How Salespeople Can Create Immediate Believability And Credibility

It pays to be specific. I believe that statement is true. If it is true, why do so many salespeople pepper their sales presentations with phrases of generalities? There are two primary reasons. One is habit and the other is instinct.

So many people in and out of sales speak in generalities. It's really hard to pin them down for the details. If speaking in generalities comes so naturally to so many people - it has to be instinctive. In sales it's tempting to impress new and prospective customers. One of the ways salespeople do this is with their product and service presentations.

These presentations often include references to the following:

=> How many products are in your product line?
=> How many years your company has been in business?
=> How many customers you have worked with.
=> How much of your business is repeat business?
=> How much of a discount you're planning to offer to get the business?
=> How much your product improves productivity?
=> How much your product reduces the cost of doing something?

When the time is right to begin talking about your products you'd be a fool not talk about these things. But for some inexplicable reason salespeople usually follow a similar path. Let's review this list and see how salespeople tend to use all of the above during a sales presentation.

=> We have over 20,000 products in our product line.
=> Our Company has been in business more than 30 years.
=> Our customer database includes more than 30,000 customers.
=> Last year more than 50% of our business came from existing customers.
=> Because of the quantity you're buying I'm delighted to offer you a 20% discount.
=> Our product will improve your department's productivity at least 20%.
=> Our product will reduce the operating costs for this project by more than 10%.

Do you notice what all these statements have in common? All of the numbers cited end in a zero. Zeros seldom add credibility. In fact, they detract from it. Salespeople tend to feel more secure when they're not pinned down by the specifics. Generalities make you feel good, but they don't make you sound good.

It takes a great deal of self-discipline and determination to speak with any degree of specificity. Here's an example that has repeated itself many times.Whenever I conduct an on-site sales training program (usually one-half day) I always provide the decision-maker, because he's usually the one who introduces me, with a prepared introduction. It's exactly what I want him to say and it also takes the pressure off him to improvise something at the last minute.

The last three lines of my introduction are:
-- He has worked with 458 different organizations.
-- Last year 68% of his business was repeat business.
-- Jim Meisenheimer, Inc. has achieved 16 consecutive years of increased sales and profitability.

All the introducer has to do is read the introduction.Here's how the last three lines are often delivered. He has worked with over 400 different organizations. Last year more than 60% of his business was repeat business.
Jim Meisenheimer, Inc. has increased sales every year he's been in business.

Ironically, even with a written script the generalities come bubbling to the surface. Let's try it one more time and see if you can sense the difference.

=> We have 21,973 products in our product line as of July 1st.
=> Our Company has been in business 33 years.
=> Our customer database includes 32,877 customers.
=> Last year 57.5% of our business came from existing customers.
=> Because of the quantity you're buying I'm delighted to offer you a savings of $785.34.
=> Our product improved ABC Customer's productivity by 23.6%.
=> Our product reduced the operating costs for XYZ by 12.7%.

Okay, let's wrap it up. Think about these five questions.

1. Do you want to get someone's attention?
2. Do you want to create the impression that you've done your homework?
3. Do you want to build credibility throughout your sales presentation?
4. Do you want to differentiate yourself from your competition?
5. Do you want to increase your sales?

You can do all of these things and more if you trade-in your generalities for more specifics. Specifics are more credible and believable than generalities.

Simply stated, you'll become more believable and credible as soon as you become more specific.

Jim Meisenheimer is the creator of No-Brainer Sales Training. His sales techniques and selling skills focus on practical ideas that get immediate results. You can discover all his secrets by contacting him at (800) 266-1268 or by visiting his website:

3 Ways To Overcome Pricing Challenges

How many times have you had a customer say to you; I've been shopping around... Read More

Dramatically Increase Sales With The KISS Test

We've all heard the term KISS at one time or another - "Keep It Simple,... Read More

The ?Finding Common Ground? Sales Technique, Is A Myth!

Almost every book, manual, workshop or tape series teaching selling skills, will at one point... Read More

When The Clock Strikes Twelve!

I just finished reading another sales copy ending with the Deadline Marketing!And it's the sixth... Read More

How To Write Sales Letters That Deliver

Tired of sending out sales letters that generate anemic response? You could blame your list,... Read More

How to Build Rapport in 7 Seconds!

I had my first official sales training by a man who believed in being very... Read More

Sales Language: Whats Wrong with But?

Language is one of the most important tools you have to influence someone. The most... Read More

Anticipating the Audiences Reaction

Obviously, you can not know all of the things that will set off an individual... Read More

3 Steps to Immediately Improve Sales

Want to increase sales within your company? It's not as hard to do as some... Read More

Eliminating Objections to Increase Sales

You want to increase the flow of sales revenue, but you are stymied by prospects'... Read More

How To Stop Chasing Prospects Forever!

Perhaps the biggest challenge faced by salespeople is the problem of chasing prospects. In this... Read More

7 Sales Skills to Improve On

The following 7 sales skills are what I have found to be the most important... Read More

7 Ways to Cut Loose from Old Sales Thinking

Sooner or later, we all backslide into old ways of thinking about selling that lead... Read More

Nine Competencies of the Complete Sales Professional

Have you ever tried to explain to someone what you actually do as part of... Read More

4 Easy Ways to Boost Your Sales

Here are 4 easy ways you can boost your sales for little or no new... Read More

Its All in the Questions

Contrary to many of the books on how to be an effective... Read More

Marketing Vs. Sales

Marketing and sales co-exist and work in tandem beautifully if they are allowed to remain... Read More

Quick Tips On Handling Rejection

Looking for a way to handle rejection?Edward W. Smith, motivational speaker, author and TV show... Read More

Are You Deaf? Dumb? Blind at Trade Shows?

I'm constantly amazed how otherwise smart marketeers become deaf, dumb and blind at a show.... Read More

You CAN Be a Great Salesperson!

When you are in sales, you have the choice to be successful or unsuccessful. The... Read More

Successful Selling in 21 Steps

1. Dependability was chosen as the most important.2. Integrity was next. With this trait the... Read More

Want to Make More Money? Fish in a Bigger Pond!

Setting prices is a dilemma most service business owners encounter at one time or another.... Read More

In Sales The Biggest Rolodex Wins

How many names do you have in your business Rolodex? ______ If you respond the... Read More

Prospecting: Not A Wild Goose Chase... Its A HUNT

Prospecting for future customers can be fun if you approach it the right way. It... Read More

Shout At Your Customers - Theyre Hard of Hearing!

Some people say we live in the Information Age.I call it the Distraction Age.My new... Read More

Woo the Buyers Limbic Mind or All Your Sales Efforts are Wasted

If you've driven yourself crazy trying to figure out why so many customers get away,... Read More

How To Go Perpendicular In Your Sales Territory

First and foremost are you thinking Strategically? "Do you have what it takes to do... Read More

The First Step to Stress-Free Selling (TM)

Step 1: Get Ready - Create a foundation you can build on. This step involves... Read More

Mortgage Leads Are Like a Box of Chocolates

Mortgage leads are like a box of chocolates, you never know what you're going to... Read More

In Sales - Heres News You Can Use

Here's an idea on how to make reading the daily newspaper a source for new... Read More

Sales Tips from Sales Masters

Dogs are great teachers of how to sell easier and better. And if you think... Read More

Knowledge is Power in Auto Detailing Sales

The most important thing for an auto detailer to do is to gain expert industry... Read More

5 Steps to Selling Anything Technical

One of the most difficult things we deal with as tech companies is trying to... Read More

8 Must Questions to Ask in Every Sales Situation

Solving people's and organization's problems is ultimately what business is all about. Effective selling involves... Read More

How Salespeople Can Create Immediate Believability And Credibility

It pays to be specific. I believe that statement is true. If it is true,... Read More

How To Get Clients To Take Immediate Action

Are you tired of excuses? Looking for a persuasion technique to get people to take... Read More

Sales and the City

It's all about relationships!Here is how a popular TV show looks at it:In a city... Read More

Peak Performance

One of the best books I have ever read is a 1986... Read More

Quiz: What Kind of Sales Shoe Are You?

Have you ever wondered what type of saleswoman you are? It doesn't matter if you... Read More

Seven Keys To Closing More Sales During The Second Half Of 2006

It's not too early to start planning for the sales results you want at the... Read More

How to Build a Repeat Client Base in Automobile Sales

Here is a question I recently received from a young automobile salesperson:"I'm a sales rep... Read More

The Truth About Sale Success!

Bill Brooks of The Brooks Group wrote an article several years ago about his organization's... Read More

Increasing Your Sales FASTER -- Dealing with Ill Think It Over.

Do you frequently hear that from a prospect?"I'll Think It Over."What does this mean? It... Read More

Increase Your Influence, Increase Your Sales

Selling is everyone's lifeblood whether they realize it or not. We all sell in the... Read More

Get More Clients Now!

Although David has been a graphic designer for a decade, he's only been a business... Read More

Maximize Sales and Minimize Returns with Learning Styles

In the day-to-day operation of an online business we can sometimes lose sight of what... Read More

Are You Missing Out On Sales Through Fear of Pain? Improve the Persuasive Power of Your Words!

Education plus Motivation is a powerful formula. But how do you ensure the motivation level... Read More

Cutting Through Stalls and Objections

It's the prospect. If stalls and objections frequently come up in your sales calls, it's... Read More

Order Takers vs. Sales Professionals

As business owners we all know that in a ideal world prospects would just pick... Read More

Putting Benefits Before Features

Having spent so many years in retail, I always enjoy being on the listening end... Read More