One of the big challenges that any salesperson faces is establishing credibility with a new prospect. If a prospect doesn’t know you or your company, that prospect must become convinced of three very important things: 1) Making a change in suppliers is worth the hassle involved, 2) Your proposed solution will meet the company’s needs and provide tangible benefits that warrant changing the status quo, and, 3) You and your company can, and will, provide the support the customer requires to implement the change.
A strange but true fact in selling is that customers will often tolerate less-than-ideal performance from an entrenched competitor simply because of the burdens associated with changing suppliers. Make no mistake, most people do not like change. In fact, until a prospect is convinced that the benefits of making a change outweighs the problems associated with it, a sale will not happen.
On the other hand, it is not uncommon to find a prospect that wants to change vendors, and you will find yourself competing with several competitors for the business. In this circumstance, the salesperson that creates the best “credibility picture” is the one who will get the business. This means that the prospect must become convinced that your solution will provide the performance the company needs and that you are the salesperson that will make it happen most effectively for them.
Three Keys to Credibility
Once you understand that establishing credibility is one of your primary sales objectives, you can create a sales strategy designed to do exactly that. Here are three key components to creating credibility with your prospect:
1. Avoid the sales “stereotype.” First impressions are absolutely critical, and many salespeople dig themselves into a deep hole with stupid mistakes before they even get a chance to demonstrate the value of their products/services. Remember these critical points:
First, never fail to be courteous and professional. Look the part of a professional. Sound like a professional. Treat everyone you meet with respect and avoid making potentially damaging assumptions about roles, responsibilities, or who might influence a sale.
Second, spend most of your time listening instead of talking. Many salespeople lose credibility because they want to “sell, sell, sell” before they understand issues. Make that mistake and you can kiss your credibility goodbye.
Third, never denigrate the current provider. Criticizing the competition is shortsighted, amateurish, and extremely damaging to one’s credibility. A crafty buyer will sometimes set a trap for a salesperson by casually mentioning their displeasure with their current vendor to see how the rep responds.
Professionalism builds credibility.
2. Quit boasting and differentiate. Salespeople tend to start sales conversations by telling the prospect how great they are:
“We have the best quality.”
“Our service is the best in the industry.”
“We’re the biggest…the best…the fastest…”
Yeah, whatever. The problem is that every other sales rep is saying exactly the same thing, and prospects hear this stuff all day long. When you’re done talking about how great you are, you’ve done almost nothing to impact your credibility. It’s kinda like being a good-looking woman in a beauty pageant. So what? Isn’t that the point?
Instead of inane generalities, get specific. Why should a prospect buy from you? What do you do that is unique? What differentiates your company from the competition? If you have done your homework and understand the prospect’s business, it makes it a lot easier to customize your competitive advantages to the prospect’s situation, and taking this approach builds credibility because you are focused on the prospect.
Differentiation builds credibility.
3. Use “third-party” proofs to jump-start your credibility. Again, if you’ve done your homework, you can bring specific examples to your sales calls. Whether you are a brand new salesperson, or a twenty-year veteran working with a brand new prospect, a proven way to establish credibility is to reference success with other clients.
“Third-party selling” is the process of strategically describing the successful implementation of your product/service with other customers in similar situations. When using those “third-party” examples, you need to be specific and detailed. A good story will put your prospect in the shoes of another customer and help them to see the possibilities for your product in their own situation. It will also subliminally communicate your competence and your credentials, eliminating some of the psychological barriers to making a purchasing decision in your favor.
Past success builds credibility.
Remember, prospects buy from the salesperson they like AND trust. Although lasting trust is developed over time, these three steps will accelerate the process of creating sales-winning credibility with your prospects.
