How Social Proof Generates Influence

David Hoffeld is the CEO and Chief Sales Trainer at the Hoffeld Group. They conduct research across social psychology, cognitive psychology, neuroscience, and behavioral economics and apply it to selling and negotiating. 

What has science proven regarding how our brains work? How do you apply that to how you sell? It provides instant clarity and helps you reach success. Leveraging science makes you predictably more effective. Learn all about leveraging the science of social proof in this episode of Negotiations Ninja.

Outline of This Episode

• [1:34] Learn more about David Hoffeld
• [2:23] Leveraging the science of social proof
• [6:26] What to do when you trigger reactance
• [10:13] How to “boost the mood” of the buyer
• [14:29] The presentation versus the perception of value
• [20:04] Learn about David’s book, “Sell More with Science” 
• [21:04] The detriment of a fixed mindset

The basics of social proof

There are simple strategies everyone can follow to influence others. Social proof is one example. Social proof connects the persuasiveness of an idea with how other people are responding to it. It’s why everyone reads best-sellers, watches Blockbuster movies, or goes to a business with great reviews. If other people are having a good experience, it must be good, right?

Social proof is powerful. You can frame suggestions and insights with it. It naturally causes the brain to lower the perception of risk. And we all know that humans are risk-averse. They don’t want to make a bad decision. So when you can leverage social proof when you frame things, it significantly increases the likelihood that people will comply with what you said. It also piques naturally curiosity. 

Leveraging the science of social proof in negotiation

Social proof also prepares people to be more receptive to whatever you share. It can be applied through testimonials, statements, sharing narratives, and more. How can you apply it in a negotiation or sales call? 

As you apply social proof, remember that similarity amplifies its impact. So share specific examples similar to the people you’re negotiating with. It amplifies the persuasive clout and makes it more compelling. It helps people see what working with you would be like through the lens of results from people like them. 

Once you master the science of social proof, it’s easy to adapt other principles of influence. But every once and a while, you’ll hit a snag and trigger reactance.

What to do when you trigger reactance

When you walk past a sign that says “Don’t touch, wet paint” you want to touch the paint, right? Everyone has the same reaction. Why does a sign telling you not to do something cause you to do that very thing?

Reactance is psychological arousal that occurs when you perceive your ability to freely choose is being restricted by another person. Good or bad, we want every decision to be our own. It’s why people don’t like working with salespeople. They don’t like to be pressured. 

When you try to create urgency or make a strong business case, you’ll run the risk of creating reactance. Reactance kills influence. So how do you reduce reactance? When you make a suggestion and a strong business case, let people know that it’s entirely up to them. It boosts compliance significantly. When you get out of the way, it allows the business case to shine. They feel a sense of urgency and it will amplify your influence. 

David shares more tips and strategies on how to boost your influence in this episode. Don’t miss it!

Resources & People Mentioned

• The Importance of Social Proof as a Trust Signal

Connect with David Hoffeld

• David’s website
• Connect on LinkedIn
• Follow on Twitter
• The Science of Selling
• Sell More with Science

Connect With Mark

• Follow Negotiations Ninja on Twitter: @NegotiationPod
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