Here are three ways for building credibility.
A referral is an introduction to a prospect with an endorsement. A referral allows you to borrow credibility from a trusted third party. They spring from shared success with your customers or former co-workers, someone who knows your potential and can vouch for you or your team’s ability to deliver. Meaningful referrals do not originate from a casual contact, someone you have met and spoken with only a few times: without a history of shared success they cannot substantiate your ability to deliver value.
- Speaking Engagements
As soon as you are in the front of the room doing the talking, most people in the audience will give you the benefit of the doubt as a credible expert. Obviously once you open your mouth you can rapidly undo that perception. A successful speaking engagement combines a clear presentation of your thoughts not only in a strong narrative on a topic that’s of use to potential customers, but also in your answers to real questions from the audience.
- Writing Articles
It may be easier to communicate your knowledge of your prospect’s issues in writing. Especially if you are someone like me who doesn’t enjoy public speaking you should work at the craft of clear business and technical writing. Most articles these days are presented on a website (e.g. blog entries like this one) or in an email newsletter. In either case you should consider writing in HTML and adding links to provide substantiation of your key citations.