In a world where trust is currency, what others say about you often holds more weight than anything you can say about yourself. Whether you're selling cars, building a personal brand, or navigating negotiations, social proof can be the "silent salesperson" that tips the scales in your favor. And the best part? You can curate and amplify it in ways that multiply its impact.
There is no limit to how powerful this is…on any scale
Let me take you back to where I first learned this lesson.
How a Nikon Camera Changed My Sales Game
It was 1990, and I was just getting started selling cars. A bit green, a lot eager, and always looking for an edge, I had recently saved up to buy myself a Nikon film camera. Photography was a hobby, but I saw a practical application for it on the showroom floor.
Every time a customer took delivery of their vehicle, I’d snap a picture of them, big smiles and all, beside their shiny new ride. Then I’d take the film to get developed (yes, developed…this was the pre-digital era) and place the photos in an album on my desk.
The album was strategically positioned…close enough for customers to reach while I was away at the manager’s office. Soon, I noticed something interesting. People would flip through the album while waiting, and I could see their interest spark. They'd see happy faces, families with new Jeeps, individuals proud of their purchase, and they'd start to imagine themselves in that story.
The effect was almost magical.
It wasn’t long before customers started asking for their own copies of those photos, and I happily obliged. Then one day, a client handed me a letter on his business letterhead…a testimonial praising me for the experience I had provided. He said, “Here, put this in your book too.”
That was my lightbulb moment.
Suddenly, it wasn’t just pictures in the album…it was letters, thank-you notes, and written testimonials from real customers. It was like having an angel on my desk, advocating for me during every negotiation. The album became my secret weapon, so effective that the dealership owner eventually made all the salespeople do it.
What did I learn? Simple… What other people say about you is powerful. And when you make their words public, in ways that others can see and feel, the impact compounds.
The Modern Opportunity: Social Proof in the Digital Age
Fast forward to today, and social proof is everywhere…Google reviews, Yelp, LinkedIn recommendations, and Instagram tags. Businesses live and die by their online reputations. But here’s the thing… too often, the individual behind the success gets buried under the business’s broader brand.
Think about it…how many times do we see glowing reviews for a company, but the salesperson or team member who made it happen doesn’t get the spotlight? That’s a missed opportunity, especially for those of us building personal brands.
We’re in an era where individuals can…and should…amplify their own reviews. When done right, you’re not just a name in a Google review…you’re curating a narrative that positions you as the go-to professional in your space.
Actionable Tips: Building and Amplifying Your Social Proof
Here’s how you can leverage the power of proof, just like I did with my photo album…but updated for today’s digital landscape:
1. Collect Stories, Not Just Reviews
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Ask happy clients for detailed feedback or testimonials. Focus on stories where they share how you solved a problem or exceeded expectations.
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Offer to draft something for them based on their feedback, making it easier for them to approve and endorse.
2. Make It Visual
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Pair testimonials with visuals whenever possible. A selfie with a happy client or a quick “thank you” video can have the same impact as those photos I used to take.
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Create a dedicated folder or highlight reel on platforms like Instagram or LinkedIn to showcase these moments.
3. Curate a Testimonial "Album"
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Just like I kept an album on my desk, create a digital portfolio of reviews. Use a platform like Notion, your personal website, or even a scrolling digital picture frame to sit on your desk like my album sat on mine.
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Organize them by category…specific skills, problem-solving, or industry expertise—for easy reference.
4. Repurpose Reviews as Content
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Share testimonials or positive reviews as standalone social media posts. Add a brief caption about the backstory to make it personal and engaging.
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Turn several testimonials into a carousel post or blog article, demonstrating consistent excellence.
5. Leverage Video
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Ask for video testimonials from clients who are comfortable being on camera. These carry more weight and feel more authentic.
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If video isn't an option, record yourself reading or paraphrasing the testimonial, providing context for the story.
6. Make It Easy for Clients
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Streamline the process for clients to leave reviews. Send them a link to your preferred platform (Google, LinkedIn, etc.), or use a tool like ManyChat to guide them through it.
7. Publicize Strategically
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Don’t just collect reviews…make them work for you. Feature them in proposals, on your brand website, and in social media bios.
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If you’re in a competitive situation (like negotiating a deal), pull out a relevant testimonial to reinforce your value.
This edition of Manorisms is proudly sponsored by
Auto Auction Review
Closing Thoughts
That old photo album taught me a powerful lesson…Proof beats promises every time. The smile on a client’s face, their kind words, or even a simple thank-you note can speak louder than any sales pitch.
In today’s digital world, you have the tools to amplify that proof in ways that weren’t possible back in 1990. Use them wisely. Let the stories of those you’ve helped become the foundation of your personal brand. Because when others advocate for you, they’re not just vouching for your skills…they’re validating your character.
And that kind of trust?
It’s priceless.
That’s all for now
See You Next Tuesday ;-)
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About Bob Manor
Bob Manor is the founder of South Ontario Auto Remarketing, Can-Am Dealer Services, and is Co-Founder of Auto Auction Review. Bob is also the creator of the Freedom Formula. With over 30 years of experience in the car dealership world, Bob specializes in wholesale, dealer services, and personal branding. His mission is to help dealership professionals take control of their careers, build resilient personal brands, and achieve lasting freedom in business and life.
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