“To be persuasive, we must be believable;
to be believable we must be credible;
to be credible we must be truthful.”
― Edward R. Murrow.
¿What makes a trustworthy salesperson?
Credibility is vital to sales. At the end of the day, people are far more likely to buy from people and companies that seem credible. It is fundamental that sales representatives look and behave as credible persons. Prospects only commit with people who look responsible, competent and trustworthy, this gives them comfort to make decisions.
Credibility should be the right mix of knowledge, skills, experience, and abilities that sales representatives need as part of their personality to sell a product. These characteristics vary from one person to another and between the products and services they offer.
Work experience, product knowledge, skills to treat people and even how they look, are aspects playing an important role for the seller to establish credibility with the customer.
In some cases, the customer perception can play a much more important role. For example, the customer might be more inclined to pay attention to a younger salesperson if the product they are going to buy is technology or fashion. Also, a salesperson with an athletic build is easier to establish credibility if you sell sports items.
If a sales representative is selling a product that he has used before, his experience will help to have an informed and compelling conversation. It is important for sales representatives to put themselves in the client’s shoes, understand his feelings and intentions.
So, if you suddenly discover that you are making too many sales calls or too many introductory meetings with the client, but you cannot move forward, you may need to stop for a moment. Evaluate in what position you are on the different parameters of credibility.
Successful sales representatives differentiate themselves from their competitors by establishing an extraordinary credibility and exceeding client’s expectations. The best sales professionals generate accurate insights about their client’s businesses and can provide advice.
“La fuerza de las ventas – La diferencia entre fracasar y triunfar”; Pranab Bhalla, Editorial Aguilar. (Translated to english).