The Credibility Advantage                         Strategies and Tools for Increasing Results                             ...
Credibility Payoff                         • Shorter sales cycle / Higher closing                           percentage    ...
Trust & Credibility                         Increase Speed & Lower Cost                            Trust =       Speed    ...
What is credibility?Tuesday, June 21, 2011
Credibility is a cluster concept             • Expertise         • Experience             • Trustworthiness   • Commitment...
What is credibility?                           A Leap of FaithTuesday, June 21, 2011
What is credibility?         The confidence you inspire in others         to trust your ability to deliver results         ...
Rate Yourself          1                   5             10    Haven’t Yet                           One of the    Establi...
CREDIBILITY PRINCIPLE # 1:                         It’s not what YOU think that matters                                   ...
Rate Someone Else          1                     5              10     Minimal                                 Maximum    ...
“While it’s important for you to have a clear                 understanding of credibility, it’s more important           ...
How do people decide if                           you are credible?Tuesday, June 21, 2011
Inherited Credibility                                                                                Your Industry        ...
Who’s more credible?                         •   Congressman                         •   Local newspaper or TV reporter   ...
Who’s more credible?                         1. Teacher                         2. Member of the armed forces             ...
Most Trusted Information SourcesTuesday, June 21, 2011
Most Trusted Information SourcesTuesday, June 21, 2011
CREDIBILITY PRINCIPLE # 2:                         The most trusted information                          sources are “peop...
CREDIBILITY PRINCIPLE # 3:                         Build it and they will sell themselves.                    Credibility ...
Credibility enables                         Attract (Pull) Marketing                                  versus              ...
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          ...
How do you communicate?                         • Endorsements and testimonials                         • Research-based a...
Credibility Anchors                  • Get other people to say good things about you                  • Credibilitize your...
Employ Other Messengers                         •People I know                         • People who are like me           ...
Credibilitize Your Marketing                    • Science-based, Research-backed                    • Endorsements and Tes...
www. bragada.com   Orthopedic                                   Research                                   Chiropractor   ...
Get Published                         • Book                         • White Paper                         • e-Book       ...
Associate                         With other credible...                         • Companies and brands                   ...
Individual Credibility                         • Look credible                         • Sound credible                   ...
Thank You!                         Michael Lovas and Pam Holloway                             www.aboutpeople.com         ...
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Credibility Advantage

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Credibility Advantage

  1. 1. The Credibility Advantage Strategies and Tools for Increasing Results Michael Lovas and Pam HollowayTuesday, June 21, 2011
  2. 2. Credibility Payoff • Shorter sales cycle / Higher closing percentage • Referrals and introductions • “First in” opportunities • Higher quality leads and customers • Higher valuationTuesday, June 21, 2011
  3. 3. Trust & Credibility Increase Speed & Lower Cost Trust = Speed Cost Trust = Speed Cost Stephen Covey - The Speed of TrustTuesday, June 21, 2011
  4. 4. What is credibility?Tuesday, June 21, 2011
  5. 5. Credibility is a cluster concept • Expertise • Experience • Trustworthiness • Commitment • Reputation • Forward Thinking • Innovation • Relevance • Integrity • Confidence • Leadership • CharacterTuesday, June 21, 2011
  6. 6. What is credibility? A Leap of FaithTuesday, June 21, 2011
  7. 7. What is credibility? The confidence you inspire in others to trust your ability to deliver results in support of their business. A Leap of FaithTuesday, June 21, 2011
  8. 8. Rate Yourself 1 5 10 Haven’t Yet One of the Established Most Credible Credibility In My FieldTuesday, June 21, 2011
  9. 9. 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
  10. 10. Rate Someone Else 1 5 10 Minimal Maximum Credibility CredibilityTuesday, June 21, 2011
  11. 11. “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
  12. 12. How do people decide if you are credible?Tuesday, June 21, 2011
  13. 13. Inherited Credibility Your Industry You Your Company Personally Your Profession 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.Tuesday, June 21, 2011
  14. 14. Who’s more credible? • Congressman • Local newspaper or TV reporter • Teacher • Member of the armed forces • Local business representative • Ordinary citizenTuesday, June 21, 2011
  15. 15. Who’s more credible? 1. Teacher 2. Member of the armed forces 3. Ordinary citizen 4. Local business representative 5. Local newspaper or TV reporter 6. CongressmanTuesday, June 21, 2011
  16. 16. Most Trusted Information SourcesTuesday, June 21, 2011
  17. 17. Most Trusted Information SourcesTuesday, June 21, 2011
  18. 18. CREDIBILITY PRINCIPLE # 2: The most trusted information sources are “people like me”Tuesday, June 21, 2011
  19. 19. 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
  20. 20. Credibility enables Attract (Pull) Marketing versus Chase(Push) MarketingTuesday, June 21, 2011
  21. 21. So how do you “build it?”Tuesday, June 21, 2011
  22. 22. Where do prospects look?Tuesday, June 21, 2011
  23. 23. What do they need to “see”? • Who else says so • Scientific basis • Comparison • Transparency • Elimination of risk • Real peopleTuesday, June 21, 2011
  24. 24. How do you communicate? • Endorsements and testimonials • Research-based articles and papers • Comparison Matrix • Warranties, Guarantees, Free Trials • Real people pictures and storiesTuesday, June 21, 2011
  25. 25. 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 credibleTuesday, June 21, 2011
  26. 26. Employ Other Messengers •People I know • People who are like me • ExpertsTuesday, June 21, 2011
  27. 27. Credibilitize Your Marketing • Science-based, Research-backed • Endorsements and Testimonials • Expert Review / Seal of Approval • Comparisons • Real people behind the scenes • Track recordTuesday, June 21, 2011
  28. 28. www. bragada.com Orthopedic Research Chiropractor Approved Lifetime Warranty History/Track Record Innovative, Patented TechnologyTuesday, June 21, 2011
  29. 29. Get Published • Book • White Paper • e-Book • Article • BlogTuesday, June 21, 2011
  30. 30. Associate With other credible... • Companies and brands • Organizations • Publications • PeopleTuesday, June 21, 2011
  31. 31. Individual Credibility • Look credible • Sound credible • Write crediblyTuesday, June 21, 2011
  32. 32. Thank You! Michael Lovas and Pam Holloway www.aboutpeople.com michael@aboutpeople.com pam@aboutpeople.comTuesday, June 21, 2011
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