Powerful Actions That Will Build Credibility in Sales

BY Jessica Helinski
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Showing clear credibility in sales influences buyers to choose you over a competitor. Why? Trust in others is down, according to The State of Credibility in America report. Specifically, only 24% of U.S. adults view salespeople as credible.

As Jay Fuchs notes, “Credibility is the currency of sales.” It's the most valuable asset you have to support your efforts.”

It’s clear that credibility can impact purchase decisions by making a seller stand out. But many reps may not be doing enough to demonstrate their own credibility. This can impact their business as more buyers seek credible partners.

How to demonstrate credibility in sales

First, ensure you’re offering unique knowledge and guidance to prospects. Buyers want to work with a seller who offers a direct solution to their specific business problems. Differentiate yourself in this way by taking time to uncover and share personalized insights.

Raviraj Hegde, SVP of Growth & Sales at Donorbox, explains that quality research is essential to mining the necessary knowledge

Begin by conducting thorough research into the prospect's industry, market position, and recent news or developments.”

For tips on effective researching, take a look at this guidance. Remember, thoughtful research is essential to ensure you’re truly delivering relevant, needed insights.

And don’t just repeat stats and data. Show that you understand what your prospects are up against. Understand their challenges. Recognize the opportunities they might be missing. Put your findings into the context of their business to deliver real value.

By truly understanding your prospects' pain points, you'll establish credibility and earn their trust,” Fuchs adds.

Ask quality questions

Sellers can also supplement research with their own question-​asking. Fill in gaps and gain more detail by asking prospects probing questions. These questions are designed to go further than basic inquiries.

Asking probing questions means going beyond surface level and getting to the heart of a problem,” Copper shares.

Not experienced with this type of questioning? Study these examples of probing questions and how to integrate them into conversations.

Be authentic

Authenticity is a huge part of credibility in sales. Modern buyers are way of pushy sellers who appear only out for themselves.

Nearly half of buyers say caring about them and their business is a top attribute they look for in sellers. And buyers know when you aren’t genuine.

As Alexandra Adamson writes, “Don't try to be something you're not or lie your way into a client's approval…”

…it will either be obvious that you're lying right away or even worse, things will fall apart when they realize they were lied to.”

Offer evidence of your experience

Add even more impact by showcasing your relevant accomplishments. Share relevant case studies and success stories. Concrete examples of how you've helped similar companies are more powerful than generic claims.

It’s one thing to explain your offering’s features and benefits,” SalesFuel explains.

It’s another thing to show a buyer how those features and benefits specifically can help them.”

Don’t be afraid to present case studies, testimonials, and other forms of social proof to reinforce your credibility. Sellers actually want and use this information, and it can impact their purchase decisions.

Specifically, 54% of B2B buyers engage with case studies as part of their buying process. And 29% cite them as one of the most valuable sources in researching B2B purchases.

Keep promoting credibility

Positioning yourself as a credible expert should be a continuous effort. Credibility in sales will always be a valuble asset for sellers. Make it a habit to nurture your own credibility.

In addition to these suggestions, level-​up your efforts by leveraging the SalesCred PRO platform. Click here to learn more and continue your journey!

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