13/10/2016 - 13:39

Credibility key to securing the sale

13/10/2016 - 13:39


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A large number of conditions need to be met if you are to become your prospective customer’s salesperson of choice, and none of them involves price. 

Credibility key to securing the sale
STANDOUT: Your customers have plenty of options to buy products similar to yours, so you have to stand out by offering something different. Photo: Stockphoto

A large number of conditions need to be met if you are to become your prospective customer’s salesperson of choice, and none of them involves price. 

I wish I had a dollar for every salesperson who bragged to me about how great their relationships are with their customers, and then lost a sale because they weren’t the lowest price or lowest bid.

I would be a multi-millionaire.

Every time your customers buy from you, they’re telling you: ‘You win. We elected you vendor and we’re voting with our dollars, our money.’ Is that sweet or what? Real sweet. Unless you don’t win.

It’s a double loss. You lose and the competition is celebrating. Reality biAtes.

Most of your customers have more than one vendor selling them the same product. Some have several. So you may have a customer, but not all their business, not all their wallet. It’s even referred to as ‘wallet share’.

Voting decisions are based on either history or trust or both.

Those decisions are formulated on a range issues.
• Ease of doing business.
• Belief in product.
• Perceived value of product.
• Reliability of product (quality times use).
• Durability of product.
• Reputation of product.
• On-time delivery to the right location.
• Correctness of order.
• Correctness of billing.
• Ease of return.
• Ease of order add-on.
• Ease of order change.
• Friendliness of people.
• Performance comparison of product.
• Customer’s belief in company.
• Customer’s belief in salesperson.
• Response to service needs.
• Response of salesperson.
• Trustworthiness of total package.

And you thought it was price.

No, price is only the issue in the absence of value.

Find the voting issues

These are issues that cause decisions to be made. If those voting issues are more important than the decision not to buy the item, the vote will be made to purchase the item. And money will follow.

As a salesperson, I have given you the issues of consideration when someone is thinking of making a new purchase from you. I recommend you work these elements into your presentation in a way that answers concerns before they arrive.

Each time you answer a concern you build credibility. Build enough credibility and the prospect will feel secure enough, and believe and trust you enough, to buy.

However, the list above is not applicable in all buying situations. Your job is to determine which of them fits your situation, and then create a winning strategy around them. None of these purchasing issues or concerns is complex – but when answered and addressed properly, they will lead to a favourable, value-based decision.


Be aware that sometimes, if you’re dealing with the procurement or purchasing department, price is the issue. In this case, your job in sales is to build relationships with decision makers in any department except these.

Note well: This may be a reorder (better known as a sales, service, value report card). From the time of your first sale, your report card begins.

The next order will depend on the following key elements.
1. Was your product or service delivered on time?
2. Were all of your promises kept?
3. Were service or accounting issues resolved favourably?
4. Did you follow up after the service?
5. Is it easy to find anyone in your company (at any time)?
6. Did you stay in contact with the customer on a regular basis in between sales with some kind of value message?
6.5 How accessible and responsive were you?

I have just barraged you with facts and questions. Many are uncomfortable. But none so challenging that they can’t be answered in a belief building way.

When a customer decides to buy from you, when they decide that (for whatever reason) you are chosen, they vote with their money. And there is only one way to count that vote – tally up your bank account.


Jeffrey Gitomer is an American author, professional speaker and business trainer, who writes and lectures internationally on sales, customer loyalty and personal development. © 2016 All rights reserved. Don’t reproduce this document without written permission from Jeffrey H. Gitomer and Buy Gitomer.


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