How can social proof help you negotiate better deals in agribusiness?

Negotiating better deals is a crucial skill for any agribusiness professional, whether you are a farmer, a buyer, a supplier, or a broker. But how can you persuade others to accept your offers, terms, and conditions without resorting to hard tactics or compromising your values? One powerful way is to use social proof, a psychological principle that influences people's decisions based on what others are doing or saying. In this article, you will learn what social proof is, how it works, and how you can apply it to your agribusiness negotiations.

1 What is social proof?

Social proof is the tendency of people to follow the behavior, opinions, or actions of others, especially when they are uncertain, unfamiliar, or faced with multiple choices. It is based on the assumption that if many people are doing something, it must be good, right, or beneficial. For example, if you see a long line outside a restaurant, you might think that it serves delicious food and want to join the queue. Or if you read positive reviews about a product, you might be more inclined to buy it.

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Dr Vikas Kumar Singh

TEDx speaker, Ancipreneur, Key note speaker on EXIM trade, International marketing & trade analyst
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Well , social proof often leads to herd mentality or frankly working ,even prevents us from exploring a topic or critical thinking and just prevents innovative ideas because we blindly follow some icon or influencer ! There are instances where in people can be manipulated by wrong information or unverified data !

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2 How does social proof work in agribusiness?

Social proof can be an effective tool in agribusiness, as it can influence your negotiation partner depending on the type and source of the information you use. Common types of social proof include testimonials from satisfied customers, ratings and reviews from online platforms, and awards and certifications from external authorities. The source of the social proof can also have an impact on its relevance. Experts can provide credible information, peers can provide relatable information, and celebrities can provide attractive information. For example, you could use expert opinions to support your claims, peer stories to illustrate your benefits, or celebrity endorsements to enhance your image.

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Kevin Okwako Ochima

Innovation Programs Manager at Jacob's Ladder Africa
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Communication creates perception. How others perceive you from your communication skills is directly related to how much they like and trust you. Good communication especially when negotiating is a combination of people trading their assumptions for curiosity and actively listening to others. How your own team communicates outside your organization is a great (often overlooked) source of social proof. People working on great products and services love to let others know about it. How they say it is a greater driver of social proof than what they say. It's not enough to talk about features. 1. Is there energy in their verbal and non-verbal exchanges? 2. Is the engagement level deep and meaningful? These are elements to look into.

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Beuuy Sanga

Agritech Entrepreneur | Agri journalist
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In agribusiness , trust and reliability are paramount . it is easier to negotiate deal when you show how other had positive experience with your product or service to instill confidence with your potential customer , ultimately leading to more successful negotiation.

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3 How can you use social proof in your agribusiness negotiations?

When negotiating in agribusiness, social proof can be an effective tool to influence your negotiation partner's perceptions, emotions, and behaviors. To make the most of it, you need to select the right type and source of social proof for your partner and situation, provide relevant, specific, and verifiable information, and use it strategically and ethically. Consider what kind of information they need, value, or trust, and what kind of information you have or can access. Make sure that the information you use is related to your negotiation topic and is clear, concise, and factual. Provide evidence or sources that can back up your information and show its authenticity or validity. Do not rely on social proof alone to persuade your negotiation partner but use it as a complement to other negotiation skills. Respect their preferences, needs, and interests and aim for a win-win outcome. By using social proof wisely and appropriately, you can enhance your credibility, attractiveness, and persuasiveness to achieve more favorable results.

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Dr. Chandra Prakash

Crop Science Expert @ Mosaic India | Ph.D. Agronomy
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The age-old and effective tactic of "seeing is believing" can persuade an individual or a group. In my opinion, social proof—as long as it includes data and facts as well as testimonies about difficulties—always aids in securing better terms in the agricultural industry. An example if deal for water conservation technique and equipment- Consider a region where, due to a lack of water, farmers used to only plant one crop per year. In a comparable region, a farmer practices micro irrigation and conserves water to harvest three crops annually.

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4 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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How can social proof help you negotiate better deals in agribusiness?

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1 What is social proof?

2 How does social proof work in agribusiness?

3 How can you use social proof in your agribusiness negotiations?

4 Here’s what else to consider

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