We cannot mention this amazing trigger. Phycology professor, Robert Cialdini once said: “persuade the man thinking the same way as those you have already convinced is much easier than to convey the idea to free from any stereotypes maverick”.
Human being is a social being. Each of us looks on other and does more or less the same.
How to use this trigger: Show people how popular your products among other people and how much helpful your products are. Here how to do it: put the REAL recommendations from reliable and seriously looking satisfied clients. Announce the number of transactions. Potential clients must know to which consequences would lead partnership with you.
Also: put the logos of the companies you was working with, not names, but logos themselves.
We all think we act independently from each other. Actually collective subconscious feeling is much stronger, than conscious of each of us.