Talking to people who havent heard of you is tough, but it can be done. The trick is in filling the credibility gap before they move on with someone else.

To overcome this, the best solution is to build credibility. This helps you stand out and builds trust with prospective customers who are strangers to you.

But how do you make this happen? Thats what I want to talk about in the article.

Keep reading to learn how you can overcome the credibility gap, and five things that will help build your credibility with prospects.

Lets get started, shall we?


Need Help Automating Your Sales Prospecting Process?

LeadFuze gives you all the data you need to find ideal leads, including full contact information.

Go through a variety of filters to zero in on the leads you want to reach. This is crazy specific, but you could find all the people that match the following: 

  • A company in the Financial Services or Banking industry
  • Who have more than 10 employees
  • That spend money on Adwords
  • Who use Hubspot
  • Who currently have job openings for marketing help
  • With the role of HR Manager
  • That has only been in this role for less than 1 year
Just to give you an idea. 😀

What is the Credibility Gap:  Why is it Such a Big Problem

Nowadays, customers have all the power. They do their own research and read reviews before they talk to a salesperson.

A customer will usually make up their mind about a purchase before they call the supplier.

If you want to close the credibility gap, then you need to be visible and compelling. You cant just show up at an event or job interview; they have too many people like that lined up outside already.

Trust is all it Takes

Trust is the foundation for credibility.

If people dont trust you, they wont believe what you say. Its not their fault businesses have been promising more than they delivered for a long time.

The article is about how to create trust with customers and make them feel like they are valued.

Brands that are all too familiar to people, even if they have never used their products before. A lot of social proof is associated with these brands.

If you want to be credible, its important that people know who you are.

In the past, a persuasive advertising campaign might have been enough to get people interested in your product or service. Nowadays, you need more than that if you want credibility.

Building trust with your prospect starts by understanding their problem and ends when you solve it for them.

More helping, less selling

With all these different marketing and advertising avenues, how can a company stand out?

One way to make sales is by being helpful. If you show a customer that they can trust you, then it will be easier for them to buy from you.

Earn More Referrals

Word-of-mouth is one of the most powerful tools in business. 74% of consumers rely on word-of-mouth before making a purchasing decision.

73% of consumers are also shopping online, so if you want to be visible and accessible when theyre looking for something new or need a replacement part, then you should have an e-commerce site.

Im going to show you how we can use this 4-step process for asking referrals.

Being Compelling and Visible

So far, Ive talked about how visible and compelling are important. Let me define what that means.

Being visible means:

  • The more your content is shared, the better it will rank in search engines.
  • You are aware of what your prospects use, and you advertise in those channels.
  • Your customers have shared their opinions about you in reviews and testimonials.
  • Youve been interviewed by journalists who are writing about your industry.
  • You are reviewed, talked about by industry influencers, or featured.

Being compelling means:

  • I always enjoy reading your content, because its informative and well-written.
  • Youve grown an audience of followers on social media who regularly share your content.
  • Customers and influencers have given you positive reviews.
  • Your story has been well-received by respected publications for both consumers and industry professionals.
  • Youve been endorsed by people with a lot of influence in the industry.

You dont need to be an expert in all of these areas before you start selling, but it will help with the credibility gap.

Article: When I first began hiring salespeople, I just assumed pay along with commissions and bonuses would be enough sales motivation.

Ways to Close the Credibility Gap

There are five important parts to closing the credibility gap and being visible. A lot of it has to do with trust, which is why theyre so important.

1. Make content that your clients are interested in.

Selling is about understanding your customers and what they want. Its all about getting inside their heads.

Your customers need to know that you care about them. You cant just send out generic messages.

Heres what that looks like:

Meaningful content is well-researched, has a good mix of old and new information, and generally makes the reader think.

Relevant content is important for the reader, and it might be personalized or delivered when they need it most.

Helpful content is any type of information that educates people, rather than just selling to them.

You need to do your research before you create content. Dont just guess what will work, test it out and find the right kind of content that people are interested in.

Video is still the most popular format, but blogs and podcasts are close behind. Different audiences will expect different content.

2. Turn into an omnichannel seller.

Social media has changed how we communicate. We can now express our opinions to the masses and hear their thoughts on a variety of topics.

You cant just sign up for a social media account and expect it to be enough. You have to actively participate on the site by creating engaging content, reposting others posts, commenting on peoples posts you like

Its about building a following, and it can be tiring work.

If you are in charge of the company account, it is a good idea to hire someone who will be able to monitor social media for your business.

Building social media communities is a lot of work. You have to post every day, follow influencers and make sure your channels are staffed accordingly.

If youre not responsive on social media, prospective buyers will lose interest and the flow of prospects into your sales funnel slows.

3. Seek feedback and testimonials.

Testimonials are the best way to tell your story and make a connection with potential customers.

Its important to know what your customers want, because they will rely on you for support. They are the ones who buy from you in the beginning and have a voice when it comes time to make decisions about how things work.

Theyre the ones who are developing the business; they dont need you for that.

One way to start is by asking for reviews or testimonials. If you want, offer a small reward in return for their thoughts like discount coupons.

Above all, make it really easy for them to give feedback. Provide links to review sites and other ways they can provide their input on how youre doing.

If you can get a journalist to use your product, thats better because it adds credibility.

4. Make sure your story is newsworthy.

As featuredseen inon sections are all over the internet, and they exploit two cognitive biases. Basically people want to follow what everyone else is doing or an authority figure.

I talk about the importance of case studies in sales and how to use them effectively. I also touch on some common mistakes people make when using them.

Publications like the Wall Street Journal and TechCrunch are known for their rigorous editorial process, so just by getting something published on them youve earned some credibility. Even if its only a short article or press release, your name will be seen as credible.

For many customers, this is a major selling point. The more stamps you have for quality and sustainability, the better your reputation will be.

Look for publications that are relevant to your industry and pitch them a story. Read the publication carefully, then figure out what they consider newsworthy.

If you have a hard time getting published, it may be worth paying someone else to do this for you. You will lose some control over the content of your article, but they can help get the word out more easily.

5. Find influencers to speak on your behalf.

Its important to find the right people who can help you. This might be a leading thinker or someone with enough weight on social media, and sometimes theyll come across your content themselves but usually you need to put in some hard work into finding them.

To get the word out about your business and attract customers, you should make a list of influencers in your industry. Then select those who align with both what you do and the customer base that would be most interested in it.

Dont email or message them asking for an endorsement. This will be ignored unless you are paying.

Instead of asking for something, become part of their community. Follow them on social media and join the discussion.

Influencers could be useful to have on your side. They would give you the validation and feedback that you need as a company.

Small Steps

If youve read this far, it might make you feel like theres a lot to do. But dont worry you’re probably already doing some of these things with varying degrees of success.

Closing the credibility gap is very simple, but its important to have a solid plan. Use these five principles as your guide when deciding what you should do next.

Commit to it, and soon youll find that the credibility gap has been closed because of this commitment.


Need Help Automating Your Sales Prospecting Process?

LeadFuze gives you all the data you need to find ideal leads, including full contact information.

Go through a variety of filters to zero in on the leads you want to reach. This is crazy specific, but you could find all the people that match the following: 

  • A company in the Financial Services or Banking industry
  • Who have more than 10 employees
  • That spend money on Adwords
  • Who use Hubspot
  • Who currently have job openings for marketing help
  • With the role of HR Manager
  • That has only been in this role for less than 1 year
Just to give you an idea. 😀
Editors Note:

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Justin McGill
About Author: Justin McGill
This post was written by Content at Scale, a solution that uses AI + a team of optimization specialists to publish hundreds of high quality, SEO optimized content straight to your blog. It’s the first and only solution that allows you to truly scale content marketing.