The Credibility Gap and Why You MUST Close It
Closing the credibility gap is an important part of the sales process. Most likely, you won’t be familiar with every new prospect you come across, so it’s necessary to establish your credibility if you want to make the sale. “Selling often means speaking to people who’ve never heard of you,” explains Sales Hacker’s Andrew Gazdecki. “But as you’ve probably experienced, there’s usually a credibility gap, and until it’s filled, they’re not likely to move forward with you.”
Not only does Gazdecki spend some time explaining just why the credibility gap can make or break a sale, but he also shares tips for expertly closing it using five steps.
Closing the credibility gap: Be visible and compelling
One of the primary steps Gazdecki recommends is getting into your customer's head by creating content they need and will use. “Your customers won’t respond to generic sales messages,” he writes. “[Your] content and messaging needs to be meaningful, relevant, helpful, and improve their lives.” So, what exactly does that mean?
- Meaningful: Well-researched, thoughtful, referenced, and somehow enlightens the prospect with new information or older information presented in a new way
- Relevant: Directly relates to the individual prospect, whether it’s personalized information, delivered a specific way, or given to them exactly when they need it
- Helpful: Answers a questions, solves a problem, clears confusion, or provides actionable advice
Offering content that fulfills those requirements will bring you one bit closer to closing the credibility gap. And, Gazdecki points out, creating this content will take time and research; don’t create just what you think they want or need. “Research what your customers enjoy, track views and engagement metrics, and test what works so that you’re creating content you know your customers will love,” he explains.
The credibility gap is a major factor when working with each and every new-to-you prospect. Thankfully, Gazdecki’s article thoroughly walks you through the process of closing it. He presents a lot of information but cautions against feeling overwhelmed: It’s not a checklist, but rather guidelines to follow and adapt to your own strategy. “Closing the credibility gap is actually very simple, but it’s important to anchor your strategy to a solid set of principles,” Gazdecki writes. “Commit to it, and soon you’ll find, where there once was a credibility gap, there is now a bridge to better sales.”