Social proof means we trust what others already trusted.
Humans are social animals. We mimic our peers. (Monkey See, Monkey Do) If you see a huge crowd is standing in front of any coffee shop or restaurant, we most likely think that must be a good one. People care what others think about them. That is why the following other’s steps are the best way to be accepted.
If you are trying to convince anybody, you need to make all social proofs more visible. Ex: List the companies who are using your solution, embed all customer reviews, testimonials right before the decision flows.