Clients, Clients, and More Clients: Create an Endless Stream of New Business with the Power of Psychology

Use Social Proof to Resolve Ambivalence or Objections

Another powerful use of social proof is to address concerns that potential clients or referral partners may have about working with you.

Lessons from long distance drives

One day a client, a busy marketing executive who lived in Delaware, arrived at my office in Philadelphia in a state of irritation. The drive from Wilmington, Delaware, to my office typically takes around one hour but can take longer depending on traffic.

“Are you okay? What’s bothering you today?” I asked her.

“It’s no big deal, I’ll be fine,” she told me.

“You don’t have to tell me, but I can see that something is upsetting you, and perhaps we could address it quickly and then move on,” I suggested.

She told me, “It took ...