How Social Proof Can Transform Your Sales Strategy

People are more skeptical now than ever, and with so many options at their fingertips, it takes a lot more than a clever pitch to convince someone to go with your product or service. This is where social proof – one of the most powerful psychological tools in sales – comes in to play. The term “social proof” describes how people often look to the actions of others to guide their own behavior. For example, think of why we always go to restaurants where there is a crowd instead of empty ones or how reviews on the internet influence our purchasing decisions. In sales, social proof will be the trust and decision influencer that changes everything.

There are several kinds of social proofs which you could use to make your sales drive even better. For instance, customer testimonials show through real-life feedback the value of a product. Second, they are a sort of case study in which you get to tell a great story of how your product or service helped someone achieve certain measurable results. Online reviews and ratings help hugely in that respect: happy customers who will share their experiences make a big difference. This is also the way to develop authority, much as social media metrics of followers, likes, and shares, which in a way point to your product being trustworthy.

To make this social proof factor work for you, present this data with results such as “92% of our customers saw results within a week.” Statistics build credibility, making your argument substantial. These testimonials have to be made real and accessible by adding visuals, such as actual photos or videos of customers using your product. Other smart moves: Use your network, if a prospect’s competitor or peer uses your product, be sure to mention it to spark interest and urgency.

Beneath every sale lies the question of trust. In other words, with social proof, it’s not so much about the product or service but selling credibility, confidence, and reassurance. When applied appropriately, social proof could take your sales to the next level and provide amazing results.