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April 30, 2020

Leverage Social Proof

In my last post, I spoke about how building a relationship with your client is such an important part of negotiating.

It’s all about creating trust. When the client trusts what you’re saying and that you’re working in their best interests, they’re more likely to buy.

Now, think about the typical negotiation situation.

The client barely knows who you are. That means they’re going to have to take your word at face value. Some clients just aren’t going to trust what you have to say when you rattle off the benefits of a product. They know you’re trying to achieve a sale so they’re looking for something more from you.

This is where you leverage your social proof.

What is social proof?

It’s all of the testimonials that you have from your happy clients. It’s the case studies that show how what you’re selling helped somebody make a big change in their life or business.

Social proof is the third-party evidence that shows what you’re selling does what you say it does.

And because it comes from an independent source, the client’s more likely to trust it than your sales pitch.

The problem for most salespeople is that they have so much social proof that they don’t use it enough. They almost take it for granted that what they’re selling does the job.

But the client doesn’t know that, which is why they’re going to challenge you.

Those challenges offer you the ideal time to leverage your social proof. You can say something like:

“I understand your concerns over this issue. Here’s how <what you do/sell> helped <a previous client> overcome <the challenges the client had>.”

Most people are followers at their core. If they see somebody else getting what they need from your product or service, they’re going to follow suit.

Send or click here to get a copy of my 7 Psychological Mistakes That Sales People Make and How to Fix Them.