When it comes to impressing potential new clients, showing beats telling.
Social proof is the best way to show someone the value of working with you while also differentiating you from your peers.
Unfortunately, myths, misconceptions and limiting beliefs prevent many advisers/planners from impressing prospects. So, in this week’s blog, we’re going to tackle some of the most common examples head-on.
Buckle up, here goes. This might get a bit “ranty”.
#1. “My business is different”
If your niche is MI6 agents or members of the SAS, then you have a point. Otherwise, we’ve never come across a specific client type from whom it’s impossible to get social proof.
#2. “My clients won’t appear in videos”
If you ask them, I guarantee many will. If you answer for them, they’ll never have the chance to turn you down.
Of course, you need to ask the right clients in the right way. Yardstick clients are taught how to do both of those things, which is why 43% of Yardstick clients have client testimonial videos, compared to just 6% of other firms.
#3. “I don’t want to bother my clients”
You’re not bothering them. The complete opposite in fact; many clients tell us that they want to appear in videos and leave reviews, to publicly thank their adviser/planner.
#4. “I don’t want to use two review platforms”
Always, always, always use two platforms: Google and VouchedFor. The point is not to actively ask for reviews on both (although that’s the ideal outcome), it’s that you’re giving clients a choice.
#5. “I need to buy a table to win an award”
No. You. Don’t. But I’m bored of explaining why not. So, let’s move on.
#6. “We have a testimonial page on our website, that’s enough social proof”
Only 1-2% of all your website visitors will go to the page. Do more by adding social proof on every page, to guarantee no one misses it.
#7. “If we ask clients to leave reviews, they might say something negative”
Sure, we’ve seen advisers/planners get negative reviews but only after they provided a particularly poor service. Never after requesting a review.
In our experience, there really is nothing to worry about.
#8. “High net worth clients don’t value social proof”
Prove it. Then we can talk.
#9. “There’s no need to email links to clients, I asked them at our meeting”
The firms who get the most Google and VouchedFor reviews follow our simple process; a verbal request, followed by an email (about nothing else) containing two links.
To prove the point, earlier this week I met with a firm that received an astonishing 12 Google reviews in July. Surprised, I asked what had changed. Their reply was simple: “We started asking and doing what you said.”
That’s why following our advice means Yardstick clients have 286% more Google reviews and 178% more VouchedFor reviews than the average advice/planning firm.
#10. “We only ask clients with a Gmail address for a Google review”
Doing this massively reduces your chances of getting a Google review.
Some clients might have a Gmail address you don’t know about. Their business email could be provided by Gmail, even when it’s not immediately obvious that it is. They might love you so much that they’ll set up a Gmail address just so they can leave a review for you.
#11. “My PI insurer/network says I can’t run a client survey”
It’s time for a difficult conversation or to change suppliers. And remember, ultimately, you’re their client.
#12. “Online reviews can be faked, which means they’re pointless”
£10 notes can be faked, but it doesn’t mean the one in my pocket is.
We’re here to help
Yardstick clients get the benefit of our sector-specific expertise, which means we can challenge the myths, misconceptions, and limiting beliefs that’ll hold you back.
And that’s important when we remember that 70% of a consumer’s buying decision is made online before they meet you.
To put it simply; working with Yardstick means you’ll have more social proof.
If you’d like to learn how we can help you, email phil@theyardstickagency.co.uk or call 0115 8965 300.
