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: Admit weakness. Nothing’s perfect. Prospects know your company and your product are weak in some areas. You boost your… Read More
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