If you've been cold calling long you have probably noticed that it is not an easy thing to do. You call strangers up and try to convince them to meet with you or even to buy a product or service.
One of the major reasons why cold calling is difficult is because you have no social proof when making a cold call. The person on the other end of the phone has no idea who you are and therefore has no trust in you. Even if you clearly state that you're with XYZ company it doesn't make much of a difference.
It's commonly suggested in many sales books to network. It is because when someone else introduces you to a prospect you gain social proof. The person introducing you is in a way vouching for you and your credibility.
For example: If I know Frank and Frank introduces me to insurance salesman Bill, I'm more likely to trust and like Bill then if Bill just called me up one day on the phone asking me to buy insurance.
You can also use social proof in your marketing. If you write an ad or direct mail piece you should be using as much social proof as you can.
Right after you write your main headline you should put some testimonials in there. By adding testimonials from happy and satisfied clients you greatly increase your social proof. By reading that you have clients who are happy with you and your business it will increase trust from someone who doesn't know you personally.
Also, if your testimonials are from prominent or authoritative figures then it will also increase your social proof. If the testimonial says it's from Dr. Smith, that's a lot better than if it were from John Smith because Doctors are seen to be an authority in our country, and if an authority approves of you then all the better.
Social proof is giving people evidence from other sources that you can be trusted. Ad social proof to your marketing and your results will sky rocket!
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