Building your company’s sales credibility

Credibility is an essential ingredient of getting the sale. It is the stuff that buyer confidence is made off.

Credibility isn't a problem if you can point to 70 reference sites, a global brand and a balance sheet of millions. However, for younger companies, being taken seriously can present challenges.

Here are some of the ways you can fast track your credibility and increase your sales ability as a result:

1. Become an expert and specialist – it is hard to credibly be the best at everything, so specialize and build your expertise in a specific area.

2. Ask for and use customer recommendations – put them on the first page of your website.

3. Join an association, or even better get on the council of an association.

4. Start a blog, or join a blog – this is a sure way to build your credentials online.

5. Talk at an event, or seminar – then let everybody know you have done it.

6. Create partnerships – link yourself to others to build your credibility.

7. Add a heavy weight to your board – having a statesman figure as chairman can add serious credibility.

8. Write a book, paper or article – it is easier than it sounds.

9. Create an advisory panel – for example if you sell banking software form banking advisory panel with luminaries from industry.

10. Get an award, or accreditation for yourself, or your business.

What solicitors, architects and engineers can teach others about sales and marketing

Business development in the professional services arena requires a lot more than just selling. It requires demonstrating expertise, establishing credibility and building profile. In fact in many professions the traditional approach to selling runs counter to these objectives.

So don't talk to an architect, engineer of accountant about sales, or even marketing. Ask them about the types of projects they want to be doing, how many projects they have got and how many more are needed. Ask them about their last and best projects and how they can win, or attract, more of the same.

In an increasingly brash world, there is a certain understated modesty surrounding many of the long standing professions and selling does not fit with it. I worked with Irelands largest professional body representing accountants about a decade ago and quickly learned that practice development, as opposed to marketing or selling were the terms to use.

Ask a real professional to sell himself, or herself and they will reel at the thought, but give them an opportunity to showcase their expertise (a tender, a seminar, an award, etc) and they will gladly accept. They know that the most effective way to do the former is to do the latter well.

The best sales people we know, don't really think of themselves as sales people and certainly don't act like salespeople are traditionally supposed to act. They consider themselves as experts, consultants and problem solvers as opposed to sellers.

They don't brag, they don't bluff and they rarely make exaggerated promises. They value expertise, reputation and character above all else and that is what attracts people to them and their businesses, or professional practices.

In this day and age most people are happy to talk to an expert, but would run a mile from a sales person. The difference is that one wants to get you to part with your money, while the other can credibly help you. So, which one are you?