Social proof is used to influence behavior by increasing the prospect's confidence in a solution through sharing the endorsements of others. Leverage a combination of such things as data, case studies, and independent third$-$party ratings. Consider citing thirdparty recognition, including reviews and referrals. Social proof helps the prospect reduce their feeling of risk and builds their confidence.

Following New York Life guidelines as to acceptable sources of social proof is critical when determining what social proof to offer.

ACTIVITY INSTRUCTIONS

As a small group, look at the social proof information identified below.

Determine a situation in which this information would be relevant to utilize in increasing a prospect's confidence.

With this situation in mind, write out a dialogue as to what you would say to transition and introduce this social proof to your prospect.

TOP MARKS FOR FINANCIAL STRENGTH

A life insurance company that has the highest financial strength ratings awarded to any US life insurer from all four major credit rating agencies is clearly a wise place to start when looking for security. $*$

$*$Individual independent rating agency commentary as of $10/18/22$A$.$M$.$ Best $($A$++),$ Fitch $($AAA$),$ Moody's Investors Service $($AAA$),$ Standard & Poor's $($AA$+)$

SITUATION