Your auto body shop needs to provide consumers with ‘social proof’ you are their best choice.

When I was in Chicago recently, I had the opportunity to go to lunch Nick Schoolcraft And Tina Biancalana From Phoenix Solutions Groupwhich provides marketing and strategic solutions for collision repair businesses.

One of the things he shared with me was the term “social proof”. Here’s what that is, and what it should mean for you and your business.

First, a definition. One source says that “social proof” is a term coined by the author in 1984. Robert Cialdini In his book “Influence”.

“This phenomenon is also called ‘informational social influence,’ and is essentially the idea that people imitate the actions of others in an attempt to emulate behavior in certain situations,” the definition states.

But what does this mean in our industry? Let me preface this by saying that I am in no way claiming to be an expert in “social proof”. But as I did some research into this, I realized it fits with one of my important messages for this year: Change the way you compete. By understanding social proof, I think you can compete in a new way to gain market share.

This is because consumers today have a “trust but verify” mentality. So just because an insurance company, automaker or dealership says “this is a body shop we recommend,” that consumer is still going to be looking for “social proof,” proof that you trust them. and that the referral for you is a good one.

So what can be used as “social proof”? Certainly, if a customer can see that you are engaging with your customers through social media, this gives them some evidence that you are creating customers who are good about their experience with your business. feel. That’s why “likes,” “shares” and comments on your social media feeds are good “social proof.”

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Then there are “stamps”, things like accreditation and certification. Is it easy for customers…