Increasing Sales With A Credibility Statement

Chain LinksSome call it the elevator pitch.  Some call it the personal introduction.  At Silver Bullet Selling we call it the Credibility Statement.  No matter what you call it, when it’s done well it establishes credibility and opens doors and opportunities.

In business the Credibility Statement is as essential as a business card.  You need to be able to say who you are, what you do and how people benefit from what you do in as little as 90 seconds.  As we discussed in a previous article, the Agenda Statement is a great way to begin a meeting with a prospect or client.  This 45-second piece of magic lets your prospect/client know the purpose of the meeting and what you’re going to cover.  When you follow your Agenda Statement with a concise and crisp Credibility Statement, it’s like delivering a 1-2 punch to the way your prospect/client perceives you.  Remember that people do business with people they like and trust, and how you are perceived often determines whether you’ll get the deal or not.

The Credibility Statement can help you lower buying resistance and communicate that you are a competent and successful professional.

  • Positive Effects of a Credibility Statement:
  • It will position you as a unique and highly competent expert
  • It will communicate how clients benefit from your product or service
  • It will convey your value
  • It will let the prospect know you  have worked with businesses like theirs before

There are four parts to the Credibility Statement:

  1. My Company and Me
  2. Typical Client
  3. Success Story
  4. Transition to Discovery
  5. My Company and Me.

My Company and Me

Open the Credibility Statement with a feature-filled introduction of your company and yourself.  When I say “feature-filled” I mean a paragraph with 7-8 sentences that speak to:

  • Your company’s history
  • Your company’s niche or area of specialization
  • 2 or 3 features about your company
  • Your relevant experience

Here’s an example introduction from the financial services world:
Mike I am not sure how much you may know about Cedar National Bank.  Actually CNB was founded by a small group of entrepreneurs in 1954 and has grown into a premier private and business bank.  We are now the second largest independent bank based in the state with assets exceeding $16 billion and we are the only bank in the eastern United States that has been recognized by the Greenwich Associates with six awards for Excellence in Business Banking.  We have over 65 branches in the tri-state area.

I’ve been in banking for 20 years, and I have spent the last 7 of those years with Cedar National Bank working with food manufacturing companies in the Hudson Valley.

Typical Client

You want to follow up your introduction with a description of your typical client.  Your description should resemble the prospect or client you are speaking to.  Doing so will build credibility because it will give your client/prospect confidence that you have worked with clients like him before.

Example typical client: I typically work with large agribusiness companies who want to execute a long-term growth strategy.  And I usually bank the company itself and then the key executive officers too.

Success Story

During your Credibility Statement you want to share a success story that illustrates how one of your clients recently benefited from working with you.  There are three parts to telling a compelling success story:

Issue: Describe the issue in a couple of sentences.
Resolution: Explain how you helped your client resolve the issue.
Benefit: Explain briefly how your client benefited from the resolution.

Example Success Story:
For example, recently we were able to provide a $5.5 million business loan to a frozen foods company so they could modernize their flash freezing equipment and add on 10,000 square feet to their production facility.  Of course, we also welcomed the opportunity to work with the business owner on reaching personal financial goals as well, and we were able to provide a creative financial solution to help him finance a vacation home in Lake Placid.

Transition to Discovery

The last part of your Credibility Statement is transitioning into the Discovery Step.  We transition by seeking permission to ask questions.  Like with the Transition in the Agenda Statement, we wait for our prospect/client to say “Yes” before moving on.

Example Transition to Discovery

Now that you know a little about Cedar National and me, may I ask you a few questions  (Wait for a yes!)

Reserve Power

The Credibility Statement is a powerful tool you can use to quickly create a great impression in many situations.  For example, just last week I used my credibility statement on my flight to Mexico City when my neighboring passenger asked me what I do for a living. How many more situations can you think of?

The Discovery Summary (14 Minutes)

bullet-podcast-logoListen in on the May Day episode of the Payday Podcast as G.A. and Paul talk about generating buying momentum with the Discovery Summary. The Discovery Summary is a critical part of the selling process by summarizing what you have learn about the prospect’s situation. It moves you into the Tailored Solution.

MP3 File

G.A. and Paul have met in the Garden State of New Jersey to talk about what to get their mother for Mother’s Day (which is May 10, by the way), and to tape the May Day episode of the Pay Day podcast.

MP3 File

Payday Podcast: Discovery (15 minutes)

bullet-podcast-logoDiscovery is the heart of the Silver Bullet Selling Process. Discovery lays the foundation required to build a solid Tailored Solution. During Discovery, listen to clearly understand your clients needs rather than listening to respond. There’s a big difference.

MP3 File

Payday Podcast: The Credibility Statement (16 minutes)


MP3 File

The credibility statement of the most important aspects of a sales conversation. Use this short, quick statement it to allay the prospects fears and position yourself as an expert. Here are the four parts of the credibility statement: 1. Your company and you, 2. Your typical buyer, 3. Success story, 4. Transition into discovery in the form of a question. Post your own credibility statements at

Payday Podcast: Pre-Call Planning Tips For Closing More Sales (20 minutes)

bullet-podcast-logoG.A. and I have been working with sales organizations for more than 10 years now.  And what we’ve noticed during the tens of thousands of sales calls we’ve run is that the best predictor of the meeting’s outcome is the pre-call planning that happens before the meeting.

So today G.A. and I will be talking to you about Pre-Call Planning and how it can help you close more sales.

MP3 File

New Year’s Resolutions Don’t Bring Big Bonuses, But a Winning Game Plan Does (Part 2 of 3)

cloudsmoneyblueWe hope your New Year is off to a great start.  In the previous edition of Bullet Points, we left you talking about how your job in January is to create your goals for 2009 and then figure out your game plan – the activities, tasks and behaviors you have to execute to make these goals a reality.  With this in mind we offer you the Silver Bullet Selling Vision-to-Reality process, a proven process for making your vision a reality.  If you recall from the previous Bullet Points issue, the process has six steps: Continue reading “New Year’s Resolutions Don’t Bring Big Bonuses, But a Winning Game Plan Does (Part 2 of 3)”

Creating Success on Purpose: The Vision to Reality Process

jumperAmbitious goals in life or in business aren’t achieved by accident; they’re achieved on purpose because someone has taken the time and effort to figure out the activities, tasks and behaviors that have to be executed to get it done.

Effective game plans and effective execution are two of the fundamentals that set top performers apart from the rest.  That’s what was missing in my early January goal-setting sessions.  I knew what I wanted to accomplish, but I had no idea what activities, tasks and behaviors I had to execute to accomplish it.

As a Sales Professional the amount of success you have depends solely on your ability to create and execute an effective game plan.  Most people have a lot of difficulty navigating the muddy waters between setting goals and executing on those goals.  The top producers in any industry have a game plan to turn their goals into activities and then execute those activities to create results.  This is why top producers blow the doors off their numbers and they do it year after year! Continue reading “Creating Success on Purpose: The Vision to Reality Process”