Social proof is a psychological and social phenomenon wherein people copy the actions of others in an attempt to undertake behaviour in a given situation.
The principle of social proof says, “The greater the number of people who find any idea correct, the more the idea will be correct.”
Which is more persuasive:
- A friend recommending you buy their favourite product…
- Or, an unknown coach, consultant or small business recommending you buy their product?
It’s natural to be sceptical about people promoting themselves. But when their customers promote them, it feels more organic, trustworthy, and safe. That’s how social proof works.
Social proof is incredibly powerful in business. And testimonials are another example of social proof.
By showing praise from former clients who’ve benefited from your service, you show potential clients that your service will benefit them.
To get testimonials from your consulting clients, you’ll have to do three things:
- Do great work
- Ask for them
- Make it easy
Once you’ve received your testimonials, start using them to market your consulting business:
- Turn them into case studies
- Add them to your landing pages
- Ask those clients for referrals
Consulting is a relationship business, and social proof helps you leverage your relationships to win new business.
Aim to make every project you complete worthy of a glowing testimonial. The more testimonials you gather, the easier it will be to attract new clients.