Most people believe consumers choose businesses based on knowing, liking, and trusting someone; however, that’s only part of the story.
People do business with those they know, like, trust, and find credible. Credibility is the often-overlooked linchpin in sales success. Especially in today’s digital-first world, where your digital persona forms the first impression, credibility becomes crucial.
This is particularly true for industries where you can’t touch or test the service before purchase, such as professional services, advertising agencies, and PR firms.
In the digital age, your first impression often isn’t formed during a handshake or a face-to-face meeting; your digital persona shapes it. This includes how you present yourself on social media, the content you share and publish, and the content others publish about you.
A well-crafted LinkedIn profile, insightful blog posts, and authoritative quotes in industry articles contribute to this digital persona. It’s no longer enough to be known; you must be known for the right reasons.
When someone encounters your digital persona, they quickly assess whether they like or trust you and whether you are credible. Are you knowledgeable? Do you offer valuable insights? Can you support your claims with evidence? Your digital footprint should serve as a testament to your expertise and reliability. It’s your ultimate referral partner.
Understanding trust
Trust is choosing to make something you value vulnerable to another person’s actions. It’s the foundation upon which all successful business relationships are built, a prerequisite for any meaningful exchange.
How is trust established, especially in a professional context where stakes are high and scepticism often looms large?
Building trust is akin to constructing a bridge. It requires time, patience, and consistent effort. Each positive interaction, each promise kept, and each expectation met adds a plank.
Over time, these elements coalesce into a sturdy structure capable of supporting the weight of more significant decisions and investments.
Research underscores the pivotal role of trust in business. A Harvard Review study found that trust in a business relationship significantly increased the likelihood of engagement and transaction. Trust facilitates the initial decision to engage and fosters loyalty and long-term commitment.
Trust goes beyond the rational; it’s deeply rooted in the emotional. It’s nurtured through what we say or do and how we make others feel. Transparency, empathy, consistency, and integrity are the cornerstones of trust. When demonstrated repeatedly, these qualities reassure others of our intentions, capabilities, and commitment to their best interests.
Credibility in sales success
Credibility, however, takes these relationships to the next level. It’s the quality that turns a friendly acquaintance into a trusted advisor. While trust is about believing you will do the right thing, credibility is about believing you know the right thing to do.
Creating credibility begins with showcasing your expertise and accomplishments. This can be achieved through various channels: publishing insightful articles, sharing success stories, obtaining certifications, guesting on podcasts, being quoted in reputable media outlets, and speaking at industry events. Each serves as evidence of your knowledge and skills, contributing to a profile others respect and trust.
Even in the world of referrals, credibility is key. When you’ve built a repository of public credibility, you make it easier for friends, family, and customers (current and former) to recommend you to their network.
Your reputation precedes you, resulting in more referrals, which convert to meetings and ultimately customers.
Enhancing your digital credibility
Enhancing your credibility online is crucial in a world where your digital presence often precedes personal interaction. Here are practical steps to bolster your digital persona.
Showcase your expertise: Share insights that solve real problems and offer value. Create thoughtful social media posts if you don’t have time for longer-form content.
Engage authentically on social media: Don’t just agree with or compliment others’ content; extend or expand on their ideas to demonstrate your point of view and insights.
Leverage testimonials: Share success stories and customer testimonials that speak to your ability to deliver results. These serve as social proof of your credibility.
Stay current: Continuously update your knowledge and skills by attending webinars, taking courses, subscribing to relevant newsletters, and sharing your knowledge.
Be transparent: Admit when you don’t know something and be open about your learning process. Transparency builds trust and showcases your authenticity and dedication to providing accurate information.
Remember, in the end, people do business with those they know, like, trust, and find credible. Ensure your digital footprint reflects all these qualities, and you’ll be well on your way to becoming a trusted and credible authority in your industry.
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