As I covered the 24/7 Selling Machine, you heard me talk a lot about the use of testimonials or what I call Social Proof. Today, I’m going to share why this may be the missing link to a more profitable 2015.

As I write this, I’m down at the MDCE in Orlando getting ready to present tomorrow for hundreds of boating industry folks. And, tonight, I’d love to have a great steak. So, I go online and find a steak house near by: Hank’s Steak House.

I call up Hank’s and get the owner on the phone. Great. I ask him, “Hey Hank, I’m looking for a great ribeye tonight. Who has the best ribeye in Orlando?”

Hank replies, “Oh, we have the best ribeye in town. Probably the best ribeye in all of Florida. We get them from a farm right here in Orlando and we’ll cook it on an open flame exactly how you like it.”

Well, that sounds pretty good. So, as I leave the hotel ready to head over to Hank’s, I run into a dealer who’s from Orlando. So, I ask him, “Hey, who has the best ribeye in Orlando?”

The dealer tells me, “Oh, you have to go to Charley’s Steak House. They have the best ribeye I’ve ever had. And, their cheese potatoes are fantastic too.”

Now, where do you think I went to dinner Monday night?

Yeah, I went to Charley’s Steak House.

I maybe didn’t consciously think it but somewhere in the back of my head, I had the thought. Of course Hank would tell me he has the best steak in town, what else is he going to say.

So, my point is: What others say about you is 100 times more powerful and persuasive than what you say about you.

When you say:

“We have the best manufacturers.”

“We have the best service.”

“We truly care about our customers and want to make sure you get the right boat for your family.”

Your customer thinks, of course they’re going to say that, what else are they going to say: “We do an OK job” or “We have decent service”?

But, what happens when you have 20, 50 or even 100 of your happy past clients saying:

“They have the best boats in the area.”

“They have amazing service.”

“You really should buy your boat from them.”

Well, just like I did with the dealer’s recommendation (or Social Proof), I spent $214.73 at Charley’s Steak House and had an amazing ribeye.

So, remember: What others say about you is 100 times more impactful and persuasive than what you say about you.

Add this Social Proof aspect to all of your sales and marketing messages and see how much easier the sales process is and how much less price resistance you encounter as you sell more boats in 2015.

By the way, if you want more information on “How to Sell More Boats for Higher Margins in 2015” visit to request a free DVD with over an hour of money making information just for boat dealers.

If you enjoyed this article, please share it below or add a question or comment. I will try to respond personally to each one. Also, I’d love to hear your biggest sales and marketing issues so I can address in future articles.

Matt Sellhorst is the author of “Marine Marketing Strategies” and Head Profits Coach at Boat Dealer Profits. He helps honest and ethical dealers and brokers implement powerful sales and marketing strategies that create more higher-margin boat sales and ultimately more profits for their dealerships, employees and families so they can enjoy the boat business and have a life.

For instant access to his free business building report, How to Sell More Boats at Higher Margins,” visit or call (803) 526-7400.