How to Build Credibility in Sales

Some of the worst advice out there... not only can you smell it a mile away, but it actually sets you back more than in propels you forward. “Fake It Till You Make It." The mentality might seem harmless... or even empowering. but here’s the truth: it’s a strategy that holds you back in the long run. When we rely on posturing or “faking it,” we create temporary value... a shaky foundation that breeds uncertainty and self-doubt over time. This approach can chip away at genuine confidence, leaving you second-guessing your abilities rather than embracing your true strengths. If you’re “kind of” believing in what you can do, it will lead to “kind of” results. And let’s be honest: no one invests in that. Here’s a path that builds lasting impact and real credibility: 1. Embrace Where You Are Right Now. Actionable Step: List out the top 3 strengths you bring to the table today. Focus on where you already add value. Use this clarity as your guide when you’re in new or challenging situations. This way, you’re building on a solid, authentic foundation... not pretending to be somewhere you’re not. Starting with a clear view of your strengths gives you a confidence rooted in reality... and equips you to approach each opportunity with authenticity. 2. Get Clear on Your Unique Value. Actionable Step: Identify one specific problem you can solve that aligns with your skills and expertise. Write it down in one sentence (e.g., “I help teams bridge strategy and execution gaps to drive measurable results.”). Use this as a go-to when you’re speaking with potential clients or partners. This clarity around your value will set you apart, making it easier for others to see why they should work with you... not just anyone who fits the role. 3. Bridge Your Gaps Authentically. Actionable Step: Acknowledge a skill or area you’re actively developing. Take one concrete action toward growth each week... whether that’s: - reading - building relationships - mentoring Share this journey with trusted colleagues or clients... without underselling yourself... so they experience your commitment to excellence and your drive to evolve. Owning both your strengths and areas for growth builds long-term credibility and shows others that you’re committed to being the best version of yourself. It’s how true leaders inspire and foster trust. And trust accelerates EVERYTHING.

Sales teams often build from the top down. That’s why they break. I’ve spent decades studying what separates consistent performers from one-hit wonders. It comes down to this pyramid. Start at the foundation. Habits. Three clear priorities every morning. Follow up with purpose, not just to check in. Maintain clean systems. Build momentum through small daily wins. Consistent structure beats motivation every time. Next level up. Skills. Discovery that uncovers real impact. Objections handled early, not late. Negotiation anchored on outcomes. Demos that show value created, not features listed. The best sellers talk less, listen more, and guide with intent. Then comes Mindset. Treat rejection as feedback, not failure. Build confidence through preparation, not personality. Stay curious. Optimize for learning first, outcomes follow. Growth-oriented sellers outperform those chasing quick closes. Now you’re ready for Process. A predictable pipeline rhythm. Templates that move fast but personalize where it matters. Measure what converts. Forecast with evidence, not optimism. Disciplined process closes more deals than instinct alone. Finally, Edge. Build a reputation that precedes the meeting. Share wins and playbooks internally. Run experiments, not guesses. Coach others. Visibility and credibility create warmer referrals and more inbound.

Sales folks, take note! Spamming a target company's employees with your services and requests for meetings will result in your company making its way onto a buyer's blocklist. As a buyer in the localization industry, I receive dozens of emails and LinkedIn requests every single day from vendors looking to showcase translation, AI, QA services, and more. It's not humanly possible to give personal replies to every outreach. When vendors can't get through to me, they often reach out to everyone on my team... and sometimes to many others across my company. I'd love for this practice to stop. It wastes valuable company time and makes a vendor appear desperate and non-strategic. Here's what to do instead: 1. Appeal to ego! Invite a target company’s decision-maker to a panel, or start a vlog series and ask buyers to appear and discuss industry topics. It’s also a great opportunity to reposition your company as a thought leader. 2. Offer genuine insight, not just services. Share a case study, white paper, or benchmarking data that’s actually useful to the buyer’s role, and do it without a sales pitch. 3. Build a reputation before you build a pipeline. Comment thoughtfully on posts. Contribute to community conversations. If you consistently show up with value, you’re far more likely to get noticed. 4. Target smarter, not broader. Don’t shotgun your message to an entire company. Learn the org. Understand the buyer’s scope. Then send one well-researched, personalized note that shows you actually did your homework. 5. Focus on mutual value. Can you help solve a known pain point or offer perspective on something changing in the market? Frame your outreach around collaboration, not consumption. 6. Use timing to your advantage. Keep tabs on when companies are hiring for roles associated with your offerings, launching in new markets, or attending conferences. That’s when buyers are more receptive to new solutions. 7. Lead with generosity. Offer a no-strings-attached resource, intro, or suggestion that doesn’t benefit you directly. Reciprocity is a powerful trust builder. And please! Don't ever ever call me on the phone! ;)

Old school sales tactics are broken. Nobody responds to a hard sell anymore... The best pitches don't feel like sales calls, they feel like a diagnosis. When I first started Lever, I'd get on calls and try to convince people they needed what we offered. It felt forced and no one cared. But everything changed when I stopped trying to convince and started trying to understand. When you do that, the sale becomes natural. Not because you convince them, but because they can see you get their problem better than anyone else. And there are a few things that make that possible: 1. Define A Clear ICP (Ideal Customer Profile) Know exactly who you're selling to. Figure out: → Who this is built for? → What stage they're at? → What they're struggling with? → Who this isn't for? 2. Understand Their Pain Points Show you understand what they're going through. Ask: → "What's your setup now?" → "What's broken?" → "What's that costing you?" → "What changes if this gets solved?" 3. Create An Irresistible Offer Everything flows from your offer. If it's weak, nothing else matters. Make it valuable, clear, and tied to the outcome they want. 4. Build An Ecosystem That Drives Leads Build systems that generate attention, nurture it, and convert it. → Content, outbound, ads → Newsletters, lead magnets, funnels → Calls, product pages 5. Remove Risk With Proof Don't just talk. Show evidence. → Results with context → The process you followed → Predictable timelines Skip the pitch until you've earned trust with proof. 6. Make The Next Step Easy End every conversation with clarity: → "Here's what I'd do next." → "Want me to map this out for you?" No pressure. Just direction. 7. Ask for Referrals Great work leads to referrals naturally. → Deliver a clear win → Remind them who you help → Make it easy to introduce others Sales get easier when you stop trying to convince people and start helping them see what's possible. If you want more breakdowns on building trust and turning conversations into clients, subscribe to our free newsletter, Building Leverage. Each week, we'll give you quick tools to grow your influence and close more deals without feeling pushy. Subscribe here: https://lnkd.in/eqJtR_Vf

Insights from a CFO: Why Salespeople Win or Lose Deals Selling to the C-suite isn’t for the faint of heart. As a CFO for over 25 years, I’ve seen pitches that were brilliant and others that were, frankly, baffling. This article shares what separates pitches that succeed from those that fall flat. 1. Trust: The Unsexy but Critical Ingredient Trust is the foundation of every deal. C-suite execs can sense insincerity quickly. Be honest about risks as well as rewards and explain how you’ll mitigate them. According to Gartner, 89% of executives say trust is the key factor in deal-making. PRO TIP Address a specific and recognized challenge right away. It shows you've done your homework. EXAMPLE “I noticed you’ve increased spending on supply chain optimization. We’ve helped similar companies reduce such costs by 10-20%.” RED FLAG Dodging requests for references or giving vague replies is a deal-breaker. 2. Speak CFO: Money Talks, Buzzwords Walk CFOs care about financial impact, not buzzwords. Pitches emphasizing ROI have a 32% higher success rate. PRO TIP Lead with numbers—ROI, cost savings, or revenue potential. EXAMPLE “Our solution can cut your cloud storage costs by 30% annually,” is more compelling than vague promises of transformation. RED FLAG Overpromising ROI without solid data raises immediate doubts. 3. Don’t Just Sell—Prescribe The best salespeople diagnose issues and prescribe actionable solutions. PRO TIP Ask questions that reveal underlying problems, then position your solution as the fix. EXAMPLE “Your logistics costs have grown faster than revenue. Here’s how we fixed that for similar firms.” RED FLAG Overemphasis on features instead of solving specific problems is a misstep. 4. Speak Our Language If you sound like a techie or scripted, you’ve already lost. Executives are five times more likely to engage when you speak their language. PRO TIP Share relevant stories or lessons from past failures to build credibility. EXAMPLE “You increased R&D spend by 20% last quarter—are you prioritizing innovation or trying to manage to your margin?” RED FLAG Excessive jargon or acronyms is a quick way to lose interest. 5. Follow-Up: The Forgotten Art Deals aren’t closed in meetings—they’re closed in the follow-up. Following up within 24 hours can boost close rates by 60%. PRO TIP Conclude meetings with clear next steps, timelines, and follow-up dates. EXAMPLE A customized ROI analysis sent within 24 hours led us to a signed deal two weeks later. RED FLAG Generic or delayed follow-up suggests a lack of genuine interest. The Bottom Line Selling to the C-suite is about trust, authenticity, and delivering measurable business outcomes. Master these elements, and you’ll build lasting relationships that go beyond a single deal. Anything to add? #SalesLeaders #CSuite #StrategicAccounts #SellingtoExecutives #Executives #CXOs #CEOs #CFOs #ChiefRevenueOfficers #SalesEnablement #LearningandDevelopment #CorporateUniversities

HOW TO SELL ANYTHING (15+ years in sales distilled) Build credibility before you pitch → Show you understand their problems first. → Share insights, not just your product. → Don’t start with “Our product is the best!” Let customers advocate for you → Use testimonials and success stories. → Let happy clients do the talking. → Don’t exaggerate or make up results. Be radically transparent → Admit what your product can and can’t do. → Set clear expectations upfront. → Don’t oversell or hide limitations. Personalize every interaction → Tailor your conversation to their needs. → Focus on what matters to them. → Don’t send generic emails or demos. Sell value, not optimism → Highlight outcomes: time saved, revenue gained, stress reduced. → Focus on tangible results. → Don’t use empty phrases like “amazing” or “life-changing.” Time it right → Engage when the problem is urgent. → Be patient and ready. → Don’t push when they don’t need it yet. Follow up with relevance → Share tips, updates, or helpful insights. → Keep your follow-ups useful. → Don’t check in randomly or just say “Just checking in.” Respect the buyer’s process → Understand their evaluation steps and stakeholders. → Guide them without rushing. → Don’t ignore their process or pressure them. Expect rejection → Treat “no” as feedback, not failure. → Learn, refine, and move on. → Don’t take it personally or give up. Stay consistent → Show up regularly and deliver on promises. → Build trust over time. → Don’t be inconsistent or disappear for weeks. 📌 Save this. This is how real sales works. 🚀 Experienced sellers, what’s the one thing every newbie should know?

I've spent 21 years training salespeople. The best do 3 things differently. Here's what separates elite performers from everyone else: Your customers get bombarded with hundreds, if not thousands, of sales pitches every month. They're also dealing with inflation, supply chain issues, and rising costs. Forecasted revenue is flat or declining. More salespeople fighting for attention. Customers have less money to spend. The old ways of selling don't work anymore. But the top 20% of salespeople (Sales Warriors) think, speak, and act differently than the other 80%. After training thousands of Sales Warriors, I've noticed elite performers have mastered 3 core principles. 1. Warriors embody certainty in uncertain times When markets are chaotic, customers don't want uncertain variables. They're desperately seeking certainty, clarity, and commitment. You need to project certainty. But you can't just say you're certain. You need specific language patterns that create instant trust. Start conversations with "The way we work is..." Address problems with: "You said your biggest challenge is X. Here are the three ways we'll solve it..." Show commitment: "I'm dedicated to helping you because..." Use social proof masterfully: "Your situation is similar to our client Jack. Here's what he did, and here were his results..." Combining certainty + proof creates instant credibility. 2. Warriors prioritize being an advisor over being a friend Successful people value time more than money. Waste time with small talk and you're seen as someone who can't relate to their success or someone who won't help achieve their goals Instead of trying to be their friend, do 3 things: • Teach them something new (beyond a Google search) • Solve hidden problems, not just admitted ones • Own the process completely Again, the effectiveness is in specific language patterns to maintain control. "The first thing we'll discuss is X, then Y, and finally Z..." Use "next" to maintain momentum: "Now that we've accomplished this, next we'll..." 3. Warriors make buying effortless People work hard to make money. But they don't want to work hard to spend it. Sales Warriors understand this psychology and remove all friction from the buying process. Instead of "You can become more successful..." Say: "This GIVES you X" or "This MAKES you Y" or "This ALLOWS you to Z" The pattern is always: Product/Service → Action Word → Benefit You also want to break big decisions into smaller ones. Overwhelmed people freeze and procrastinate. Then they don't want to spend money. So elite salespeople help customers make 5 key micro-decisions: • Is this problem worth solving? • Will waiting increase the pain? • What's the ideal outcome? • Why are you the best option? • Why act now? Notice they don't focus on budget discussions. Because if you help customers make these 5 decisions effectively, budget becomes a secondary concern. Money will materialize if the value is clear.

When I was 19, I leased a Mazda Miata. At the end of the lease, I got hit with a $2,750 processing fee. No one mentioned it upfront. No one explained what it covered. I felt duped. And here’s the thing: Your prospects? They’ve probably been duped too. Hidden fees. The bait and switch. Double-talk. Lying by omission. These past experiences stick with people. They color how prospects see salespeople. Trust is out. Skepticism is in. So how do you build trust in a world of skeptics? By telling the whole story, not just the part that makes you look good. Telling one side of the story sounds like: “Here’s why our solution is perfect for you.” (Of course, you think it’s perfect. You want the sale.) Telling the entire story sounds like: “Although our solution checks most of your boxes, there’s one limitation: It doesn’t integrate with your CRM, so it might require manual data entry.” See the difference? The whole story builds trust. Because when you own the downside, the upside becomes more believable. The golden rule of sales? Sell like you want to be sold to. No surprises. No spin. Just transparency.

The most expensive thing in sales isn't a lost deal. It's lost... trust. 😮💨 You know what's funny? → We spend hours perfecting our sales pitch. → Learning all the techniques. → Mastering the closes. But we forget the most basic human need: Trust 🤝 I used to think being "professional" meant hiding behind a corporate mask. ❌ I soon realized that was a big mistake. Today, I help sales professionals show up differently: → Less pitching, more connecting → Less scripting, more storytelling → Less selling, more serving Because here's the truth: 💡 People buy from those they trust. And trust? That's built through authenticity, not authority. Your personal brand isn't just about looking good. → It's about being real. Try these tips and start to build trust in your brand: ✅ Be Vulnerable → Share your challenges and failures. → People connect with real stories. ✅ Engage Authentically → Respond to comments and messages with genuine interest. → Show you care. ✅ Show Consistency → Be consistent in your messaging and values across platforms. → Trust builds with reliability. ✅ Listen Actively → Pay attention to your audience’s needs and feedback. → Adapt your approach accordingly. ✅ Share Your Expertise → Offer valuable insights without expecting anything in return. → This positions you as a trusted resource. Authenticity isn't a strategy; it's the foundation of lasting relationships. What's holding you back from showing your authentic self online? 👇 P.s. ✍🏻 I am Benjamin Loh, CSP, a strategic growth coach and consultant who has taught over 65,000 leaders in over 20 global cities and constructed some of the leading icons (TOT, Award Winners) in the financial industry in Asia through the power of authentic storytelling and authority building. 💪 Follow me for personal brand and growth insights. #topofmind #millennials #business

Pushy Dishonest Self-serving According to Daniel Pink’s research in To Sell is Human, these are words most often associated with sales and salespeople.  This reminds us of a hard truth: many people associate sales with manipulation rather than trust. It’s no wonder why. Tactics like double dials, fake personalization, or bait-and-switch strategies might yield some short-term wins—but they come at a steep cost. They damage your reputation before you even get to the first call. Buyers don’t just buy products; they buy trust. And these tactics are a fast track to losing it. Here’s the thing: you don’t need gimmicks to win in sales. The best sellers lean on something far more effective—authentic connections and consultative selling. Building relationships, asking meaningful questions, and genuinely helping your buyer solve their problems isn’t just ethical—it works. If you’re under pressure to hit aggressive activity metrics using “tricks,” don’t abandon your values. Hit your numbers, but reserve time to try Show Me You Know Me (SMYKM). Personalize authentically. Listen intently. Focus on delivering value. And if your more thoughtful approach works (hint: it will), use that success as evidence. Show your leadership how effective real connection is and advocate for your metrics to reward quality over quantity. In sales, trust isn’t just a nice-to-have—it’s the foundation for long-term success. Ditch the tricks, and build something real.