BY Jessica Helinski
Social proof in sales is a powerful way for reps to drive awareness, build credibility and inspire trust. Today’s buyers increasingly turn to reviews and testimonials during their purchase journey. And sellers who can’t be found? They may be losing new business.
What is social proof in sales?
If you aren’t familiar with the term, social proof refers to the tendency of people to look to the actions and behaviors of others when making their own decisions. Others' opinions can influence others, especially when it comes to B2B sales.
"Social proof isn't just nice," explains Director of AdMall Sales Denise Gibson.
"It show prospects that others like them have already made the choice and experienced success."
Buyers want to see social proof
Findings from the B2BuyerSCAN reveal that social proof is essential when considering vendors. Nearly half of buyers say they look to social media posts and reviews when researching a seller. And that number is highest among young buyers (Gen Zers and millennials).
When it comes to business verticals, buyers of real estate and construction solutions rate social proof higher than others. Over half of this group looks for posts and reviews about a vendor on social media.
Buyers also seek out comments from other businesses about a vendor. 33% say they will check comments posted on social media when researching a vendor or solution.
All types of social proof matter to buyers
The study also found that in-demand social proof isn’t just what’s found on a social network. 60% of buyers say, in general, they read reviews or comments from others who have already purchased the solution they’re considering.
Other insights include:
- Review quantity can impact decisions. Nearly a quarter (23%) indicate that a business should have at least 15 recent reviews to sway their decision.
- Positive reviews carry weight. About 37% of respondents say that positive reviews influence them in favor of a business. Conversely, 23% said negative reviews influence them against a business. And specifically, a whopping 55% of Gen Z buyers are swayed by positive reviews.
- Testimonials are persuasive when perceived as genuine. Around 43% said that a testimonial from a satisfied customer can influence their buying decision, as long as it seems authentic.
How can sellers use social proof?
It’s clear that social proof in sales obviously can be a driving influence on purchase decisions. But knowing how to successfully leverage it may not be as clear.
Social media
Regarding social media, there are many opportunities for reps to inspire and share proof. Salesloft suggests that sellers themselves highlight popular content like reviews or influencer posts that feature their solution.
They can also share and respond to customer feedback. By using social media interactions as digital word-of-mouth, they can build credibility and engagement. Salesloft also points out that highlighting follower count can be valuable.
“Displaying the size of your customer base or social media following is an easy way to demonstrate your popularity and trustworthiness.”
And don't forget: You can actively encourage feedback As Ella Nyström notes, "make it easy for clients to leave feedback by providing clear instructions and links" in communications and on your website.
Follow up with satisfied clients and gently nudge them to share their experiences
Case studies
Non-social-media-based proof can be generated via case studies. As the professionals at Salesloft point out, these can provide a deeper look into the user’s journey.
“They move beyond simple reviews by telling a comprehensive story of challenges faced, solutions implemented and the ultimate success achieved.”
If you haven’t yet crafted case studies, it’s time to get started. Take a look at SalesFuel’s detailed guidance for putting together case studies that will have an impact.
Make sure that buyers seeking social proof find you. And by ensuring the social proof they find is high-quality and authentic, you position yourself and your solution as a valuable, credible choice.
Photo by Samsung UK on Unsplash
