When it comes to driving sales, many brands focus on the obvious: great products, compelling marketing, and competitive pricing. But there’s an often-overlooked factor that has an outsized impact on success: recommendations.
In fact, recommendations can increase sales by as much as 70%. That’s not just a number—it’s the result of trust and advocacy at the point of purchase. Let’s look into why this matters and how you can leverage it to boost your business.
Why Recommendations Matter
Imagine walking into a car dealership, unsure of which model to choose. The salesperson you trust recommends a specific car, explaining why it’s the best fit for your needs. Statistically, you’re 70% more likely to buy that car than if you’d walked in without any guidance.
It’s not just cars—this principle applies across industries:
• A hardware store employee recommending one power tool over another.
• A travel agent suggesting a particular cruise line.
• A tech retailer guiding a customer to the right laptop.
The recommendation holds power because it’s rooted in trust. Customers often make decisions based on the perceived expertise and credibility of the person helping them.
How to Fix It
If you’re one step removed from the customer, you need a plan to ensure your product gets the spotlight. Here’s how:
1. Understand What Drives Recommendations
Start by measuring who’s recommending your product and why. Are you their first choice, or are they leaning toward your competitors? Look at specific factors influencing those decisions, such as perceived value, quality, or demographic fit.
2. Refine Your Corporate Strategy
Once you have the data, tackle the big-picture issues:
• Adjust your marketing materials to better communicate your value.
• Reevaluate your pricing—sometimes being too cheap can hurt your brand perception.
• Ensure your product stands out in ways that resonate with both the staff and the customer.
3. Win the Frontline Game
This is where the hard work happens. Focus on the stores or locations where your competitor is being recommended more often. Send in your business development team or sales reps to address specific concerns and build trust with the frontline staff. It’s not glamorous, but it works.
The Numbers Don’t Lie
Studies across industries highlight the power of trust and recommendations:
• Retail: Personalized recommendations can increase sales by 25%.
• Healthcare: Trusted recommendations boost prescription rates by 40%.
• Financial Services: Clients are far more likely to choose a recommended product after face-to-face meetings.
• Technology: 65% of consumers buying complex tech rely on in-store recommendations.
These stats prove one thing: recommendations are the tipping point for many sales.
Takeaway
If you’re not selling directly to customers, all isn’t lost. Your success hinges on building trust where it matters most—at the point of recommendation. Equip your team, refine your approach, and ensure your product is the one people advocate for.
Because in the game of sales, being recommended isn’t just an advantage—it’s everything.
