Social Proof: Why it Matters to You
Whether we like it or not, most people are getting their information today from Social Media.
They may click a post that takes them to a website to read an article or watch a video, but they are finding that info first on a social media platform.
An important role for social media in your business is spreading word-of-mouth. Or, as it’s called today, “Social Proof”.
What is Social Proof and why does it matter?
Social proof is a psychological phenomenon where people assume the actions of others in an attempt to reflect correct behavior for a given situation.
That’s the boring definition, but here’s an example.
When people see evidence of people having a positive experience through their interaction with your brand, like with testimonials or reviews, or comments, they assume they will have the same experience.
This is a very simple but powerful phenomena that can be used to help your business.
According to a Nielsen survey, 82% of Americans say they seek recommendations from friends and family before making a purchase. 1
A similar study found that 88% of consumers trust online reviews as much as personal recommendations. 2
Yet Another study showed most people need to see a 3 star or higher rating in order to consider a review positive. 3
When it comes to reviews, specific examples are always more powerful.
It’s great when people leave unexpected reviews for your business, but it is always better to ask for a review and give them examples of how to specifically to leave a review.
So, think of the types of reviews that would work best for you and suggest that kind of language to your client.
Once you have reviews, this social proof can be used in endless ways. Add a quote to an email, to a website page, to a blog, social media, etc. Anywhere that you want to build trust.
At then end of the day that’s the key thing to remember. A good review will build credibility and trust with a potential client, before they ever meet you.
Ask for reviews regularly, and remember to ask for specifics. Don’t leave anything to chance.
So, how do you get good reviews?
Well, it will happen organically, but you should be asking regularly. When a client has a good experience, ask them if they would be willing to leave a review.
The key to a good review is to ask for specific examples to be cited when you ask a client for a review. Reviews aren’t as effective if they are broad or vague.
For example, saying “I liked working with Bills Best Medicare”, will not have the same impact as “Bill from Bill’s Best Medicare answered all my questions, explained all my options, and made it easy to pick the Medicare supplements that were best for my situation. I would definitely recommend him”
When it comes to reviews, specific examples are always more powerful.
A good review will build credibility and trust with a potential client, before they ever meet you.
Ask for reviews regularly, and remember to ask for specifics. Don’t leave anything to chance.
But what about the dreaded bad review?
Most business just won’t display them and this could be a mistake. Everyone realizes it’s only a matter of time until you get a bad review.
If a bad review is unreasonable and is clearly someone being dramatic or venting, it’s not the wrong decision to remove it. That's a decision only you can make.
But not showing anything but 5 start reviews can look suspect. If you get a questionable review just make sure you respond to it appropriately.
Apologize for the customer’s bad experience and review what happened. Let them know you are doing what you can to make it right, and ensure them that it won’t happen again.
Remember, you’re speaking as much to everyone who reads the review as you are to the person who left the review, so choose your response carefully.
Everyone makes mistakes. The important thing is, how you react to your mistakes.
Showing a willingness to accept responsibility for mistakes and put effort into correcting those mistakes will go a long way toward building trust in the mind of your prospects.
People want to do business with people they trust and like. That is especially true for in the insurance space.
Having evidence in the form of social proof, supporting the fact that people like and trust you will go a long way towards making the decision to work with you an easier one.
So, create a plan to reach out to your satisfied clients and ask for a review.
Then use those positive comments in any way you see fit.
You’ll be surprised how easy it is, and the positive effect it can have on your business.
Good luck, and happy selling.
Sources:
- https://www.getambassador.com/blog/survey-says-referral-practices-of-todays-consumers#:~:text=Family%20and%20Friends%20Matter,via%20social%20media%20or%20email.
- https://searchengineland.com/88-consumers-trust-online-reviews-much-personal-recommendations-195803
- https://www.searchenginejournal.com/online-review-statistics/329701/#close
*For Agent use only *Not affiliated with the U. S. government or federal Medicare program
