Hi, we work for Gladcom. This is Jillian Smith from Stenton. Have you heard of us?
Do social proof openers work?
This is another classic: The social proof opener. Perhaps of all the hooks, as I discuss in my book, the social proof ones tend to be the most effective. You immediately create credibility by being associated with a company the buyers know. Of course, they need to know the company you work with, or the effectiveness of social proof completely disappears. So, indeed, this technique only applies if you are working with a company that they know. But if this condition applies, you are able to effectively overcome the initial barriers to talk with a stranger, and you can more effectively start the conversation. Social proof is very powerful. Even subconsciously, the mere fact that the buyer can associate you with someone they know will make you more trusted, more credible, and less intimidating.
Now, this opener is not immune to criticism. If they reply “never heard of you,” which is common, continuing the call could put you in a more difficult position. It is true that their answer gives you an opportunity to start talking about your company and what you offer, but this brings a major limitation to the approach. The first sentences of the call are all about you and your company. They are not about the client. This could perhaps decrease the effectiveness of the call. You must quickly pivot to the client’s needs if you want to continue the conversation effectively.
So, there are drawbacks, but overall, the advantages are significant.
