Social Proof

In sales, social proof is a psychological concept that says people are influenced in their decision-making by the experiences of others. It can be a powerful tool for influencing customer decision-making and purchasing behavior by showcasing what other customers have said about a product or service and mitigating any perceived risk.  

Social proof comes in many forms, such as customer testimonials, reviews, social media shares, and expert approvals. The underlying idea is that if other people are happy—particularly if those people are trusted by a prospect—then buying is likely to be a good decision.