3rd Party Validation - Borrowing Credibility

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In 1968 my dad (Thomas L.
Wheeler) wrote a book and in that book he talks about 3rd party validation.
He says that it is the critical key to sales.
In 2004 I heard Jeff Olson and Eric Worre talk about it.
Donald Trump talks about it all the time.
The point of this is that it is not a new phenomenon.
The art of using people/things other than you to validate your product or service has been around for years.
It is part of what Kurt Mortenson from the Persuasion Institute calls social validation.
The trick is to use third party to validate your product or service.
It has been said that if you talking, you be talking about a third party validation method, telling a story or introducing an expert.
While this is an oversimplification, the point is well made.
We should use as much proof as necessary to get the sale.
You have a relationship and trust with your prospect.
The expert or tool has credibility.
You have the relationship or trust.
So, pick out the tools (or 3rd Party Proof) in your industry and go to work.
You can sell much better by using someone else or something else to do the actual selling.
The validation can be a brochure, DVD, website, expert, testimonial or any factual anecdotal evidence you can provide.
The point is that anything but you should be doing the selling.
You are just a messenger in the sales process that is providing support to the buyer to make the correct decision.
95% of all decisions are made in the subconscious mind which is very emotional.
If that is the case then they are justifying the decisions after the fact.
Make sure that you get them the right facts to support their emotional decision.
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