5 Tips to Build Your Credibility as a Salesperson

Credibility is like reputation . You don't conquer overnight.


Unlike sympathy, which can be achieved quickly – with a conversation, a common thing, a good deed – credibility takes time. That's why we say credibility is built.
Credibility is the quality of believability. Sky Marketing strives to be Pakistan's biggest real estate developer ever, guaranteeing the highest international standards, prompt execution, and lifetime customer loyalty. For further detail visit Parkview villas

Having credibility means that people believe what you say, do and sell. Thus, it is common to equate this term with authority and influence – although these are just some of the “building blocks” needed to build credibility.
Achieving this is not easy, but it is essential. And more: credibility is a differential. If you hope to achieve excellence as a salesperson, cultivate it!
How about starting right now? In this post, we'll talk about the importance of credibility in sales and give you some tips for building yours. So come on, we have a lot of work ahead of us!

Sales Trust Matrix: Connection vs. Credibility

If you mention or discuss your product, service or price before you have established a high enough level of likability, trust, and credibility with a prospect, you will kill the sale.

Brian Tracy

That Confidence Is Essential In Sales Everyone is tired of hearing.
It is what gives the prospect the security to step aside and make a decision to change. A sale takes place on three levels. In other words: to convince someone to buy, the company, the product and the seller need to be trusted.
But how is this achieved?
First of all, let's understand what trust is made of. It consists of two aspects:

  • Personal trust: occurs through emotional connection, which is influenced by characteristics such as authenticity, humility, honesty and vulnerability.
  • Professional trust:based on credibility, which is based on knowledge, skills and abilities.

Taking this into account, we can analyze the confidence in sales by the Connection x Credibility matrix:


Source: The Science of Sales

There are salespeople who are great at generating emotional connection (or rapport) but lack credibility – and vice versa. For maximum confidence, the salesperson needs to be great on both sides. So how about we take a closer look at them?

Axis X - Emotional Connection

Our decisions are very influenced by emotional aspects, even though we think it is totally based on reason!
In “ The Weapons of Persuasion ”, Robert Cialdini gives several examples of this. One is sympathy: we are more likely to listen and consider what a person says when we sympathize with them. Perhaps for this reason, when talking about confidence in sales, the first thing that comes to mind are the emotional aspects – rapport techniques , empathy and active listening , for example.

Y Axis - Credibility

The flip side of trust is credibility.
It is more related to rational factors, image and social proof. Thus, to generate trust, you need to demonstrate full expertise and be positively recognized for your work.
By expertise we mean:

  • Be an expert in your field and know what you're talking about.
  • Master the features and benefits of your product.
  • Have knowledge of the market, business models, competitors.
  • Keep up to date with trends and innovations.
  • Present results, data, numbers.
  • Understand the problems and pains that prospects face.
  • Find smart solutions.
  • Apply all of this to your business approaches.

The result is not in the commission for the sales that closed, but in that compliment, that recommendation, that thank you. When you have that, you can keep going, because you are on the right path!

The importance of credibility for the seller

When your company is already known or the product already has a positive visibility in the market, it is much easier to sell – credibility is, in a way, “transferred” to the seller. The biggest challenge is when the company or products are new. Then the seller's credibility weighs even more!
The best way to understand the importance of credibility is to remember what it was like to be a beginning salesperson . Chances are you've already felt it on your skin.
A beginning salesperson knows he needs to build trust and convey authority. However, deep down, there is a concern: how am I going to call the owner/director/manager of a company and convince him that I really understand the subject? That I am trustworthy? Why would he believe me?
In front of the CEO, he feels like an alley.
That's because he's still too immature to sell. Feels incapable, incompetent and unsupported to carry out the approach. At the beginning, it still does not dominate the product, the market, the customer profiles. Anyway, it doesn't have enough knowledge, skill and security. In other words: it's impossible to sell if you don't have a minimum of credibility.
Therefore, to build credibility as a salesperson, you must first develop competence and then know how to convey it , make your prospect believe in you, in your product, in your company.
Competence is developed with a lot of study, training and coaching. Then, it remains to be able to communicate well everything you know to gain credibility. We will give some tips for this below.

5 Tips to Build Your Credibility as a Salesperson

  1. be honest and transparent

You know that sellers have the movie a little burned out there...
Many people still see these professionals as crooks and are suspicious.
So, the most important thing to build credibility as a salesperson is to be honest and transparent. Don't lie, don't try to cheat, don't promise what you can't deliver, don't be smart, don't sell to those who don't need to. Be honest, explain what is the purpose of each step of the process or question you ask, express your opinions and knowledge openly.
In addition to establishing a relationship of trust and giving them the opportunity to raise real concerns, being transparent ensures that expectations are correctly aligned – and prevents the prospect from becoming frustrated and speaking ill of you, your product and the company after the purchase.

  1. Have testimonials and success stories at your fingertips

Few things give more credibility than social proof . It can be used for everything: from washing powder to industrial machines. People will choose to purchase what has already been recommended, tested and approved by others.
You must be tired of knowing this already. And there should be some customer testimonials and success stories there to support your approaches. But is it communicating this well? Are you convincing?
Especially if you are a beginner and still need a “strength”, select the best customers, those who have had great results using your solution, and DECORATE their story. Train for real, see how you will talk about pain, challenges, numbers and the path to success. These stories are great allies. And you need to know how to count them very well!

  1. change your language

In fact, sometimes just the way we say things makes a difference in the perception and strength of the information. If you're not well known – or rather not known at all – why would the prospect value things like “I THINK…”? It's not that you don't know anything, it's just that he doesn't know you!
Unless you already have a name and are a recognized reference in your area, it's best to bring your allies into the way you speak as well. So, instead of saying “From my experience, companies that do X achieve Y”, say “From the experience of our customers…” Another example: instead of “I worked with customers with the same characteristics as you”, say “Our company works…”
It may sound silly, but it makes a difference! Start paying attention to how you speak and train to change.

  1. adopt a challenging posture

Have you read our post about Challenger Sale ? So run there!
This book is the presentation of research conducted by Matthew Dixon and Brent Adamson , two sales experts. They analyzed vendor profiles to find out which one was more successful. And the answer was: Those who challenge the prospect, who question the status quo and give insights on how to improve, show the way.
To gain credibility as a salesperson, it's not enough to be that guy who answers the questions well, who knows the numbers, who memorized the script - you need to demonstrate that:

  • knows the prospect's situation well and is confident to make an accurate diagnosis
  • put your finger on the wound and show why it can't go on like that
  • offer the correct solution (be careful here: the correct solution may not be yours, so remember to be honest!)

Believe me: people like this “shake” is what gives courage to change and what really makes a difference in their lives. Whoever has the defiant posture gains authority and respect. Read our post and listen to the book summary .

  1. Optimize your LinkedIn – and keep up to date!

Yea! You can't get away from it. That's where you become known and seen. LinkedIn is a showcase today – even more so if you do Inside Sales! – and it's silly not to use its full potential.
Testimonials, recommendations, connections with professionals in your field, participation in forums, content publications and insights. There are millions of ways to use this social network to your advantage. We have a post on how to leverage your LinkedIn profile and we also found a LinkedIn guide to optimizing your credibility in a month! Check it out and put it into practice.
As we said at the beginning, credibility is conquered – with each approach, with each prospect who saw value in your call, with each satisfied customer. And it's not overnight. Remember that, with every call, you add a small brick… So, one last piece of advice is: focus on giving your best, and do it consistently. Recognition is a consequence – and it solidifies your credibility.


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