A credibility statement is an essential component of any successful communication. It is a statement that establishes the speaker's credibility or authority on a particular subject or topic. The credibility statement is crucial because it helps to build trust and respect with the audience and enables them to better engage with the speaker and the message being conveyed.
Dale Carnegie, an American writer, and lecturer on self-improvement, recognized the importance of credibility statements and included them in his famous course on public speaking. According to Carnegie, a credibility statement should be clear, concise, and relevant to the topic being discussed. It should also be delivered with confidence and conviction, as this will help to establish the speaker's authority and expertise.
A credibility statement can take many forms, depending on the context and the audience. For example, a speaker giving a business presentation may begin with a brief overview of their professional background and experience, while a medical expert speaking at a conference may provide details of their academic qualifications and research experience.
The purpose of a credibility statement is to give the audience confidence in the speaker's knowledge and expertise on a particular subject or topic. By establishing the speaker's credibility, the audience is more likely to trust and engage with the message being conveyed.
In addition to establishing credibility, a credibility statement can also help to create a connection with the audience. By sharing personal or relevant experiences, the speaker can demonstrate their understanding of the audience's needs and concerns, which can help to build rapport and increase engagement.
However, it is essential to note that a credibility statement alone is not enough to establish credibility. The speaker must also demonstrate their expertise and authority throughout the presentation or communication. This can be achieved through the use of data, statistics, and examples, as well as a clear and concise delivery.
In conclusion, a credibility statement is a vital component of any successful communication. It establishes the speaker's authority and expertise on a particular subject or topic, helps to build trust and respect with the audience, and creates a connection that can increase engagement. By following the guidelines set out by Dale Carnegie, speakers can effectively establish credibility and deliver powerful messages that resonate with their audience.
How to Build Credibility?
Set the tone for a professional, friendly discussion with a plan for your communication. This is true whether you are communicating through marketing material, by phone, fax, email, or in person. Say something that will enhance your image as a problem solver and business consultant. This should be brief, not more than one minute. Whenever possible, these should be tailored to each buyer, based on your pre-approach.
Elements of Credibility Statement
1. Mission
State your company's mission as briefly as possible, less than ten words is ideal. If your company does not have one, create your own. Some aspects of good mission statements or this might be:
- Brief and memorable
- Creative language
- Affirm what you do for your clients
- Capture imagination
Examples: "We bring good things to life" (General Electric) "We preserve memories" (photo processing) "We create wealth" (financial planning) "We build and retain business relationships" (training)
2. Results
This is the heart of the credibility statement. Cite specific results you have helped your clients achieve. The more specific you are, the more convincing you will be. To do this, you have to know your customers well, and how they are benefiting from doing business with you. Some guidelines for citing results:
- Be accurate. This is not the time to overstate capabilities.
- Be specific. Use dollars, percentages, cost savings, time saved.
- Be precise. 23.2% is more credible than 25%.
- Use your clients name if you have permission and they are respected.
3. Understate
Don't promise miraculous results. The buyer may be thinking their company is different, their situation unique, or that you are exaggerating. The best way to overcome their initial doubt is to understate.
Examples: " I can't promise you these results until I know more about your needs." "You may find your results would be higher, lower, or none at all" "You may be able to see a similar return on your investment."
4. Advance
Now you should have earned the attention of the buyer. They rarely hear salespeople say we can't promise them the world. The last step is to advance to the next level of the sale. We need to ask questions to see if we have a solution for them. This is a good time to start moving the buyer to "yes." Ask permission to advance the sale.
Examples: "To see whether we might have a solution for you, may I ask a few questions? "
"Can I get some details from you to see if we have a fit? " "Would you tell me some of your needs that I have not seen from your web site?"
It is sometimes said that our first ten words are more important than our next ten-thousand words. Creating a positive impression is critical to building relationships and establishing credibility. This is true whether we are cold-calling a new prospect or calling on a client we have known for years. For new contacts rapport must include creating trust and credibility. We maintain loyalty with existing clients by continuously adding value. Avoid the obvious approaches used by most salespeople with their first words. Be creative in how you start your communications. Create value for others, even in how you open the sale.
Your first words or action in building sales rapport could be:
Give them a referral
Presenting gifts, like a business book
Give free samples of your product
Bring food like bagels, doughnuts, pizza, etc.
Provide information, advice, or service not directly related to your product
Tell them something they don't already know that is valuable to them
Open with an exhibit or demonstration that captures their interest
Provide something tangible, of value, that will remind them of you
Ask a unique question that requires some thought to answer
Challenge their current reality with a question or statement
Give them a compliment they would not hear from anyone else
Reference something based on your pre-approach research
Use a name of someone they respect, especially a direct referral
Say something startling or intriguing
Have a brief social conversation about something that interests them
Five reasons to conduct Sales Pre-approach research
Identify qualified prospects
Take existing accounts to a higher level
Increase likelihood of getting appointments from prospecting
Save time for us and for buyers
Present an image of an informed consultant rather than a salesperson
Research Sources
Internet search by company name
Search by people's names
Contact management system
Champions
Dun and Bradstreet
News sources
Annual Reports
word of mouth
Better Business Bureau
Friends and associates
Search by product name
Web page
Internal records
Your mentor
Magazines and business publications
Credit Bureaus
What you should know before contact:
Key information about the industry, company, and people
Specific issues and needs they are facing
Evidence you have of results you have achieved for others
- Have a clear personal vision that includes your values and goals
- Put it in writing and refer to it frequently
- Make it a stretch, and achievable
- Share it with others for support and accountability
- Commit yourself to continuous personal development
- Find points of alignment with your company's vision and/or objectives
2. Company Vision/Objectives
- Know where your company is focused, and help it move forward
- Instead of complaining, develop solutions to internal problems
- Create ways to add value to your company
- Show pride in the company you work for
- Be excited about the products you sell
- Create customer advocates in your company
3. Business World
- Identify issues that could impact you and your buyers
- Be informed and educated on the world around you
- Broaden your scope of interests outside your company
- Create solutions that get your company ahead of current trends
- See problems as opportunities
4. Industry Trends
- Become an expert in your field. Read, study, and research
- Make your profession one of your hobbies
- Be on the cutting edge
- Commit time to professional organizations in your field
- Learn your competition's strengths and weaknesses
5. Client's Perspective
- Know your buyer's products, industry, people, competition, etc.
- Develop champions in your client companies
- Expand your sphere of influence within companies
- Be a consultant. Add value in some way at every point of contact
- Do research on your clients and prospects
6. Buyer's Issues
- Identify common ground with people
- Know your buyer's motives and challenges
- Exceed their expectations
- Quantify the benefits your customers get from you to maintain loyalty
- Find ways to help them in addition to your product
- Follow through on your commitments
