Authority proof claims
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We continue the section on proof claims, which are pieces of evidence you include in your prospecting conversations to demonstrate results in an attempt to convince prospects of the value of your products.
Another popular proof claim used in prospecting efforts is the authority proof claim. Here, you attempt to build credibility by showing the recognitions or awards that your company, or you, have obtained. This can be quite a powerful approach. Yet, it is also risky if used poorly.
Let’s see the advantages of the approach. Indeed, while prospecting, you need to establish credibility very fast. Research shows that humans are incredibly fast at gauging credibility. The early judgement can arrive after a few seconds of interaction with you. And the first impression is difficult to change. Authority proof claims become essential to convey credibility with just a few words earlier on in the conversation with the prospect.
Another advantage is the external source for credibility. You are not using your customers or someone belonging to your network as a source of proof claim. External sources, if reputable, can justify your credibility. This is particularly important with cold outreach, where the prospect might be skeptical about you.
Another advantage is differentiation from other sellers. Most sellers would use very generic and unsubstantiated claims (“highly experienced”).Externally validated sources make you stand out.
Another advantage is the memory anchor. You are more likely to be remembered if prospects associate your name with an award or external recognition. This facilitates the follow up.
Then, there is a lower perceived risk. An external recognition is outside vetting, which somehow makes prospects feel more at ease.
So, should we always use it? Be careful! If the recognitions are unknown or obscure, you risk lowering your credibility. Award of the year, according to whom? You have to use it parsimoniously, or repeatedly mentioning awards will signal overcompensation rather than confidence. You also risk appearing arrogant.
So, they only make sense if they are specific. Voted Top Realtor by OCRealtors among 2,000 is a strong authority proof claim. If they are generic, they will lower your credibility.
