5 Keys To Credibility

Selling Power offers a short, but excellent article that provides 5 subtle ways to build credibility.  We often talk about establishing rapport with prospects and then building credibility.  This is sales 101, but it is surprisingly sparse in sales situations (emphasis mine):

Of the five elements which are essential to building genuine trust (character, competence, confidence, credibility, and congruence), a Persuasion Institute poll found 44 percent of respondents said credibility was most important – yet it was established only 11.4 percent of the time.

So here are the author’s suggestions:

1.  
   1. Admit weakness. Nothing’s perfect. Prospects know your company and your product are weak in some areas. You boost your credibility when you admit to those weaknesses rather than trying to sweep them under the table. Even better: turn a perceived weakness into a desired benefit. For instance, if your software doesn’t have all the bells and whistles of a competing product, point it out. Then point out how the simplicity of your product boosts usage and data entry accuracy.
   2. Borrow credibility. When your prospect doesn’t know you or you believe your credibility with them is low, borrow the credibility of another to boost your own. Ask yourself: who could endorse or recommend you? Who has credibility with your prospect and would be willing to call and introduce you? What relevant testimonials can you share that would boost your credibility?
   3. Stay positive. When you bad-mouth the competition, your credibility heads south faster than you can say “no sale.” It’s just like your mom always told you: talking badly about someone else does not make you look better. In fact, it has the opposite effect. Sure, there are some instances where a prospect legitimately needs to be warned about the competition; in these cases, provide ways for the prospect to discover the problem for themselves, says Mortensen.
   4. Subtly reveal qualifications. If you have expertise, education, experience, or other qualifications that make you an expert in an area, find ways to reveal it without coming across as a braggart or conveying a sense of superiority to your prospect. When audiences accept you as an expert, says Mortensen, you’ll have their undivided attention.
   5. Stay calm. Have you ever seen a highly successful CEO or lawyer rushed and flustered? No way. They are always composed, even in the middle of a crisis. Likewise, sales professionals who stay calm and poised come across as highly competent and credible. So no matter how flustered you feel, never let anyone see it.

I particularly appreciate that last point.  There is something impressive about a businessperson who remains calm and measured even during a stressful situation.