THE CHAIN OF SOCIAL PROOF
We all know how good it feels to
get a referral from someone who knows you or has previously worked with
you. When a prospect does not know whom to trust to represent then in
the sale or purchase of a luxury home, they rely on the judgment of
others as social proof. The fact that the referring party endorses you
provides social proof in lieu of direct experience. If you are also be
part of a company or a well-known luxury real estate affiliation it can
quicken the decision making process because it adds additional social
proof as an endorser brand.
Recently, our good friend who orders
wine for Trader Joe’s tipped us off about a great wine bargain, but with
a limited quantity. He recommended Piper Sonoma Pinot Noir at a
ridiculous closeout price and we bought a case.
It happened that we have toured the
caves of Piper-Heidsieck Champagne in France and also know about Piper
Sonoma, an affiliate winery, because we lived in nearby Napa Valley.
When we heard about this opportunity we jumped on it because we already
trusted both brands. After all, we actually saw the dedicated area in
the wine cave in France where they cellar the Queen of England’s
Piper-Heidsieck Champagne on her behalf. Can you see the chain of social
proof that was established?
Now, we also trusted our friend who
referred us to this wine. He had just tasted it and swore by it. So, his
word alone offered social proof. But, like your real estate company can
be an endorser brand for your personal brand, Piper-Heidsieck was an
endorser brand for their California winery. Because of the lineage or
provenance of the Champagne house we were inclined to instantly trust
not only our friend’s judgment but also the reputation of the
Piper-Heidsieck brand.
THE CHAIN OF SOCIAL PROOF:
TESTIMONIALS + ENDORSEMENTS = REFERRALS
When you receive a referral your
prospect relied on social proof, the judgment of the referring party,
your mutual contact. But, always keep in mind the importance of the
reputation of your endorser brands in the decision making process.
Consistently developing a strong chain of social proof, including
testimonials and endorser brands, speeds trust and make you impervious
to social spoofs.
Written by Ron & Alexandra Seigel-
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