Credibility Advantage
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  • 1. The Credibility Advantage Strategies and Tools for Increasing Results Michael Lovas and Pam HollowayTuesday, June 21, 2011
  • 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. Trust & Credibility Increase Speed & Lower Cost Trust = Speed Cost Trust = Speed Cost Stephen Covey - The Speed of TrustTuesday, June 21, 2011
  • 4. What is credibility?Tuesday, June 21, 2011
  • 5. Credibility is a cluster concept • Expertise • Experience • Trustworthiness • Commitment • Reputation • Forward Thinking • Innovation • Relevance • Integrity • Confidence • Leadership • CharacterTuesday, June 21, 2011
  • 6. What is credibility? A Leap of FaithTuesday, June 21, 2011
  • 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. Rate Yourself 1 5 10 Haven’t Yet One of the Established Most Credible Credibility In My FieldTuesday, June 21, 2011
  • 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. Rate Someone Else 1 5 10 Minimal Maximum Credibility CredibilityTuesday, June 21, 2011
  • 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. How do people decide if you are credible?Tuesday, June 21, 2011
  • 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. 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. 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. Most Trusted Information SourcesTuesday, June 21, 2011
  • 17. Most Trusted Information SourcesTuesday, June 21, 2011
  • 18. CREDIBILITY PRINCIPLE # 2: The most trusted information sources are “people like me”Tuesday, June 21, 2011
  • 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. Credibility enables Attract (Pull) Marketing versus Chase(Push) MarketingTuesday, June 21, 2011
  • 21. So how do you “build it?”Tuesday, June 21, 2011
  • 22. Where do prospects look?Tuesday, June 21, 2011
  • 23. What do they need to “see”? • Who else says so • Scientific basis • Comparison • Transparency • Elimination of risk • Real peopleTuesday, June 21, 2011
  • 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. 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. Employ Other Messengers •People I know • People who are like me • ExpertsTuesday, June 21, 2011
  • 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. www. bragada.com Orthopedic Research Chiropractor Approved Lifetime Warranty History/Track Record Innovative, Patented TechnologyTuesday, June 21, 2011
  • 29. Get Published • Book • White Paper • e-Book • Article • BlogTuesday, June 21, 2011
  • 30. Associate With other credible... • Companies and brands • Organizations • Publications • PeopleTuesday, June 21, 2011
  • 31. Individual Credibility • Look credible • Sound credible • Write crediblyTuesday, June 21, 2011
  • 32. Thank You! Michael Lovas and Pam Holloway www.aboutpeople.com michael@aboutpeople.com pam@aboutpeople.comTuesday, June 21, 2011