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Credibility is the currency of sales. I know that might sound like a pseudo-profound sales platitude that doesn't actually mean anything, but hear me out … Prospects want to buy from a helpful, consultative guide who thoughtfully moves them through the buyer's journey — and there's no such thing as a helpful, consultative resource who lacks credibility.
Your success with a prospect only goes as far as your credibility will take you. If you lack the perspective, product knowledge, or general sense of authority to earn your prospect's vote of confidence, your engagement with them won't get off the ground.
That's why we here at The HubSpot Sales Blog — the single greatest resource for content about sales and sales-adjacent subject matter in the entire known universe — sourced some contributions from esteemed sales experts on how to bolster your credibility with prospects. Let's see what they had to say!
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7 of the Most Effective Ways to Build Credibility With Prospects
1. Deliver tailored insight and strategies.
Raviraj Hegde, SVP of Growth & Sales at Donorbox, says, "To truly boost credibility with prospects, sales reps need to go beyond the usual tactics. Instead of sharing broad industry statistics or general product benefits, sales reps should deliver insights tailored specifically to each prospect's unique business challenges.
"Begin by conducting thorough research into the prospect's industry, market position, and recent news or developments. Then, during the conversation, offer customized insights that address their specific pain points and goals.
"For example, if a prospect is struggling with operational inefficiencies, rather than presenting generic efficiency stats, share a case study or a data point that directly relates to their industry and demonstrates how your solution has made a measurable impact on similar companies. Another strategy is asking probing questions to uncover their goals and obstacles. Then, suggest brainstorming potential solutions together, and use their input to shape a preliminary strategy.
“This process not only engages the prospect in a meaningful way but also showcases your expertise and willingness to invest in their success. By actively involving them in the solution-building process, you build trust and demonstrate a genuine commitment to their needs.”
2. Exhibit thorough product knowledge.
Nitin Khanna, President of N3 Business Advisors Inc., says, "Knowing your product inside and out is a game-changer for any sales rep. It lets you talk about the benefits in a real, relatable way that makes sense to the prospect. Instead of just listing features, you can connect them directly to the problems your prospect is trying to solve.
"This makes your conversation feel more personal and genuine, and the prospect can tell you‘re not just throwing out a pitch. The more you know, the more confident you’ll come across, and that confidence helps build trust right from the start.
"Having deep product knowledge also makes handling objections much easier. When a prospect brings up a concern, you won‘t be caught off guard — you’ll already have the answers ready. Plus, you can point out potential issues before they become problems, which shows you're thinking ahead.
“It's all about showing that you're not just there to sell but to genuinely help them solve their problems. When you know your stuff, prospects trust you more, and that trust makes closing the deal a whole lot easier.”
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Save time, find new ways to reach out to prospects, and send emails that actually convert.
- First-Touch Emails
- Follow-Up Emails
- Break-Up Emails
- ChatGPT Email Prompts
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3. Define problems, and ask insightful questions.
Daniel Osman, VP Sales and Operations at Deferred, says, "If sales reps want to increase their credibility, understanding their prospects‘ challenges is crucial. Focus on defining their problems even better than they can. If you can come into the call with a hypothesis that aligns with their perspective, your prospect will know they’re working with someone who understands them. This demonstrates empathy, builds trust, and positions you as a knowledgeable advisor.
"After sharing your hypothesis and demonstrating your knowledge, use effective questioning to guide customers to recognize their needs. Insightful questions will inspire them to have confidence in you. Imagine visiting a doctor who, without asking any questions or conducting an examination, immediately prescribed medication.
"Wouldn‘t you be hesitant to follow their advice? You’d likely expect a thorough assessment to ensure an accurate diagnosis and treatment plan. Similarly, buyers need to feel understood before they trust a salesperson to solve their problems. It's not the quantity of questions that matters, but the quality.
“Remember, it's not just about what you're selling, but who you're selling to. By truly understanding your prospects' pain points, you'll establish credibility and earn their trust.”
4. Demonstrate deep industry knowledge.
Valentina Serjant, Sales Manager at Index, says, "With my experience as a sales manager, I've found that one of the most effective tactics for sales reps to increase credibility with prospects is to demonstrate deep industry knowledge.
"This doesn‘t mean simply regurgitating facts and figures. It’s more about showing that you've taken the time to understand the specific challenges and opportunities that prospects face in their industry. This could involve staying up-to-date on industry news, attending relevant conferences, or even conducting your own research.
“By demonstrating a genuine understanding of their business, sales reps can build trust and rapport with prospects, making them more likely to engage in meaningful conversations and ultimately close deals.”
5. Understand and humanize your approach.
Brandon Pindulic, President of Spacebar Ventures, says, "It is hard not to earn credibility when you truly understand the problem you‘re solving, which usually comes from putting yourself in the position of your prospects. I’ve found it‘s much easier to sell and gain credibility when you’ve done the job of the prospects you're selling to.
“In addition, you need to be human — be upfront about what your service or product is not good at or for, along with your strengths. This is better for all parties involved over the long run.”
6. Research, and share case studies.
Ahmad Nahle, Head of Sales & Marketing at Rugged Books Inc, says, "Do your homework before any interaction. Research the prospect‘s company, industry trends, and pain points. Being knowledgeable shows you’re serious and value their time. Additionally, be honest about what your product can and can't do. Overselling will backfire, but prospects appreciate candor.
"Share relevant case studies and success stories. Concrete examples of how you've helped similar companies are more powerful than generic claims. Also, listen more than you talk. Ask thoughtful questions and really understand their needs before pitching.
“Be responsive and reliable. Always do what you say you'll do, when you say you'll do it. Bring insights to the table by sharing industry knowledge or ideas they might not have considered. This positions you as a valuable resource, not just a vendor.”
7. Visualize products.
Navin Chandwani, Co-Founder of Maionic, says, "Our niche is B2B. And in B2B, credibility is a big deal. If your buyers can't trust you, they are not likely to buy from you. For my team, establishing credibility is usually earned by showcasing our capabilities, use cases, and social proofs.
"Most of our customers come from advanced MedTech and manufacturing industries. Their products are easy to sell given the price points, commitment, and stakes. When they‘re able to build credibility, it’s simpler. Given our experience, we understand the importance of being able to visualize what we're selling.
"That shared value system has enabled us to build differentiated experiences for B2B companies. To build these differentiated experiences, we look at specific areas that enable teams' targeting: customer interest, customer behavior, and customer pain points. Nailing these helps us (and our clients) set KPIs for sales reps.
"For example, one of our clients wanted to target a new audience (geographically). This meant building that credibility. We transformed their product line into virtual models with interactive hotspots, allowing customers to easily explore key features and specs. The next step was to add the intelligence of in-house experts to that experience. This supported the client's brand promise of constant support and assistance from expert teams.
“Another good layer would be combining visualization and success stories to build trust, establish credibility, and drive sales more effectively. Presenting a clear, engaging view of your product and backing it up with real-world examples will position your rep as a trusted partner, increasing their chances of closing deals.”
Your sales efforts will only go as far as your credibility will take you. Successful salespeople act as trustworthy, consultative resources for prospects — and you can‘t command trust or consult with authority if your prospect doesn’t believe you're qualified.
Obviously, this list is far from exhaustive, but if you fold these strategies into your repertoire, you'll set yourself up to be the kind of salesperson prospects put their faith in.
50 Free Sales Email Templates
Save time, find new ways to reach out to prospects, and send emails that actually convert.
- First-Touch Emails
- Follow-Up Emails
- Break-Up Emails
- ChatGPT Email Prompts
Download Free
All fields are required.
