Selling With Third-Party Credibility

Connecting with a customer and selling is easier when using third-party credibility. In sales, third-party credibility means having a separate person available or document that points to the real-life benefits of a product or establishes company credibility.

Types of Third-Party Credibility

• Customer Testimonials
• 
  Customers who have used a product or service and experienced its benefits provide compelling evidence during the sales process. Take a picture of the product and the customer, along with the sales rep, to make the testimonial as strong as possible. Use the page in a notebook as a subtle means of building credibility.
• Public Relations
• 
  Sending press releases via a service and having it published on another site provides third-party credibility. The site can then be emailed to prospective customers. The agency Creative Communications says public relations "provides the necessary third-party credibility you cannot achieve with advertising and is a cost-effective means to build a brand."

  Writing an article to publish on the Internet, in a trade journal, or in the local paper is another means of providing third-party credibility using public relations.

• Credible Person
• 
  Having someone accompany you on a sales call can provide third-party credibility. It can be a person who has used the product or service, can speak to the technical aspects of the product or service, or who is simple confident and personable.
• Association Memberships
• 
  Have a membership in a credible organization. It could be a national sales organization or a specific trade association. Having a membership with a well-respected organization in the local community can provide third-party credibility, too. Serve on a committee that matches your gifts and values.Example of third party credibility

  I sold roofing to homeowners through a well-known national corporation for two years. I had to study up on roofing and all the terms contractors might use. When meeting with homeowners who knew all the language and the terms, I found it was helpful having the project manager along. The project manager handled the construction crews and himself had a lifetime of experience as a roofer. Even after I built my knowledge, the extra person made for a stronger sales presentation.

  Make the customer credible

  While this is not true third-party credibility, ask the customer questions. Get them talking about their thoughts, what they're trying to achieve, and how they could envision using your product or service. They're building their own argument in their own mind and the sales process gains strength. They generate credibility and convince themselves of their need.

  Third-party credibility is one element of an overall successful sales presentation, but it's a strategic element that can boost closing rates.

  More From This Contributor

  5 Guidelines for Small Business Success

  Have Your Picture Taken with George Clooney

  Why an American Company is Selling Skateboards in India