Credibility is a scarce and valuable commodity in selling anything. But where do you find it? It seems like you have to have it before you can get it.
You can’t force someone to think of you as credible. It can’t be bought; for that matter, it can’t be sold. It’s invisible, intangible, and seemingly unattainable if you’re not born with it.
But it is perceivable to all when you do have it. Your credibility seems to have permeated your entire being. It’s perceptible yet untouchable; abstract but obvious; visible and invisible at the same time. As is said of some of the more salacious elements in society, “you know it when you see it.”
OK, where can we get some of this stuff, if it’s so important?
The key to credibility is: trustworthiness.
If you fail to establish an element of agreement getting them to trust you first a, nothing else will work.
One of the easiest ways of establishing agreement with the customer is something that comes natural for anyone: Be yourself. Customers are not stupid. They know when they’re being sold. And they can sense when you’re not being yourself, i.e. not being honest!
You can’t rush this point. Establishing a bond of agreement with the customer takes as long as it takes. Occasionally it can happen right off the bat, sometimes not. Never force it. If you’re honest with yourself and the client, it will show. Truth will often cut through the bad experiences he/she has had in the past with salespeople and distinguish you from everyone else.
Sometimes, they want to test you out and see if you actually do deliver what you promise. They’ll give you a small order and see how you do. If you’re on time and provide what they ordered, this builds confidence and trust which build up credibility. It is then much easier to leverage this into a bigger order next time and so on.
Once you hold the position in his mind of being reliable and trustworthy, you would be hard pressed to do something to lose that status; if you don’t have that place established in his mind, you have to do something to gain it.
Remember that the most important “close” you can make happens before the order is even placed.
And that is, to get them to know you, like you and trust you!
Only then you will become “credible” to the customer.
daniel w. jacobs
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