The Role Of Credibility In The Sales Execution Process

October 29, 2013

A common characteristic of organizations that have mastered the sales execution process is that they are able to establish credibility among existing and prospective customers in the market. Consumers are often averse to sales pitches, which can make it hard for employees to generate leads and convert them into loyal clients. However, this process becomes even more challenging if teams are unable to create a distinguished and authoritative voice that sets them apart from competitors.

Inc. Magazine said one of the easiest, yet frequently overlooked, ways to ensure credibility among clients is to be more honest. For example, if a prospective or existing customer asks a question that a sales representative can’t immediately answer, the best response in almost every case is to simply say “I don’t know.” By admitting ignorance, employees can actually enhance the integrity of their overall sales process.

Another effective sales acceleration technique is to leverage credibility by establishing an authoritative voice in the industry. Casey Conrad, author and sales expert in the health and fitness industry, wrote in Club Industry, an online news publication, that publishing a book is an effective way to increase visibility and ultimately boost performance.

“A book creates instant credibility, status and publicity,” Conrad wrote. “When done correctly, it also becomes a powerful form of social proof, which is what many prospects need to push them out of the ‘I want to think about it’ mode into the buying mode.”

There are many tools for sales professionals in today’s business environment. However, one of the most reliable ways to boost revenue is to focus on leveling with consumers. This process often requires a fine balance because it demands both an authoritative voice and the ability to admit ignorance when necessary. Sales consulting services can help small and medium-sized businesses better understand the nuances associated with these valuable performance techniques.