Do You Ever Ask Yourself – “Why Am I Qualified?”
How to Gain Credibility in Business: On & Off Line

Many years ago when I moved from the acreage we owned & started to work in radio I wondered how people who knew me as a mother earth…living in the forest kind of person all of a sudden trusted me with their advertising budgets. There was no pretense on my part that this was something I had expertise in.

I was in my early 30’s, intelligent, articulate, thin, and I drove a hot new car. I looked and acted the part. That had to have helped but by itself could not have resulted in the immediate success I experienced.

Why was I able to sell so much advertising?

There were no tricks…no manipulation and no deep dark secrets I leveraged to coerce clients into buying.

I was successful because people want to believe and I helped them.

What you can do to encourage belief:
1.Believe in yourself.
2.Find out the Facts about your customer.
3.Communicate with an emotional appeal and some facts about your product/service.

The kind of evidence you need to have (in your back pocket) if needed:

-How long you have been in business, the size of your business, & where it is located.
-Your experience/qualifications and the qualifications & experience of your staff.
-Quality information – test results or other specifications that provide proof for any claims you make.
-Information about any proprietary service method or product that you use or carry.
-General customer feedback and experience.
-Information about success and the growth of the company.
-Provide a demonstration.
-Testimonials from customers in the form of letters, or statements about their experience or statements from experts and any awards, contests or recognition.
-Offer a Free sample.

Don’t pull everything out and overwhelm them…listen to the clues they give you about what they think is important and provide the evidence they need to believe.

No matter how you communicate, even in an ad, some emotional appeal and even a fact or two will add to the customer appeal and credibility of your offer.

You don’t have to know everything or do everything perfectly to deserve and receive credibility.

What you have to do is be consistent and BE REAL!

Roy Williams is a master at communication Listen to how he balances fact and emotion in these commercials.