When I was 18 and left the trailer park for college, I took we me the 4 years of experience I had working as a waitress and in fast food. I was practically an expert at scrubbing pots and pans, mopping floors, pulling fat off of raw chicken and changing out the grease in the deep fryers. Being on my own to pay for school, I wasn’t sure how that type of work was going to cut it, and I didn’t love the work anyway, so when I stumbled across a sales job, it was the universe opening up a whole new world to me.
Though I had never been in sales before, I took the position and worked that direct sales job around my college classes. Not only did it pay for my college, including all personal bills, without taking any loans, it is what began my path of personal and professional development.
I graduated college and opened up my own business where I recruited and trained sales people – most of whom had never sold anything before. I did that for six years and was recruited to work in the region office of a sales and marketing company, coaching their top sales reps and training their new sales managers. So I spent nearly 20 years of my life in sales in some way. The business my husband and I own today is sales focused.
As a sales rep, my closing ratio was consistently above 75%. So out of every 10 prospects I presented to, 7-8 were placing orders. The funny thing is... though I know how to handle objections and drop down, those were never parts I enjoyed, so my philosophy has always been – get them to want it so much, you don’t have to handle many no’s.
So do a great job of making a connection with them, building trust and credibility in you and your offer, having a good product or service, good customer service, giving them value, understanding their needs, providing solutions. You get them to like you and your offer, and they are more likely to just say yes!
The concept I’m going to cover here is in addition to all of those other things you do to make sales. If you aren’t doing those things, it won’t matter if you are doing the concept I’m going to share This is icing on the cake to take your sales ratio even higher. It isn’t a stand-alone fix.
It’s not about how to manipulate people into doing something they normally wouldn’t. Instead, it’s about taking someone who is on the fence (wondering… should they buy or shouldn’t they) and helping them make the decision. The great thing about this concept is at its base, it’s really all about making your prospect feel more comfortable making the decision to take your offer. If they feel good about it and you get the sale, it’s a Win-Win.
So the question I want you to ask yourself is… how would it affect my business if more of the people I talk to buy my offer?
The topic today is the Bandwagon Principle,
(Sometimes referred to as the Consensus Principle... The word consensus has Latin roots meaning to “feel together”; it’s modern definition is more about a group coming to a decision that they can all agree on even if it isn’t the individual group members’ first choice. So really, the consensus principle isn’t a totally accurate title for this concept, but it still gets called that sometimes. FYI)
Really the concept is about getting your prospects on the bandwagon.
If you think about where your prospects come from, mentally, it’s easier to understand why this technique is helpful. Many times, they are coming to you mostly not planning on spending money, right? You start them off with a free program or a free consultation. So up to the point where you ask them for money, they probably haven’t spent any yet, or have spent very little. It’s likely that many have never paid for products or services of your kind before, so paying you for your service will be a new thing to wrap their brains around. When you take someone who isn’t planning on spending money, but now they like you and want what you offer, and that shift may have occurred quickly – like after one call or after a few short videos – it makes sense they may be on the fence, not sure if they should dive in.
In the 1800’s a politician named Dan Rice would literally ride in a bandwagon during parades in order to gain attention for his political appearances. As his success rose, other politicians wanted a seat on his bandwagon, hoping to be associated with his success. That is where the phrase comes from of ‘getting on the bandwagon’.
Studies show that the probability of someone adopting a conduct or belief increases as the proportion of people who adopt it increases. Meaning, the more people doing it, the more likely people will do it. This is how fads and trends happen.
So to use this to your and your prospects benefit, you implement tactics to show them that other people are doing it. When people know that others have done it and are doing it, they are more likely to do it too. It makes them feel more comfortable to do what others are doing or have done.
If you've ever been unsure of what to wear to an event and you look at photos of past events or reach out to someone else attending to get an idea of what they will wear, you've used this concept. If hearing of others' success stories helps you feel more comfortable going after the same thing they succeeded in, you're using this concept. It's the same as when we read product reviews to get other people's opinions. It makes us more comfortable to make our own decision.
Here are 4 tactics you can use to implement this idea.
So that’s it: The more social proof you can provide (through testimonials, a happy client list, real life examples, and the way you phrase things) to show prospects that others are doing it, the more likely your prospects will do it as well.
- Amiee Mueller