News flash: we’re a social species.  Social media, social studies, social science, social distancing, social this, social that….

While we’re at it, how about social proof.  This is something you take part in all the time whether or not you’re even aware of it.  Coined by Dr. Robert Cialdini, “social proof” all boils down to the degree people influence one another’s behavior, particularly in situations of uncertainty.

This comes into play bigtime when we start talking dollars and cents.  Consciously or not, we often look to the opinions of others to help make our own buying choices.  The need for this consultation typically correlates with the size of the investment.

By definition, social proof means validation through other people.  It does not mean validation through the brand pitching you.  Would you ask an auto mechanic where you should go to get your car fixed?  This isn’t Miracle on 34^th Street, and the vast majority of businesses aren’t pointing prospects to their competitors out of the goodness of their hearts.

People expect to be sold to by companies.  That’s why so much more trust is placed in the opinions of others who seemingly have no incentive to spin or sugarcoat things.  In fact, over 80% of Americans look for recommendations before any purchase.  And those recommendations don’t even have to be from their own connections.  An incredible 70% of buyers trust feedback from people they don’t know (a figure that climbs to 92% when it comes from their peers).

Since we’re living in such a digital world, let’s put the power of social proof in context using three notable online examples.

1. Google: The number and quality of Google reviews a local business receives directly impacts its search ranking.  Considering the top few results receive the overwhelming majority of clicks, you really want lots of people to say lots of nice things about you.
2. Amazon: The world’s biggest retailer is unsurprisingly the go-to site for product commentary.  Contrast the 64% of people who say Amazon is the most helpful place for customer reviews with the 13% who prefer the actual seller’s website.
3. Yelp: We’ve all been there at some point.  Best Tex-Mex nearby?  Least painful dentist in town?  This is huge for local businesses.  A one-star customer-rating increase can boost revenue by up to 9%.  So yeah, it helps to Yelp.

I’m no exception to the rule, and I’ve found these types of reviews to be pretty reliable.  That’s been the case in good ways (GearLab was spot-on with its reco for my mountain-climbing parka) and in not-so-good ways (should’ve listened to Flavio P.’s Booking.com warning about bed bugs in Rome).

So, where is this leading?  Good question.  Our look at social proof has been primarily geared toward the consumer side thus far.  But, guess what?  That corporate prospect in the pipeline isn’t some faceless, Oz-like entity making robotic decisions behind the curtain.  B2Bs are made up of people who are subject to the same outside influences during the buying process.  As with B2C offerings, what others say about you is far more valuable than what you say about you.

Here’s where it gets interesting, though.  You can help control that narrative along the buyer journey.  There are no Amazon or Yelp reviews for business partnerships.  Social proof through word-of-mouth certainly comes into play, but an even more important form of this is evidence that you can fulfill your promise.  In other words, customer case studies.

Case studies can come in various forms, but all bring the theoretical benefits of your offer to life through tangible results.  You’re basically selling yourself through your accomplishments.  Even better, you’re letting those accomplishments speak for themselves without your sales team putting the full-court press on prospects.

This passive nature of studies is one of their most compelling features.  As sales guru Jeffrey Gitomer has said, “People don’t like to be sold, but they love to buy.”  An in-your-face, Glengarry Glen Ross Always Be Closing strategy can quickly become a turnoff if you don’t build in some breathing room.  If you do it the right way, though, you’re still selling.

How so?  Consider the fact that case studies are the number one most-trusted marketing material you can offer.  Nearly eight out of 10 buyers use them during their research phase, more than any other content out there.  Pair studies with testimonials—the B2B version of customer reviews—and they add credibility in ways other parts of your sales pitch can’t.

All in all, pretty reminiscent of the consumer side.  Your prospects want to see what you’ve done for other businesses in their shoes, so show them.  Stoke that fomo fire.  If that’s what we can do for them, imagine what we can do for you, right?

You better believe it.

Want to put together some studies that get people raving about your climbing parka instead of ranting about your bed bugs?  Me, too.  Give me a buzz and we’ll figure out how that shaky analogy applies to you.