The Power Of A Recommendation - In Sales

By Curt Tueffert

In the world of sales, there is a time-tested secret weapon that has the power to make or break deals—the recommendation. A recommendation is a powerful tool that can have a significant impact on a customer's purchasing decision. It carries the weight of trust, credibility, and social proof, making it an invaluable asset for businesses looking to boost their sales.

One of the main reasons why recommendations hold such power is the element of trust. When a recommendation comes from a trusted source, it carries a level of credibility that traditional marketing tactics often lack. Customers are more likely to trust the opinion of someone they know or respect, as they believe that person has their best interests at heart. This trust factor can remove doubts and hesitations, making it easier for customers to buy from you and/or your company.

Recently, I taught an IMPACT class in Omaha. Don, Miller, the Sulzer Pump Expert, shared what he uses during the APPLY stage of IMPACT. “My professional recommendation, based on my 41 years of experience is _____________.” That was a mic-drop moment for the class, knowing you can frame your recommendation in that type of sentence.

Furthermore, recommendations provide a form of social proof. People tend to follow the crowd and rely on the experiences of others when making decisions. When a potential customer sees that others have had positive experiences with a product or service you are recommending, they are more likely to be swayed in favor of making a purchase themselves. Our responsibility in sales is to show our customer the proof of our recommendation.  Number of installs, pumps in the field, years in service, repairs completed monthly, are all part of that social proof.

Another aspect of the power of a recommendation lies in its ability to generate word-of-mouth marketing. When a customer has a positive experience with a product or service, they are likely to share their satisfaction with others. This organic form of marketing can reach a wide audience, often at no cost to the business. Positive word-of-mouth can significantly impact sales as it taps into the natural human inclination to seek advice and recommendations from others.

In conclusion, the power of a recommendation in sales cannot be underestimated. It has the ability to build trust, provide social proof, and generate word-of-mouth marketing. By leveraging the influence of recommendations, businesses can enhance their sales efforts and create a loyal customer base. As the saying goes, "Nothing sells better than a recommendation from a satisfied customer."