To overcome the high trust barrier of accessing user emails, Fixer identified early customers with large LinkedIn followings. They invested heavily in supporting these users, then asked them to post about their experience, effectively borrowing their credibility to acquire new customers.

Unlike consultants who only teach, Sales Gravy's trainers are full-time employees who must also sell. This "practice what you preach" model ensures their training is grounded in real-world, current experience, making it more credible and effective for clients.

A powerful recruiting tactic is to ask a new customer, "Who would you have bought from if their product was better?" This question identifies competitor reps who excel at selling—persuading buyers despite product disadvantages. These individuals are prime candidates to recruit for your own team.

A subtle language shift from "we helped companies like you" to "we've been selected by companies like you" frames your solution as the winner in a competitive evaluation. It implies other smart buyers chose you over alternatives, building powerful confidence and social proof.

Counterintuitively, sharing your best knowledge for free builds immense trust and authority. This strategy proves your expertise and makes potential clients eager to purchase your paid implementation services, overcoming skepticism in a crowded market.

New salespeople lack personal success stories to use as social proof. Leaders must proactively provide them with a library of stories about other clients or team members. These 'borrowed' narratives are essential for building a value bridge with early prospects.

The primary barrier for new businesses is a lack of proof. It's more efficient to offer your service for free to 10 clients in exchange for testimonials. This social proof dramatically shortens the sales cycle and builds momentum for acquiring the first real paying customers.

When you're not a subject matter expert in the audience you're selling to (e.g., marketers selling to developers), the most effective strategy is to rely heavily on your customers. Use qualitative interviews to deeply understand their world, which provides the authentic language and positioning needed for your messaging and campaigns.

To get gym trainers to sell supplements, have them complete a 30-day challenge using the products. This personal experience builds genuine belief, turning them into authentic advocates and creating powerful social proof that drives sales.