEVERAGING CUSTOMER REVIEWS & TESTIMONIALS

One of the most common and effective ways to use social proof in sales is through customer reviews and testimonials. These form the foundation of peer social proof, where the experiences of previous customers help guide potential buyers toward their own decisions.

Positive reviews and testimonials can provide credibility, foster trust, and demonstrate the value of the product in a relatable way.

You can effectively use reviews and testimonials in several ways:

Displaying reviews on product pages: Make customer reviews visible and accessible on your website, ensuring that potential buyers can see the feedback from others who have purchased the product.

Using video testimonials: Video reviews or testimonials can be particularly persuasive, as they allow potential customers to hear directly from their peers in a more personal and engaging way.

Highlighting ratings: If your product or service has a high rating on platforms like Amazon or Yelp, be sure to prominently display this. It signals to potential buyers that many others have had positive experiences.

Sharing success stories: Curating detailed case studies or success stories from customers who have benefited from the product can further solidify its credibility.

By showcasing positive experiences, you can demonstrate that others have already made a purchase and are satisfied with the product, which can reduce hesitation and encourage new buyers to take the plunge.

BOOSTING PROOF WITH SOCIAL MEDIA

Social media provides an excellent platform for salespeople to amplify social proof. Consumers often look to platforms like Instagram, Facebook, X, and LinkedIn to see what others are saying about products, services, and brands.

Leveraging these platforms can help create a sense of community around your product, which encourages others to join in.

Some strategies to use social media for social proof include:

User-generated content: Encourage customers to share their experiences with your product on social media by tagging your brand or using a specific hashtag.

Reposting user-generated content can help build credibility and create a sense of social validation.

By the way, you can buy UGC videos and posts. Do so with extreme caution! If someone is not a genuine user, genuinely reviewing, there are so many tells - better to stick with asking your genuine customers for help.

Influencer endorsements: Partner with influencers or brand ambassadors who can endorse your product to their followers. These influencers provide expert social proof that their audience trusts.

But for it to work well, there has to be an obvious connection between influencer and what is being promoted. Otherwise it's random and reeks of being inauthentic.

I know that this shouldn't matter. But it does, and it works. Aviation Gin, Huel, Skims, and many others.

Influencers do not just have to be the obvious "celebrities". Experts are also highly influential and ca add enormous credibility to your product or service.

Customer stories, case studies, and shares: Showcase real-life examples of how your product or service has made a difference for customers. When others see their peers enjoying success, they’re more likely to believe the product works for them as well.

The power of social media lies in its ability to reach a wide audience and present social proof in real-time, making it easier for potential customers to connect with existing ones and feel confident in their buying decision.

POPULARITY THROUGH SALES NUMBERS

Another form of social proof is demonstrating the popularity of a product or service through sales figures or customer volume. When customers see that a product is in high demand, it often signals that the product must be of value, as others have already chosen it. This plays on the concept of the "wisdom of the crowd."

Salespeople can effectively use sales numbers as social proof by:

Stating how many customers have purchased: Highlighting that a product has sold a certain number of units, or that a service has been used by thousands of people, can show its widespread appeal.

One of my friends sells to buying groups, and a major element of the conversation is making non-buyers aware that 87% (being precise matters) of the other members are taking the product. Strictly speaking, it combines social proof with FOMO.

Highlighting bestsellers: Displaying best-selling products or services can create a sense of urgency and encourage customers to make a purchase, knowing that others are already enjoying them.

Showing stock availability: Communicating that only a limited number of units remain in stock can create a sense of scarcity and add to the social proof by showing that many people are already interested.

For example, a simple message like, “Over 10,000 satisfied customers!” or “This is our top-selling product of the year!” can be an effective way to signal to potential buyers that the product is trusted by many.

THE BANDWAGON EFFECT

The bandwagon effect is another form of social proof in which people adopt behaviours or make decisions based on what they perceive others are doing.

This effect occurs when individuals, often unconsciously, follow the actions of a larger group, assuming that the group’s choice is the best one.

You can use the bandwagon effect by:

Displaying popular trends: Showcasing products that are currently trending or highly popular among certain demographics can influence potential buyers to join in.

Creating a sense of belonging: Positioning your product or service as part of a popular trend or movement can make customers feel like they’re part of an exclusive group, which can encourage them to buy.

Promoting group activities: For example, offering group discounts or family deals can play into the idea that "everyone" is getting on board with the offer.

By highlighting what the larger group is doing, you can encourage others to "jump on the bandwagon" and make a purchase.

The best exponents of this, by far, is TikTok. Sometimes it seems as though everything is "trending" or "viral"!

I'd love to tell you that I'm immune. I'm not. I've bought that "viral xxx" and if you go on TikTok, you probably have too. Or you know someone who has.

USING SOCIAL PROOF TO OVERCOME OBJECTIONS

When a potential customer expresses hesitation or concerns, social proof can help address those objections. Showing that others have successfully used the product, or that similar customers have had positive experiences, can reassure the buyer and reduce perceived risk.

Case studies and stories are extremely effective in helping people past their hesitations.

For example, if a customer is unsure about purchasing a new product, a salesperson might say, “Many of our customers in your industry have found this solution incredibly effective for streamlining their operations.”

This aligns the customer with a larger group of similar individuals, reinforcing the idea that others have made the same decision and are satisfied.

If objections are an issue you'd like to explore more, download How To Be An Objection Slayer

This week’s Needle Mover:

Create a list of the types of social proof that you already have available. Decide how you are going to use them.

Create a list of your former clients and contacts. Start recontacting them and ask for testimonials and referrals.

​I know it's a pain. Don't care. It matters!