How to Establish Credibility with Customers
Inevitably at some point during a sales call, the customer will ask, “Who else have you done this for?” What they’re really asking is why they should believe or trust you.
This is why it’s essential that early in the sales process, you establish credibility.
Establishing your credibility is different from building rapport, where you try to increase your “likeability” with the customer so that they are more open to you and your solution. By contrast, establishing credibility helps overcome the customer’s natural skepticism. You can do this by demonstrating your depth of knowledge (“I get it”), together with your experience (“I’ve done it”). This helps establish your credibility when you tell the key executive, “I can help you.”
Before meeting a customer, prepare to discuss your knowledge and experience across the following dimensions:
Establishing your credibility with the customer early in the sales process is an essential step to building trust. You should prepare to do this as early as possible. That means taking extra time to plan how you will build your credibility, so the customer knows that trusting you and your solution is the right course of action.
About David Jacoby
As a Managing Director at Sales Readiness Group, David helps large B2B sales organizations improve sales performance. Previously, David was a Principal at Linear Partners, a sales consulting firm providing sales strategy, sales operations, talent management, and interim management services to emerging growth companies. In the past, David has served as Vice President of Business Affairs of Xylo, Inc., where he was responsible for the Company's business development, sales operations, legal affairs, and financing activities.