“Wow,” I thought to myself. “If I ever need tax help I’m calling this guy.” I was in the waiting room of a local CPA, looking through a very plain, white binder filled with letters from his clients thanking him for getting them out of tax trouble. They raved about how he got their tax bills cut by, in some cases, 90% or more; how he saved their businesses; how he gave them their lives back. That was more than 12 years ago, and the impact of those letters was such that I still remember it clearly, and since then I’ve referred many people to him.

That’s the power of social proof.

Many times during my live speaking events, I’ve polled the room and asked the dealers if walk-ins are more distrusting than 15 years ago. At least 90% of the hands always go up. Consumers have been lied to by the government, spied on by the NSA, had their financial world rocked by Wall Street corruption, seen major ripoffs by big companies, and on and on. What you and I think about these things is irrelevant; it’s what the mass of consumers believe, and they are more skeptical and distrusting than ever.

The good news is that dealers who get very good at providing social proof can gain a significant advantage over competitors who can’t or won’t. Here is a list of social proof strategies that will help you be a “beacon of trustworthiness” in your market.

Written Testimonials

Train your sales people to ask for testimonials after every completed installation. These serve as multi-purpose social proofs that can be used everywhere: Your website, in your showroom, in a binder (like the CPA), your printed advertising, social media, etc.

Photos

Train your sales team to take photos during the post-installation follow up visit. Get photos of your client standing on their new floors. Do before and after shots. Use these everywhere possible, online and offline.

Videos

When you get a raving fan client, ask them if you can do a quick 3-minute interview about their experience. Interview questions should include:

  • What made you choose Jimbo’s Floors?
  • What did you like about working with us?
  • How do you like your new floors?
  • Would you recommend Jimbo’s Floors to a friend?

Post videos on your website, Facebook, YouTube, and any other social media you’re using.

Online Reviews

My last post was about the importance of online reviews, so I won’t repeat that here except to say that reviews are extremely important for dealers. You should be asking every happy client to review your business online. Positive reviews can be repurposed in all your marketing, both online and offline.

Monitors On Your Closing Table

Your best testimonials and photos can be edited into a video, or built into a Powerpoint presentation. Have a monitor on your closing table that faces the client with the video or Powerpoint playing in a continuous loop.

Testimonial Brag Wall

Install a large corkboard on a wall in your showroom where every walk-in will see it. Cover it with testimonials, reviews, letters from clients, and photos.

Review Booklet

Hire a graphic designer to compile your best reviews, testimonials and photos into a full-color booklet. Every walk-in gets a copy.

Quotes

When you’re bidding on a commercial job or putting together a quote for a residential remodel, include testimonials with the quote.

Links

Build a ‘Review’ page on your website that has testimonials, photos and videos of raving fan clients. Post links to this page in your email signature, e-newsletters, job quotes, Facebook, YouTube channel, and any other social media you’re using.

I’d love to hear what you are using for social proof in your business. Email me.

 

To Tons Of Customers!
Jim Augustus Armstrong is The “Coach”

Jim Augustus Armstrong is the President of Flooring Success Systems, a program that equips dealers to double their profits, cut their work hours in half and beat the boxes! Many dealers have totally transformed their businesses and their lives for the better after joining Flooring Success Systems.
See what real, live dealers are saying!