Three Degrees of Separation

We are all aware of the idea that through only 6 consecutive contacts we can reach anyone else in the planet.  A 'degree of separation' is a measure of social distance between people. You are one degree away from everyone you know, two degrees away from everyone they know, and so on. 

What about the quality of the contact?

Logic would suggest that the closer you are to knowing the contact personally the more helpful it would be.  However, emerging research suggests that when it comes to influencing others, it is not your contact that matters, or, indeed, their contact but the conversation that happens one stage further on.

So if, for example, you were looking to encourage someone to buy your product or service, then your immediate sales discussion will apparently have less influence than the advocacy of your customer’s contact. Or put it another way, the conversation might go like this:

“I’m looking to get some financial advice – do you know anyone?”

“ A chap I know always raves about a company called XYZ Ltd – you might want to give them a try?”

Is this really true?

Although it depends on the skill underpinning a sales conversation and the weight that the information recipient places on the provider of the information there is some common sense underpinning the argument. 

First, we all have a natural (and healthy!) scepticism when we are conscious of being sold to direct.   Flee or fight tendencies dominate. 

Secondly, we also can detect and are dubious of the unbridled enthusiasm of someone who has just been sold to – who are they trying to convince that the product is great, us or, more likely, themselves?

So why are we more prone to the sucker punch of the third degree? Is it that this contact seems to have an element of objectivity?  Why would they lie – they have nothing to gain?

So what can we learn from this?

The truth is that third hand advocacy is powerful and we can make sure we benefit from it in a number of ways:

• Case studies. By developing a range of case studies of how your product or service has helped a client, you can help the reader put themselves in the shoes of the customer. The more objective and credible the case study is, the better.  Available in different formats, if they can be included on other business’ websites they will be perceived to be even more credible….a further degree from the original source.
• Testimonials.  Obtaining authentic and positive endorsements of your product or service will provide extra weight if, of course, the prospective customer values the views of the endorser.  The testimonial needs to be credible…no one really believes the words of support of Mrs S of Hammersmith, London…..
• Awards and accreditation.  3rd party accreditations and awards are, literally, stamps of approval and the more notable the sponsoring organization, the better. Despite the work required to achieve these accolades, they reassure the prospective customer that the service has been objectively evaluated.   
• Make recommendations.  Make sure you recommend service providers that you genuinely approve of – you are much more likely to attract recommendations from them.
• Link in to the wider world.  Social media is designed to encourage 3rd degree contacts – use it, enjoy it and profit from it. 
• Ask for referrals.  Your existing customers are potentially your most important asset, ask them if they know anyone who would benefit from your service and obtain an introduction.  Even if it’s a second degree referral, it’s an opportunity to broaden your network.

Chris Lorimer is an organisational consultant who has helped businesses of all sizes to increase their profile, leading to profitable growth. To find out more about how Chris might help you go to www.lorimerconsulting.co.uk