Establishing Trust and Credibility

No Trust No Sale.

As animals, we sense things before our minds have a chance to think things through. We can sense if someone is being authentic, vulnerable and real verses hiding behind a mask or being guarded. 

What instantly imbues trust and credibility?

This is a question that is at the very core of my work as an executive coach and trainer. I had the opportunity to witness first hand the rise of a Regional Account Manager to the position of VP of Sales of a very large and successful software company. We hadn’t talked for over 7 years. In the interim, he left the company amid many changes, including several executive team transitions. With a new CEO on board, he was recruited to come back, not as a Regional Account Manager, but as their VP of Sales with an offer he couldn’t refuse. What was it about him? One of the things was the ability to establish instant rapport with others, especially his ability to do this over the phone with his customers with only the use of his voice. He left me a simple voice message about needing to miss a meeting I inviting him to. I was so impressed by it, I saved it to play it back to participants in my sales training courses (Tactical Selling Skills). In addition to being relevant and personalizing the message, what made his message authentic was the tone of his voice, inflection and pace. His thoughtfulness came through, as he used humor, laughter and vulnerability to explain why he hadn’t called earlier because he was at his daughters art class while his wife was traveling.

What establishes trust and credibility with you?

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