Tag: honesty

Six Ways To Gain Credibility

Six Ways To Gain Credibility

I have spoken of trust, honesty, and credibility before. When you understand that you sell three things:

  1. Your product.
  2. Your company.
  3. Yourself.

In nearly every sale, you probably have a competitive product that is very close to the same features and benefits as your product. You rarely have a massive competitive advantage in your product. Also, it is very rare that the quality of your employer is so much better than your competitor that it is the deciding factor in the decision-making process by the prospect. Alas, it is usually the salesperson and the sales team that makes the most difference to the prospect. Does the prospect trust you? Does the prospect think you are honest? Are you a credible vendor to the prospect?

John Care is a good friend of mine that has published two books and runs a consulting company that helps technical sales teams. One of his books is titled The Trusted Adviser Sales Engineer. The very description “trusted adviser” is the cornerstone of making sure that the third item that you sell (you) is the best that it can be. While John’s book is targeted to Sales Engineers, every person on the sales team can learn from his words of wisdom. I have recreated a couple of paragraphs from John’s book and also his six ways to gain credibility.

“What makes a customer actually trust you? It is much more than your technical knowledge and capabilities, as those are the basic table stakes that customers expect of any [salesperson] with. For [a salesperson], it is a combination of honoring your commitments, speaking the truth, and acting in the best interests of the customer – even if that may occasionally conflict with the best interests of your own company.”

“The downside is that once [a salesperson] loses credibility with a customer it can be very difficult to regain it. Giving vague or misleading answers to a question or being factually incorrect are classic examples of this.”

  1. Tell The Truth. Always. Plus, you get the benefit of never having to remember what you said!
  2. Be Considerate With That Truth. Younger [salespeople] can sometimes be too blunt – directly saying, “that is never going to work!” to your client may not be the best approach.
  3. Use I Don’t Know Wisely. If you don’t know the answer to a question, say so, and then promise to go get it for the customer . Don’t make stuff up! You can only do this a few times in a meeting – excessive “don’t knows” shows that someone is in the wrong meeting.
  4. Show Passion. Show some passion and enthusiasm for your product/ solution/services and for helping the customer. Do relax and take a breather so you don’t speak too quickly from an adrenaline high.
  5. Utilize Your Credentials. It’s OK to cite your credentials, but don’t overdo it and do make it relevant. So yes – you can put CISSP, ITIL or vExpert on your business card and eSignature, but just use one. A raft of acronyms after your name is excessive. (Note: “MBA” isn’t going to make much difference in most countries. ) Also, be sensitive to cultures – it is much better for someone else to cite your credentials in many parts of the world than to use the US testosterone “in-your-face” approach.
  6. Do The Research. Know as much as feasible about the company, their issues, and the people that you meet. Just saying “I read that article in the Straits Times yesterday” can really help – as long as you actually did read it!

You can purchase John’s book wherever books are sold. I suggest that all my readers get a copy and read it, regardless of your role in the sales process

 

 

Care, John. The Trusted Advisor Sales Engineer (Kindle Locations 266-270). Mastering Technical Sales. Kindle Edition.

Care, John. The Trusted Advisor Sales Engineer (Kindle Locations 412-414). Mastering Technical Sales. Kindle Edition.

Care, John. The Trusted Advisor Sales Engineer (Kindle Locations 422-444). Mastering Technical Sales. Kindle Edition.