BY Jessica Helinski
Sales credibility is what drives interest from prospects. Today’s buyers are increasingly wary of of salespeople. They want to work with trusted vendors who are experienced and knowledgeable.
SalesFuel’s B2B BuyerSCAN found that not all buyers have a positive view of salespeople. 20% even say that they question the credibility of what they’re told by sellers. This mistrust jumps even higher among millennial buyers: 25% doubt salespeople’s credibility. And baby boomers are most likely to question a seller to gauge their trustworthiness and knowledge.
How do buyers determine your sales credibility?
The research reveals that buyers are doing their own research before even engaging with vendors. SalesFuel reports that buyers seek to learn a vendor’s years of experience (45.6%), number of years in the industry (39.5%) and referrals, recommendations or testimonials (37.6%).
Certifications (34.2%), LinkedIn profiles (27.9%) and educational background (28.4%) are also commonly checked.
Clearly, wary buyers are evaluating credibility through multiple online touchpoints before ever speaking with a salesperson. Buyers value a salesperson’s experience, and proven track record, which contribute to their perception of one’s credibility.
What do buyers want from sellers?
This study also found that sales credibility is essential when deciding whether to work with someone. Nearly 60% of buyers say “experience” is a top attribute they seek in vendors. Half also cite the importance of working with sellers who offer relevant insights and solutions that align with their needs.
In short, credibility is now earned long before a first call or meeting. Bendors who clearly demonstrate expertise, relevant experience and social proof are the ones who build trust and capture buyer attention.
How to showcase your credibility
Knowing that your prospects are actively evaluating your credibility should motivate you to take action. First, make sure that you are easily found in searches. As Custify’s Becky Halls points out, B2B buyers judge a company’s credibility based on the clarity and accessibility of essential information they seek.
“Make sure that you run a thorough evaluation of your [online] content and ensure that organizational and contact information is clear and transparent.”
Highlight your client experience, certifications and other specialized education, and accolades, like industry rewards. Also, include a headshot. It may seem superficial, but a clear headshot not only adds professional polish but also a human touch to your digital persona.
Inspire and nurture social proof
As SalesFuel’s research showed, social media is a key indicator of credibility. And Halls agrees, pointing out its growing value as a form of social proof.
“The key practice is to keep your social media channels active and informative,” she writes.
Make sure that your social presence packs a credible punch by following these best practices. And don’t forget to revisit and update often.
Other forms of social proof that buyers want to see are testimonials and reviews.
“Few things impress a prospect more than success stories about businesses that have used your solution to solve a big problem,” SalesFuel’s Kathy Crosett explains.
Client testimonials allow satisfied customers to share how your product or service helped their business succeed. These personal, first-hand accounts build credibility and trust more effectively than self-promotion.
As Halls suggests, “Make sure to use a proven testimonial template that showcases valuable feedback. [And] testimonials should also have a visually engaging quality to them.”
Act now to ensure visibility
Long before they reach out, buyers are already narrowing their options. Your visibility and credibility in those early searches often determine whether you make their list.
Take action today: audit your online presence, highlight your proven track record and consistently share social proof so that when buyers research vendors, you’re the credible choice they can’t overlook.
Photo by Vitaly Gariev on Unsplash
