How to move up the credibility chain
By Tom Coy
Regardless of your seniority as a medical distribution sales representative, all business relationships have a starting point. Credibility is the earned authority that helps gain an introduction and opportunity to meet and speak with a customer or prospect. When your existing customers know you are credible, they will be willing to provide you with the opportunities that draw in others who can benefit from the products, services, ideas, and concepts you represent.
What is the source of your credibility and earned authority? Although you have been developing it all your life, you may never have thought about it. Because you are so busy coordinating daily activities through effective planning, prioritizing, executing, following up, and fulfilling commitments, you may not realize you have been developing and establishing credibility all your life. After a customer meeting, you are off and running accomplishing your lengthy list of tasks. The power of credibility comes from the results you’ve delivered, the trust you’ve earned and ultimately, the respect you enjoy that has been cataloged with your business relationships.
Credibility is power
Credibility is power when the customer or prospect believes you can deliver the results they want. In a presentation or from their experience with you, they believe the desired results will be achieved. Credibility is power when the customer or prospect trusts what you say and when you and your company perform. And, credibility is the power that comes from earned respect. When the customer or prospect respects your approach, appearance, and your mannerisms, they see the substance of your authority as credible. You place your credibility, its power and authority at risk when you fail to perform or deliver the results and the trust expected from your prospects and customers.
There are of course, levels of business credibility that simultaneously and incrementally straddle the lines from no relationship, to (1) gaining a first meeting, to (2) having your questions answered, to (3) gaining their undivided attention, to (4) getting their support and trust, to (5) starting a buying relationship with you, and (6) mutually agreeing with your customer to be used by them and to use them as a trusted resource and advisor.
Move up the chain
Obtaining credibility does not happen quickly, and it’s not inevitable. You will have varying degrees of trust, respect and credibility with different customers and prospects. It’s not everyone and not every day that we think about how to build respect and trust, both of which are needed to improve our credibility. Rather, we typically go about our daily work and expect the best will happen. But if you are presented with challenges, you can take steps to move up the credibility chain.
For example, we all have customers who don’t pick up on our value proposition. They may have doubts, dismiss us, or do nothing to help us move forward in the sales process. With such customers, invest the time to improve your credibility. Remind yourself of what you have done – or not done – to gain their credibility, then move forward.
Again, as distribution representatives, your presence with customers may already be assured. Now by focusing on respect, building trust, and results, list the people and actions that will incrementally improve your levels of credibility. Through planning, you can position yourself to move up to the next level.
Remember: Focus on respect, trust and results.
How credible are you? Some questions to ask yourself.
- When you think of the last person who bought or supported the purchase of a product or service from you, describe in a sentence and review how you were able to…
- Gain their respect? _________________
- Build their trust? _________________
- Deliver the results? _________________
- Can you name a customer who calls you for advice and uses the advice you give? Describe how you and this person arrived at this stage of your relationship. (You have already been doing things that have demonstrated your ability to be credible. By reviewing the tools, resources, and work you did, you will begin to realize what you’re doing that works and what you’re doing that doesn’t.)
- Identify a contact you’re having trouble meeting or getting a commitment from. Is there a lack of respect or a reason they don’t trust you or your company? What might make the person believe they would/could not get what they wanted?
- Can you list the names of persons at a higher decision level whom you would like to meet? What steps can you take to get there?
- Do you know the issues they are managing and problems they are trying to solve?
- Have you provided something that illustrates the results you can deliver? (This can be as simple as a proposal or report answered in the way they want it.)
- What do they need to know about you and your company so that they can trust you?
- Do your communications and activities demonstrate professional conduct and respect?
Customer name From… To… Your action plan
| No presence | First meeting | ||
| First meeting | Questions answered | ||
| Questions answered | Their attention | ||
| Support and trust | They buy from you | ||
| They buy from you | Trusted resource | ||
Tom Coy is a partner in Rini & Coy Consulting, which has a long history of developing successful healthcare product manufacturers. www.rini-coyconsulting.com