One of the most powerful lessons I ever learned in sales is that your credibility provides the greatest leverage in sales. The more credible you are, the easier it is for people
to trust you. And trust is the bridge to every sale.
According to Gartner, 83% of senior B2B buyers conduct significant research before reaching out to potential vendors.
By the time they talk to you, they’ve already formed opinions and shortlisted who they believe can solve their problem.
How did those vendors make the list? Through the quality of their content. How clearly they articulated the buyer’s problem and differentiated their solution from others.
And let’s face it, we’re no different. We do our research, look at reviews, case studies etc. before reaching out.
That’s why modern marketing puts so much emphasis on thought leadership, content and education.
White papers, blogs, videos, and research all exist for one reason: to help prospective buyers see you as a trusted authority before they ever speak with you.
But this isn’t a new idea.
When I was at university in the late 70s, Digital Equipment Corporation (DEC) dominated the computer science world.
We grew up using their PDP computers – 6, 7, 8, and 11 and loved them.
When we entered the workforce, guess who we naturally turned to when it came time to buy commercial systems?
DEC.
Why? Because we had experienced their product firsthand. That experience created both familiarity and trust.
Fast-forward to today: our content serves the same purpose. It gives potential clients a taste of what it’s like to work with us.
But content alone isn’t enough. While it provides leverage – Reading your ideas is not the same as experiencing your expertise.
That’s where your sales process and the buying experience becomes critical. Prospective clients are quietly evaluating you:
- Can I trust this person?
- Do they really understand my situation?
- Are they credible and capable?
Your ability to answer “yes” to those questions rests on three elements: expertise, experience, and essence.
Expertise shows you know your stuff.
Experience proves you’ve done it before.
Essence is the human connection which shows you genuinely understand and care.
In the end, people don’t buy from the smartest person in the room. They buy from the one who makes them feel understood, confident, and safe. Build credibility, earn trust, and the sale becomes a natural next step.
Realise that someone who reaches out to you is TWICE as likely to buy compared to someone you reach out to cold.
Which is why your positioning as a trusted vendor provides critical leverage making the sale far easier.
Put succinctly, content opens the door. The sales experience invites them inside and convinces them to stay.
If you or your team struggles to close deals or get buyers to move forward, I can help. As a sales coach, I specialise in teaching clients how to facilitate better buying decisions, faster, with less friction, and way more confidence.
Want to learn how? Let’s talk.
