Understand Your Buyer > How to connect with your buyer > The Official Supplier Effect

What is it?

The Official Supplier Effect is all about drawing attention to notable clients that you supply, partner or work with.

Why does it work?

A variation of Social Proof, The Official Supplier Effect harnesses the approval of others to help your buyers decide if they should buy from you.

How can you use it?

If you don’t have a Royal Warrant, and you’re not an official supplier to the Olympic Games, this can still work. Which of your clients are notable either as businesses or individuals? Do any of your buyers have respect, Kudos and visibility that would be beneficial to your offering?

If the answer is yes, then consider publicising your association but do seek their permission first.

Example:

A bespoke tailoring company promotes:

“Official Suit Supplier to the England Rugby Team.”

They display photos of players wearing their suits, include the team’s logo (with permission), and feature a quote from a well-known athlete:

“Best suit I’ve ever worn – tailored perfectly, every time.”

Why it works:
It leverages the authority, trust and admiration people already have for the England Rugby Team. If it’s good enough for them, it must be high quality. It also taps into aspirational thinking – buyers want to experience the same premium treatment.

Even smaller businesses can do this:

“Proud to be the chosen accountant for 12 UK-based tech startups.”
or
“Trusted by award-winning authors and podcast hosts.”

See also