How to Use Psychology to Generate More Callbacks

You leave a lot of voicemails for your prospects. Want to get a lot more callbacks?

Try using basic psychology.

At our February gathering of Business Wise Insiders (our monthly networking and B2B brainstorming session in Atlanta, Charlotte, and Dallas-Fort Worth), we discussed the 6 psychological principles of persuasion from Robert Cialdini’s famous book, Influence...

...including an idea for how to use one of these principles to generate more callbacks. Here’s how it works:

The Principle of Social Proof

Imagine you heard about a new tool that claimed it could help you increase sales. Would you buy it?

What if you heard that several of your competitors used that same tool, and claimed that it really worked?

If your chances of buying increased after that second question, you just illustrated Robert Cialdini’s principle of “social proof.”

The principle of social proof holds that you’re more likely to do something if you believe you’re not the only one doing it—and if you hear from other people that it actually works.

A Voicemail Message that Uses Social Proof to Generate More Callbacks

An attendee at our Atlanta session of Business Wise Insiders had a great example of social proof in action.

He told the group that, when he reaches a prospect’s voicemail, he uses this script:

"Hi [PROSPECT’S FIRST NAME]. This is [YOUR NAME]. I'm calling regarding [COMPETITOR COMPANY WHO IS YOUR CLIENT]. Please get back to me at [PHONE NUMBER]. Again, this is [YOUR NAME] at [PHONE NUMBER]. I look forward to speaking with you."

The “competitor company” is always a specific firm that is both a client of his and a competitor of his prospect’s firm

And since he’s started using this voice message, he gets a lot more callbacks.

So why is it so effective? Because the mention of the prospect’s competitor triggers a “social proof” reaction.

Even before the prospect knows what their competitor is doing, he’s interested—that’s pretty powerful.

Our sales reps have actually been using this message for years. (In fact, the same rep who brought it up at our Insiders meeting let us in on the secret years ago—he’s a longtime client.)

It’s so effective, we call it the “Boomerang Message.”

But our discussion gave us a better understanding of why it’s so effective, and illustrated the power of psychology in nearly all good sales and marketing.

If you’re interested in learning how other smart marketers use psychology to set appointments and close sales, join us at the next session of Business Wise Insiders in Atlanta, Charlotte, or Dallas-Fort Worth.

(See what we did there?)