Practical Sales Training™ > How To Get Attention > The Award Winning Effect
What is it?
The Award Winning Effect is about using the power of awards and accolades to seize and convert buyer attention.
Why does it work?
It works because it harnesses the power of Social Proof. An award is given often by a panel or at least qualified and respected people who are in a position to pass judgement on your offering. Thus any award – however seemingly obscure – has the power to sway your buyer.
How can you use it?
Whatever your offering there is almost certain to be an award or several different awards available that you can be considered for. Look at competitors and the awards they have won as well as trade magazines to find the most suitable awards. Whilst any award can have a positive impact on the perception of your offering, the awards given by consumers are the most powerful. (Think “best nappies as voted by mums”)
Example:
A small artisan coffee brand wins “Best Independent Coffee Roaster 2024” at a regional food and drink awards ceremony. They immediately update their packaging, website, and social media to display the phrase “Award-Winning Coffee” alongside the award logo.
When potential customers see this, they subconsciously think, “If industry experts judged this the best, it must be worth trying,” which increases trust and boosts conversions.
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