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“We need more social proof”
- Said every sales team, ever.
Fact: Buyers want social proof. They trust it more than what you tell them.
40-60% of deals end in no decision, and that’s largely because buyers decide it’s easier and less risky to stay where they are.
Social proof is one proven way to reduce that FUD and give buyers the confidence they need to make a change.
But most B2B SaaS companies struggle with social proof.
🛑 There’s never enough of it
🛑 It’s always a scramble to get “something” for the sales team
🛑 The content isn’t useful for buyers
🛑 Most of it never gets used
I was recently interviewed by the team at
, who put together an awesome article outlining a better process for collecting, curating, and distributing better customer evidence.
4 practical tips:
1️⃣ Build capture into the customer lifecycle
Replace ad hoc sprints with consistent, always-on methods of gathering customer feedback.
2️⃣ Curate insights to find happy customers
Insert questions into your feedback surveys that you can use as reliable signals for happy customers. NPS for example.
3️⃣ Let the customer take the stage
Reframe you ask for social proof. “We love what you’re doing with the product. Can we tell your story and use you as an example of what great usage looks like?”
4️⃣ Make the most of your proof points
Don’t settle for one boring case study that never gets used. Turn one happy customer into multiple assets that your sales team and prospective buyers actually find useful.
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