Social proof is a psychological strategy that can help prospects in making a purchase. This is particularly useful with an amiable person. Studies have shown that over 60% of the general public falls into this category. These are prospect who have a strong desire to be liked and they often have a hard time making a decision. They want it to be "ok" to move forward with a the sale, otherwise they will give you excuses like, "I need to think about it."
Social proof is way that help put them at ease as it allows them to open their mind to the possibility of making a buying decision. Showing them that, "everyone is doing it" and that they are not the first to move buy (they don't ever want to be a pioneer with your product or service) will help them feel at ease. Social proof is a powerful concept that will greatly aid you with all sales and marketing. Everyone is influenced by Social Proof at some level that is why we like to look at books that are "Best Sellers." Although Amiable people are not only influenced by it, but many times it must be present for them to make a buying decision.
On a side note that I find interesting. Studies have shown and experience has proven that the number one age group where Social Proof is most often seen as a strong influencer is among teenagers. Though the teenage years are often considered a rebellious period of life and that may be true to some extent, among other teenagers it is only the ones who have the fullest identity in self that can stand up to their peers and go against the crowd (social proof).
