If you’ve been reading my blog for a while, you know that I’m a big fan of using “evidence” in our sales process to reduce doubt, skepticism, hesitation, and even objections.
Just out of curiosity, with all that’s going on in the world right now, do you think people are a tad more;
Doubtful
Skeptical
Hesitant
And even more likely to cling to the status quo while embracing a “wait and see” attitude?
And that’s why you need to use social proof!
What is social proof?
Its a concept that people will adapt their behavior based on what the masses (particularly their peers) are doing.
This is particularly powerful right now because we’ve never been through the events we’ve been experiencing lately, so;
We’re looking to the crowd, the industry, our peers;
To see what they’ve been doing and if it validates something we’ve been considering.
2 Examples of social proof and how you can use them in a cold sales email.
Testimonials.
Your prospect is buying YOU first, so;
When you use a testimonial make sure the testimonial mentions YOU and not just your company, widget, solution, etc.
Also, make sure you use a complete name and not just “Mary F” that sh*t is sketchy and undermines the process of building trust.
The “Little Bighorn”.
Do you remember that movie about Facebook called “The Social Network”?
There was this scene depicting the early days of Facebook, where Mark Zuckerberg and Eduardo Saverin explain to Sean Parker, how they were getting so many people to sign up for Facebook.
They would get universities on board within a geographical area and then reference those universities while targeting other universities in the same area.
They basically surrounded their target universities first and then went in for the kill.
Sam Parker replied “It’s called the ‘Little Bighorn’. That’s smart Mark”.
Sir Richard Branson tells a story of how they used a similar approach during one of his first ventures, Student Magazine. When they would sign Coke, they’d immediately get on the phone to let Pepsi know.
People use this on me all the time by referencing other thought leaders who have agreed to do a webinar, write for their publication, etc.
There are two parts of the “Little Bighorn” tactic that make it really effective;
- Peer Pressure and Competitiveness
- Fear of Missing Out (FOMO)
Let’s take a look at how you might use this in sales.
Penetrating A Vertical
Once you sell one account in a vertical, go for the next one and reference the first.
Once you get a major account in that vertical, target other major accounts.
Note: We’re obviously aren’t giving away sensitive information here.
Fishing For Whales
Once you land one “whale account” go after another and reference the first one.
Penetrating An Existing Account
Once you get one division, one location, one product manager;
Approach the next one referencing how other divisions, locations, product managers are on board.
Don’t ever underestimate the competitive nature of a C-level contact and their need to;
Keep up with the proverbial “Joneses”
Stay informed and up to date and;
Their fear of missing out.
So there you have it;
2 ways you can leverage the awesome power of social proof!
Would You Like To Send A BETTER Sales Email?
I’ve put together 10 Covid-19 appropriate cold email templates, subject lines, call to actions, as well as 25 tactics to help you get in front of more opportunities right now!
I’m going to share these resources next Thursday, June 11th, at our How To Write AWESOME Sales Emails webinar!
Here’s what I’m going to share;
- 25 tactics to get your sales emails opened, read, and responded to during Covid-19.
- A Covid-19 specific messaging strategy that adds value while softening the “ask”.
- 10 subject lines that capture a decision maker’s attention. You’ll also get a bonus PDF.
- 10 different types of emails, that are appropriate to send during Covid-19. Oh, and I’m also going to send you the templates. You’re welcome!
- How to use embedded emails to add a much needed human element to your emails.
- One EPIC mistake, just about every sales rep makes, in the first sentence of an email.
- 10 call to actions that are more appropriate during the pandemic.
- How to dramatically increase your response rate
When?
Next Thursday, June 11th, from 11:30 am to 12:30 pm EST and if you can’t join us live, I’ll send you the replay and all the extras listed below!
Here’s What You’ll Get . . .
(1) 60 minute, online training session
Webinar replay in case your can’t join us live or you’d like to come back for seconds!
PDF with 10 subject lines
10 Covid-19 Appropriate Email Templates
PDF With 10 Softer Call To Actions
How Much?
$99
Please click HERE to reserve your spot!
