Credibility Advantage
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Transcript of Credibility Advantage
The Credibility Advantage
Michael Lovas and Pam Holloway
Strategies and Tools for Increasing Results
Tuesday, June 21, 2011
Credibility Payoff
• Shorter sales cycle / Higher closing percentage
• Referrals and introductions
• “First in” opportunities
• Higher quality leads and customers
• Higher valuation
Tuesday, June 21, 2011
Trust Speed
Trust Speed
Cost
Cost
=
=
Trust & CredibilityIncrease Speed & Lower Cost
Stephen Covey - The Speed of Trust
Tuesday, June 21, 2011
What is credibility?
Tuesday, June 21, 2011
Credibility is a cluster concept
• Expertise
• Trustworthiness
• Reputation
• Innovation
• Integrity
• Leadership
• Experience
• Commitment
• Forward Thinking
• Relevance
• Confidence
• CharacterTuesday, June 21, 2011
What is credibility?
A Leap of Faith
Tuesday, June 21, 2011
What is credibility?
The confidence you inspire in others to trust your ability to deliver results
in support of their business.
A Leap of Faith
Tuesday, June 21, 2011
Rate Yourself
Haven’t YetEstablishedCredibility
One of the Most Credible
In My Field
1 5 10
Tuesday, June 21, 2011
CREDIBILITY PRINCIPLE # 1:
It’s not what YOU think that matters
Credibility is perception. It lives only in the mind of other people.
Tuesday, June 21, 2011
Rate Someone Else
MinimalCredibility
MaximumCredibility
1 5 10
Tuesday, June 21, 2011
“While it’s important for you to have a clear understanding of credibility, it’s more important
that you have a clear understanding of how other people (your stakeholders) define it.”
Tuesday, June 21, 2011
How do people decide if you are credible?
Tuesday, June 21, 2011
Your Industry
Your Profession
Your Company
You “inherit” credibility based on your perceptions of your profession (engineer, sales person, graphic artist), the company you work for and the Industry you work in.
You Personally
Inherited Credibility
Tuesday, June 21, 2011
• Congressman
• Local newspaper or TV reporter
• Teacher
• Member of the armed forces
• Local business representative
• Ordinary citizen
Who’s more credible?
Tuesday, June 21, 2011
1. Teacher
2. Member of the armed forces
3. Ordinary citizen
4. Local business representative
5. Local newspaper or TV reporter
6. Congressman
Who’s more credible?
Tuesday, June 21, 2011
Most Trusted Information Sources
Tuesday, June 21, 2011
Most Trusted Information Sources
Tuesday, June 21, 2011
CREDIBILITY PRINCIPLE # 2:
The most trusted information sources are “people like me”
Tuesday, June 21, 2011
CREDIBILITY PRINCIPLE # 3:
Build it and they will sell themselves.
Credibility opens the door and helps the customer “self-discover” your value so that they are already half
sold by the time you meet for the first time.
Tuesday, June 21, 2011
Credibility enables Attract (Pull) Marketing
versus Chase(Push) Marketing
Tuesday, June 21, 2011
So how do you “build it?”
Tuesday, June 21, 2011
Where do prospects look?
Tuesday, June 21, 2011
What do they need to “see”?
• Who else says so
• Scientific basis
• Comparison
• Transparency
• Elimination of risk
• Real people
Tuesday, June 21, 2011
How do you communicate?
• Endorsements and testimonials
• Research-based articles and papers
• Comparison Matrix
• Warranties, Guarantees, Free Trials
• Real people pictures and stories
Tuesday, June 21, 2011
Credibility Anchors
• Get other people to say good things about you
• Credibilitize your website and print materials
• Get Published
• Associate with other credible people, organization and brands
• Look and sound credible
Tuesday, June 21, 2011
Employ Other Messengers
•People I know
•People who are like me
•Experts
Tuesday, June 21, 2011
Credibilitize Your Marketing
• Science-based, Research-backed
• Endorsements and Testimonials
• Expert Review / Seal of Approval
• Comparisons
• Real people behind the scenes
• Track record
Tuesday, June 21, 2011
Orthopedic Research
Chiropractor Approved
Lifetime Warranty
History/Track Record
Innovative, Patented Technology
www. bragada.com
Tuesday, June 21, 2011
Get Published
• Book
• White Paper
• e-Book
• Article
• Blog
Tuesday, June 21, 2011
Associate
With other credible...
• Companies and brands
• Organizations
• Publications
• People
Tuesday, June 21, 2011
Individual Credibility
• Look credible
• Sound credible
• Write credibly
Tuesday, June 21, 2011
Thank You!
Michael Lovas and Pam Holloway
www.aboutpeople.com
Tuesday, June 21, 2011