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How to Build Trust and Credibility

Written by: Wayne Berry

Article Overview: When you are talking with a prospect and you want to boost your credibility, where ever possible back up what you say by showing them something in writing. Research clearly shows that people are far more likely to believe what they see in writing, more than what they simply hear. It boosts your credibility and is incredibly powerful.

How to Build Trust and Credibility

Use the Power of the Printed Word

When you are talking with a prospect and you want to boost your credibility, where ever possible back up what you say by showing them something in writing. Research clearly shows that people are far more likely to believe what they see in writing, more than what they simply hear. It boosts your credibility and is incredibly powerful.

So how can you use this?

1. When presenting the investment details, show them these details in writing.

Use a letter, or a proposal, or even show them your price list. When it's in writing (particularly when it's an odd amount eg. $3,756 it will seem more credible and less "negotiable" than a figure seemingly plucked out of the air. (particularly if it's an even amount eg. $3,800)

2. When you make a claim about how good your product or service is, back this up by written specifications which prove your claim, or a written comparison between you and your competitors.

Or use newspaper or magazine articles which reinforce what you've just told them. Use testimonial letters from your happy customers.

3. Use a presentation binder when speaking with a prospect.

Maybe you were given a presentation binder when you joined your company. Companies often create these for their sales people because they work. However in my experience they seem to be only used by new sales people.

They work well and soon the new sales person gains confidence. Then they stop using the presentation binder... and their results slide.

You don't have to stick rigidly to the order of a presentation binder. Get to know it and use it as a tool. Our research shows they add considerably to your credibility.

4. If you are presenting to a group of people, use flip charts, coloured pens, photographs, diagrams and illustrations to reinforce the points you are making.

I personally prefer the "low tech" flip charts to a computer generated "PowerPoint" presentation. It allows you to be flexible and you can flip back and forth from chart to chart easily. You can also put them up on the wall as your presentation progresses.

So when ever possible, combine the written word and illustrations, with the spoken word to put power and credibility into all of your presentations.

Try it this week and see what happens.

Have a great week. Make it a great week!

Wayne Berry

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  Building Trust Results in Customer Loyalty

Article Tags: binder, confidence, credibility, flip charts, illustrations, investment details, magazine articles, pens, person gains, photographs, proposal, sales person, testimonial letters, writing research



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