How The Law Of Social Proof Can Have A Negative Impact On Your Company.

Understanding people and their buying habits will define whether a retailer will be successful in sales. Dr. Robert Cialdini has spent his entire career researching the science of influence, earning him an international reputation as an expert in the fields of persuasion, compliance, and negotiation. During the next 6 weeks we will look at Cialdini’s six Laws Of Influence and how they can impact retail sales. The Laws of Influence are, Reciprocity, Commitment and Consistency, Social Proof, Authority, Liking and Scarcity.

These Laws of Influence are the foundation of effective persuasion based on proven scientific research. All these lie deep within us, they direct our actions without us realizing its happening.

The first Law of Influence is The Law Of  Social Proof. The reason I have chosen this one first is due to the current state of retail. I often go out to networking events or presentations in the retail community and very quickly realise that there is a great deal of negativity out there fannned by the media but most interestingly by the retailers themselves! I am not having a dig at retailers though I am trying to impress the importance of times like this to be talking up retail.

On the flip side I am lucky enough through this daily blog to meet many inspiring, forward thinking retailers who are doing well in this so called bad economy. They have a positive mindset and are finding ways to stay relevant in todays marketplace.

So what is The Law Of Social Proof? People want to lead and follow what others are doing who are just like them. They would buy a product that has been recommended by friends, experts and famous people.

Recently I went out shopping had money to spend. I went into two or three stores, they greeted me I then greeted them back and asked  them  how they were. They proceeded to tell me how quiet it was and there were no customers. Thumbs down! Not the answer I was looking for, I had a quick look and left immediately!!!

The reason Social Proof is so powerful in this situation is that we look to others to define what our next actions will be. We don’t want to be seen to be different or stand out. The shopper  would start questioning whether they should be shopping to because if nobody else if shopping they shouldn’t either, the economy is bad and getting worse or worse still nobody else shops here I won’t either. Customers want to be part of a community where everyone hangs out. They want to be seen to be just like all the others.

All retail staff, regardless of their position must be trained to only talk positively about the company and their success. Share this information with as many retailers as you can, because “I believe we can increase consumer confidence one customer at a time.” Join me in spreading the word!!!

Please share your success stories down below we want to hear from you. If you want to know more about how using The Law Of Social Proof can increase your sales join our Retail University Course starting soon. Email us at info@kyronglobalacademy.com to find out more.