Leveraging social proof in sales

By Project Map It.

Learn how using reviews, social media and web portfolios can make your customers more confident in choosing you for their next project.

In the digital world, the internet is the go-to place for what is called “social proof.” This is the official terminology for the phenomena where people gain confidence in a product, service or company because they see that others have had good experiences with them.  

Looking at restaurant reviews to decide where to eat dinner or a travel website to find the next vacation spot are prime examples of this, and the roofing/home improvement is not an exception to this phenomenon. You may have even already encountered customers looking for this! During a sales appointment, have you ever had prospective customers ask about reviews, local work or photos of previous projects? They are looking for social proof.  

In this article, the experts from Project Map It have laid out the basics of understanding social proof and how to incorporate it into your sales process to close more deals.  

What is social proof and how does it work?

Social proof refers to the tendency of people to conform to the actions of others in their social group, as a means of validation or acceptance. In contracting industries, social proof can be a powerful tool for building trust and credibility with potential customers. When people are looking for a contractor to hire, they often turn to the opinions and experiences of others who have worked with that contractor in the past. This can come in the form of online reviews, testimonials or word-of-mouth referrals from friends and family.

One of the key benefits of social proof in contracting industries is that it helps to establish a contractor's reputation and credibility. When potential customers see that others have had positive experiences working with a particular contractor, they are more likely to trust that contractor and feel comfortable hiring them for their own project. Conversely, if a contractor has negative reviews or a poor reputation, potential customers may be hesitant to work with them.

Another way that social proof can benefit contractors is by helping to differentiate them from competitors in the industry. If a contractor has a strong track record of positive reviews and satisfied customers, this can help them stand out in a crowded market and attract new business. By leveraging social proof in their marketing efforts, contractors can position themselves as trustworthy and reliable service providers, which can be a powerful differentiator in an industry where trust and reputation are critical to success.

What times during the sales process should you provide social proof?

1. Pre-appointment efforts - Are you currently sending out an email or text to a homeowner prior to your sales rep even going to that appointment? Consider sending a pre-appointment video of your sales rep introducing themselves to the homeowner. This will allow a homeowner to make a human connection prior to your rep even knocking on the door. In that same email/text, consider adding links to your online reviews, important pages to your website or a link to a digital portfolio of your past work. You want to provide the homeowner information that shows why you are the best one for the job before even going to that appointment.

2. In-home sales appointment - When you are at the house, consider providing a powerful presentation using software programs like Ingage. In your presentation, show off your local reputation including reviews, photos of your work and the great things your company does to support the community.

3. Proposals - When you send out your proposal, consider using proposal platforms like Roofr or SumoQuote, so that you continue to differentiate yourself from your competition. In the proposal, make sure you add a page that showcases all the proof from your past customers, so that the prospect sees that everyone is using your company… they should as well.

Top three ways to use social proof to help you close more deals

1. Capture online reviews - Online reviews are a great way to provide social proof, along with helping increase your SEO.

2. Create a digital portfolio of your work - Project Map It puts all your past projects on an interactive map so customers can browse all your jobs in one convenient place, including photos of your work and customer reviews.

3. Post to social media - Contractors are using Facebook, Instagram, TikTok, LinkedIn and even Pinterest to showcase not only their work, but that they are experts in the industry. Videos are big these days, so consider creating great video content with answers that you know your prospects are always asking.

In conclusion

Now more than ever, social proof is a great way to help you gain more customers by simply using your past successes to win new deals. Since homeowners are now the ones that grew up on digital platforms, consider using a solid tech stack to run your company. Utilizing platforms that provide the homeowner visuals will help that homeowner remember who you are. The more jobs you win, the more money your business makes, the more happy customers you will have, which will only lead to more customers. The circle of life, or in this case, the circle of social proof!

Original article and photo source: Project Map It