The ability to build trust and credibility

The ability to build trust and credibility is a skill that every sales rep needs to develop. Yet, for many reps, it is something that magically happens. It's something that they assume they don't have control over because they don't understand the essential elements that impact the process. However, with a little effort and awareness, they can take control over these elements and employ new and more effective strategies.

Here are some quick ideas on improving your presence and strengthening your credibility when addressing your prospects and clients:

See things from your customer's perspective.
Most of the time, when we go in to see a client, what's on our mind is how much we need this sale. Maybe our manager has said that we are behind in our numbers. Or maybe we want to beat Bob, the rival sales person handling the southern district. Whatever reason you have for wanting the sale to move forward, put it aside and step into your prospect's shoes. When you see things from your customer's perspective, it changes how you interact with your customer and alters how you address the challenges that they are facing. Remember, no one cares how much you know until they know how much you care. It's a well-worn adage, but it still fits in today's environment.

Talk about topics that are of interest to your clients and prospects.
Most people, when approaching someone for the first time, naturally feel more comfortable talking about things that they know. It's familiar territory. Or they will probe the other party looking for a safe common ground. In sales, this typically involves the sales rep talking about their products, services and their company. Or it may involve referring to something in the client's office that is superficial and obvious, like the picture of the sailboat on the client's wall. Before you go in to see your prospect, gather as much intelligence as you can on them and their company. That way you can work up a decent profile in your head before meeting with them for the first time. If your sales encounters are more transactional, be prepared to ask plenty of questions of your prospects. Not just to gather information, but also to show the other party that you do care about their challenges and situation. Remember, be sincerely interested in your prospect and their challenges.

Use testimonials from your past clients and customers to enhance your reputation and credibility.
If you make statements about your products or service, your clients may feel that your statements are suspect. After all, you have a vested interest in making your stuff look good. However, if someone else is making those same statements, they carry more weight in the eyes of your prospect, especially if your prospect is familiar with the customer singing your praise. So during your sales process, gather as many testimonials from as many satisfied customers as possible and leverage them when conducting the sales process with new prospects.

Use online social networks to establish and build your online reputation.
Often, when we go see a prospect or client, our focus has to be on them, their challenges and problems. So how do you let them know about your credentials? Well, in the past, you had to rely on the testimonial or risk being perceived as an unsympathetic blowhard. Today, you have your blogs, websites, LinkedIn profiles, Facebook profiles, etc. So when you leave your card, or you send a follow-up email with your signature file at the bottom, your prospect has a way to review your profile, visit your website and read your blog. You now have a way to provide additional value to your prospects and clients without consuming your face time with them. Be sure to have your LinkedIn profile complete and updated, your Facebook profile cleaned up, and your blog updated with timely and actionable information that reflects your skills and expertise.

Remember, credibility is not something that you exude in a vacuum. Nor is it something that you do to someone. It depends on the other party's perception of you as well as how you interact with each other. If you operate with a "win-lose" mindset, not only will you lose credibility with your current prospect, but your reputation will be damaged as well when the word starts getting out. On the other hand, if you operate from a position of integrity and sincerity, your credibility with that person will grow, and your reputation will become a valued resource that you can leverage in future relationships.