When it comes to sales and marketing, the phrase “status sells” is a common one. But what does it mean, and why is it so important for salespeople to understand and leverage in their self-marketing efforts?
At its core, “status sells” refers to the idea that people are often motivated by social status and the desire to belong to certain groups or communities. This can manifest in a number of ways, from the clothes we wear to the cars we drive to the brands we choose to align ourselves with.
For salespeople, understanding this concept can be incredibly powerful. By positioning themselves as experts in their field or as part of a respected industry or community, they can tap into people’s desire for status and use it to build trust and credibility with potential customers.
Here are a few reasons why status sells, and how salespeople can use it to improve their self-marketing efforts:
1. Status signals expertise
When we see someone who is highly regarded in their field or has achieved a certain level of success, we often assume that they must be experts in their area of expertise. This is known as the “halo effect” – the idea that our overall impression of a person is influenced by specific positive traits we associate with them.
By positioning themselves as experts in their field or highlighting their achievements, salespeople can tap into this halo effect and signal to potential customers that they are knowledgeable and trustworthy.
2. Status creates social proof
Social proof is a powerful psychological phenomenon that describes the way people look to others for cues on how to behave or what to believe. When we see others making a particular choice or following a particular trend, we are more likely to do the same.
By positioning themselves as part of a respected industry or community, salespeople can tap into this social proof and signal to potential customers that they are part of a larger group of people who trust and rely on their expertise.
3. Status fosters trust
Finally, by positioning themselves as part of a respected industry or community, salespeople can create a sense of trust and credibility with potential customers. When we see that someone is part of a group or community that we respect or admire, we are more likely to trust them and believe that they have our best interests at heart.
So how can salespeople leverage the power of status in their self-marketing efforts? Here are a few tips:
- Highlight your achievements and credentials. Whether it’s a degree or certification, an award you’ve won, or a project you’ve completed, make sure to highlight your achievements and credentials in your marketing materials and conversations with potential customers.
- Position yourself as part of a larger industry or community. Whether it’s by joining a professional association, attending industry events, or connecting with others in your field on social media, make sure to position yourself as part of a larger industry or community that potential customers can trust and rely on.
- Use social proof to your advantage. Whether it’s by showcasing testimonials from satisfied customers or highlighting the number of people who have used your services, make sure to use social proof to your advantage and create a sense of trust and credibility with potential customers.
In conclusion, understanding the power of status in sales and marketing can be incredibly valuable for salespeople looking to improve their self-marketing efforts. By positioning themselves as experts in their field, part of a respected industry or community, and leveraging social proof to their advantage, salespeople can build trust and credibility with potential customers and ultimately drive more sales.