During a recent webinar I hosted, an attendee asked an interesting question about building credibility as a salesperson.
Truthfully, I told him, if you're waiting until the ‘discovery’ phase to create credibility, you may already be too late.
Before the customer ever agreed to meet with you, they researched you online, and that is where the first impression was formed.
With that said, assuming you’ve already achieved a strong first impression, there are many things you can do when speaking with potential customers to build your credibility and authority.
Consultation and not performance
You’re not there to perform for them or win their approval. They’ve already formed a first impression of you and your business, so your goal is to reinforce the impression.
Unless, of course, you haven’t done the work to create a great first digital impression, but that’s another conversation.
If they are in your store, they’ve already assumed you’re qualified to help – your goal is to ensure that they head home convinced they were right.
Direct questions get direct answers
Even if the answer isn't in your ‘best interests’ or might endanger your chances of winning the sale, don’t obfuscate.
I still remember a pitch I made to a law firm more than 20 years ago. The managing partner had a few very direct questions.
My answers didn’t paint our business in the most compelling light; however, I sucked it up and gave honest answers. Later, after we’d won the business, I asked why they picked us.
Without missing a beat, the managing partner said that it was my direct and honest answers to his questions.
Those are the people, he told me, that you can rely on. You should approach your customers with the same attitude and position your business accordingly.
Talk in Tweets
Succinct sells! Did you see what I did there? Everyone struggles to state their thoughts concisely.
Practice answering questions and talking about your business using as few words as possible while maintaining clarity.
Customers will notice. There should be no wasted words. Everything is short, simple, and most importantly, memorable.
I promise you'll never struggle to build credibility with customers.
Not everything is relevant
You may have a great example to share, perhaps a story about an experience with another customer.
Unless it speaks directly to this customer’s specific request, save it for another day.
Sometimes, sharing anecdotes sends the subconscious message that you see the customer and their request as a ‘category’ rather than as a unique, individual matter.
Every customer feels that they are different and should be treated as such.
Umm…don't hesitate
Practice speaking without using filler words: um, err, eh, etc. Science shows they silently destroy your credibility.
Removing them makes you sound more authoritative, competent, and most importantly, confident.
It’s hard. This is possibly the hardest presenting trick to master; however, the first step is to try.
Being aware of the ‘words between the words’ will help you tune in to your own speech. Then develop an approach to help you break the habit.
Dress for success
I'll be honest, this one is my personal pet peeve. Ever since COVID-19, people have become far too comfortable with dressing very casually.
Dress in a manner that matches your customer’s expectations – that may be different for every jewellery store. And if you don't know their expectation, go with business casual, or better, classic business.
I've never met a serious business leader who penalises people for overdressing, but lately, I’ve met far too many people who step into work looking like they should be at the gym.
Credibility is built one interaction at a time
Credibility is a higher form of trust and, in my opinion, the key driver of business success, especially when it comes to sales.
Remember, you’re selling the promise of a future outcome. Who is better suited to deliver that outcome than your business?
The answer, in your mind, should be no one.
So, leave nothing to chance. Every conversation, email, and text you send to a customer either builds or detracts from your credibility.
When you’re speaking face-to-face, that credibility impact is magnified.
So, focus on the details, the little things that subconsciously make or break your credibility-building efforts.
Your business will thank you later.
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