How ‘Social Proof’ Can Increase Sales

The question many of your potential customers will have is this: “Who else has purchased this product or service . . . and what happened when they did?

If you can show these people proof that others like them have purchased your product or service— and have enjoyed some wonderful benefits as a result of that purchase— you will greatly increase your chances of making a sale.

Before you set out to gather testimonials, make two lists:

1. Every claim, feature, benefit, and fact about what you are marketing that you want to substantiate.
2. Every doubt, fear, or question that might exist in your prospective customer’s mind that you want to answer.

Now, collect testimonials that specifically substantiate your claims and eliminate your customer’s doubts.

Here’s the four-step method I use to collect testimonials from happy customers:

STEP ONE: Make up a short list of some of your best clients/customers. These are people who you know love your company, as well as your products or services.

STEP TWO: Send these people a very short questionnaire, along with a short cover letter.

STEP THREE: Make the client/customer feedback form simple to answer and easy to return. Enclose a prepaid envelope and format it on one page so it can be easily faxed back.

STEP FOUR: When the forms come back, write up the comments you have under this heading:

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