Are you trusted, and do you have credibility? I bet your past clients would say you do. Now, let’s get them to say it for you so you can get more clients. A few weeks ago, I wrote about the four ways to build trust with radio clients.
Using 3rd party references is one of my favorite ways to build that trust. Let’s expand on building more trust by embracing ‘social proof.’ It can be your secret weapon to unlock doors and drive advertising sales like never before.
Get Blinded by Social Proof Science
Robert Cialdini’s @robertcialdini on X, groundbreaking work “Influence: Science and Practice,” digs into the psychology of decision-making. Cialdini explains that people are significantly more inclined to act when they witness many others doing the same.
We all want some confirmation that we are doing the right thing. We want proof. And that’s key to boosting sales. And here are a few ways to do it:
Tell a Story
If you can’t tell stories easily, it may be for a lack of empathy, audience awareness, or confidence. You can improve that skill and make money with it by being more authentic and relatable. Once you gather some client success stories, you can brag on the real-life scenarios where you made significant differences in a client’s business.
Talk about how you helped a struggling small business get an edge with an endorsement campaign you put together. Once your prospect can see themselves getting results, they will make the space between doubting you and buying from you smaller.
Retell the time you sold an annual contract to a client who now considers advertising with your stations as important as paying the light bill. Give clients the food for their imagination of how much better things will be when they work with you.
Old School Testimonials
Past radio clients will speak directly to new clients. Prospects will be more comfortable with the process if they experience a client testimonial. They are bound to think that if it can work for X clients, it can work for them.
More ways to get Social Proof
Testimonials are #1, but these other strategies may help gather social proof evidence as well to give you more credibility:
1. Case Studies: write up a few white papers and publish them on LinkedIn or Facebook groups your prospects may belong to. Ensure your examples are measurable and testify to how you added to their bottom line.
2. Nascar: Put up the logos of your clients on a social media post and include it in your radio sales proposals. This association with local companies will raise your credibility in prospects’ eyes.
3. Influencer Endorsements: Get community business or thought leaders to do quick video shots of how you helped them or your station. Not everybody will do it, but you will never know until you ask. It can be a game-changer.
4. Social Media: Highlight positive feedback and reviews you receive on your social media platforms. Retweet, re-post, and thank them for their feedback.
5. Awards and Recognitions: Put any awards, industry recognition, or certifications you’ve earned on your card and a cover sheet of your proposals. Ensure they know you can be a trusted authority and have the qualifications.
Getting social proof of your success can set you on an upward path to success. Put together success stories, client testimonials, and these other social proof strategies soon. You have earned trust, have had success, and need to take credit for it so others can join you.
Jeff Caves is a sales columnist for BSM working in radio and digital sales for Cumulus Media in Dallas, Texas and Boise, Idaho. He is credited with helping launch, build, and develop Sports Radio The Ticket in Boise, into the market’s top sports radio station. During his 26 year stay at KTIK, Caves hosted drive time, programmed the station, and excelled as a top seller. You can reach him by email at jeffcaves54@gmail.com or find him on LinkedIn.
