Social Proof… How It Builds Your Credibility! eYeFacilitate Mark Hinton mark@eyefacilitate.com ...

Social Proof… How It Builds Your Credibility!

eYeFacilitate Mark Hinton

mark@eyefacilitate.com www.eyefacilitate.com

828-215-5510

© eYeFacilitate 2012 Confidential / NO Reproduction or Distribution

© eYeFacilitate 2012 Confidential / NO Reproduction or Distribution

Innovate and Adapt to Thrive!

© eYeFacilitate 2012 Confidential / NO Reproduction or Distribution

Why Does Your Opinion Matter Less Than the Opinion of Others?

“I bought it because they all bought it and really liked it a lot!!!”

Become Their Advocate

• You become perceived as the advocate and NOT another sales person when you employ Social Proof into “helping them buy”!

Trust!

How?

You Become Their Advocate

• Social Proof provides the perception to your consumer that other people love what they purchased from you. This is evidence THEY can buy it from you with confidence, also!

It’s Well Researched

• Professor Robert Cialdini, a leading expert in social psychology, has many examples. In one study, his team tested messages to influence reusing towels in hotel rooms. The social proof message – “Almost 75% of other guests help by using their towels more than once!” had 25% better results than all other messages. And adding the words “of other guests that stayed in this room” had even greater results!

We Tend to Say “I recommend…”

• Until you’ve established trust, your consumer cares more about other consumer’s or their friends endorsements than they do about what you’re got to try to sell them.

© eYeFacilitate 2012 Confidential / NO Reproduction or Distribution

He’s a pepper, she’s a pepper, we’re a pepper….

“I bought it because they all bought it and really liked it a lot!!!”

Wisdom of ‘The Crowds’

• Ray Kroc started using social proof in 1955 by hanging an “Over 1 Million Served” sign at the first McDonald’s. Highlighting popularity or large numbers of users implies “a million people can’t be wrong.

Why Does it matter?

• More than 61 million people visit Yelp each month to read user reviews… and reviews drive revenue; a recent HBS study showed that a 1-star increase in a Yelp rating leads to 5%-9% growth in sales.

Why Does it matter?

• Friends inviting friends to play through Facebook and other social networks helped Zynga grow from 3 million to 41 million average daily users in just one year

Why Does it matter?• Moms, arguably the most valuable

demographic on the social web, rely heavily on friends and family recommendations. A recent “Babycenter” study showed moms rely on the wisdom of their friends 67% more than average shoppers; and they rely on social media 243% more than the general population.

Building YOUR Social Proof!• In the age of the social web, social

proof is the new marketing. If you have a great product waiting to be discovered, figure out how to build social proof around it by putting it in words that patient/consumers say and understand.

Building YOUR Social Proof!• In the age of the social web, social

proof is the new marketing. If you have a great product waiting to be discovered, figure out how to build social proof around it by putting it in words that patient/consumers say.• Often they are the early influencers.

And, engineer your product to share the love.

Building YOUR Social Proof!• Social Proof is the best way

for new consumers to learn why your product is great, and to remind existing customers why they made a smart choice!

Fear Of Missing Out!• The FOMO, Fear Of Missing

Out phenomenon dictates that as people are wired to learn from others, they are also wired to want things in short supply!• Let’s examine further:

Make The Offer Time Sensitive!• Example: “Kathy, order this today

and the lab will provide a voucher for half off! Other patients take advantage of the great savings and I’ll bet you don’t want to miss out on this either, does it make sense for you to take advantage of this promotion today and save even more?”

Using Social Proof to Your Advantage!

• People don’t want to miss out on a good thing, so make your offerings sound awesome and use other consumer examples and endorsements to influence your prospect market.• Let’s examine some examples:

Examples of Social Proof in Action!

–“Kathy, that’s a great question, I’ll share with you why other patients love the light adaptive lenses and then you decide if the advantages make sense for you, too!”

Make them “Club Members”, too!When you add the word “too” or “also” on the end of your benefit message, you’re including your present consumer into “the club” of your other consumers! People want to join “the club!”

“Club Members”, TOO!“Kathy, Patients love their extraordinary sight through their new lenses and I’ll match yours exactly to the lenses the doctor examined you with today so you’ll see as sharp and clear as you did in the exam, too!”

Examples of Social Proof in Action!

–“John, I’ve had other patients who felt the same, but when they realized the benefits, they decided to take advantage and include it!”

Examples of Social Proof in Action!

–“Ben, you’re not alone there, other patients have felt the same as you, but after they understood what they’d sacrifice without it they decided to include it. I’ll share the reasons and you decide?”

Make a New Friend!

–“People don’t care how much you know until they know how much you care!”

Make a New Friend!Always determine your consumers PREFERRED name before you just dive in!... It’s often different than their given first name:Let’s examine:

Make a New Friend!

Make a new friend first by simply asking:

• “William, I’m Kathy, what do your friends call you?”

Using Social Proof to Your Advantage!

• Using Social Proof is as simple as telling a great brief story about an experience one of your other patients experienced with a service or product you provided and…

then closing with a call to action question, like: “Bill, do those advantages make sense for you, too!”

Make a New Friend!Now you can become their advocate by using their Preferred Name & Social Proof AND you’ll close more sales while Helping them BUY!

Let’s Play!

• Why should I buy Transitions?

• Why should I buy a year of CLs?

• Why should I buy sunglasses?

• Why should I buy backup glasses?

• Why should I schedule an appointment?

Get Started! YOU will LOVE it!

• The very best way to begin to use Social Proof in your business is to reserve time with co-workers or teammates, recall patients who were thrilled with the service or product, develop your sincere, brief success story with your closing call to action question, and practice and refine until you feel confident to deliver an awesome experience!

eYeFacilitate Thank You!

• Designed For you and Your Team!

• Invite us to your office; you’ll be as thrilled as your colleagues!

Mark Hintonmark@eyefacilitate.com

www.eyefacilitate.com 828-215-5510

© eYeFacilitate 2012 Confidential / NO Reproduction or Distribution