Recently, after delivering one of my Perfect Pitch™ webinars, an attendee asked me: "How do we build credibility DURING the discovery call?"
Great question!
Truthfully, I told him, if you're waiting till the Discovery Call to create credibility, you may be too late. Before the prospect ever agreed to a meeting with you, they Googled you, and THAT is where the first impression was made. And if you haven't done the work to create a great first digital impression, you may not be able to change it during the discovery call.
But, assuming you've done the work, there are a lot of things you can do during a discovery call to build and grow your credibility and authority. So, with due respect to Stephen Covey, here are my 7 habits of highly effective presenters.
Treat the Call Like a Consultation, Not a Performance
You’re not there to perform for them or win their approval. They’ve already formed a first impression of you and your agency, so your goal is to reinforce the impression. Unless, of course, you haven’t done the work to create a great first digital impression… but that’s another post. You’re on the call or in the room, so they already assume you’re qualified to help. Your goal now is to ensure they leave the call convinced they’re right. And, of course, you want to secure a second meeting. 😊
Answer Direct Questions with Direct Answers
Even when the answer isn't in your best interests or might endanger your chances of winning the business, don’t obfuscate. I still remember a pitch to a law firm over 20 years ago. The managing partner (founder) had a few very direct questions. And honestly, the answers didn’t paint my young firm (this was my first firm, Brandmarken, not Converse Digital) in the most compelling light. But I sucked it up and gave honest answers. Later, after we’d won the business, I asked why they picked us. Without missing a beat, the managing partner said, “Because you were the only firm that answered direct questions with direct answers. Even when your answer didn’t help your cause, and that’s the kind of people I rely on for advice.” Score one for honesty.
Talk in Tweets
Succinct sells. Did you see what I did there? 🤔 Everyone struggles to state their thoughts concisely. Practice answering questions and talking about your agency using as few words as possible while maintaining clarity. Prospects will notice and in a good way. If you need help, pay attention to my buddy Jay Baer. He's a frickin Jedi Master at it. Watch his talks, his social videos, or catch him on a podcast. There are no wasted words. Everything is short, simple, and most importantly, memorable. Channel your inner Jay, and I promise you'll never struggle to build credibility with prospects.
Everything Isn’t Relevant
You may have a great example, case study, or testimonial from the prospect's industry, but unless it speaks directly to a challenge or need they've expressed, save it. Sharing it will only send the subconscious message that you see them and their challenges as a "category" rather than as a unique, individual problem that happens to be occurring within their category. Every single client I’ve ever worked for in my entire 30+ year career has thought “we’re different,” and they were right. The agency that forgets that does so at its peril.
Umm, Don't Hesitate
Practice speaking without using filler words: um, err, eh, etc. Science shows they silently destroy your credibility. Removing them makes you sound more authoritative, competent, and most importantly, confident. It’s hard. Maybe the hardest presenting trick to master. But the first step is trying. Just becoming aware of the “words between the words” will help you tune in to your own speech. Then develop an approach to help you break the habit. If you need help with that, register for one of our Perfect Pitch workshops, where we tackle this and a host of other persuasive techniques.
Invest in your Tech
If you do a lot of discovery meetings virtually, invest in a high-quality webcam, microphone, lighting, and a well-lit workspace. Pay attention to your background. Use it to build credibility. There is a reason a copy of The Invisible Sale sits on a shelf behind my desk. Ask yourself what objects you can stage to subtly create credibility and authority. And don't limit yourself to business objects. Right next to The Invisible Sale sits a picture of my family. Credibility is both personal and professionally driven. Never forget that.
Dress for Success
I'll be honest, this one is my personal pet peeve. Ever since COVID, people have become far too comfortable on Zoom calls. I know.... "get off my lawn" or "stop being a Karen Tom." But honestly, I've seen people show up wearing baseball caps, hoodies, t-shirts, and more. I get it, you're a work-from-home fan, 🙌 but this is a business meeting. Dress at or slightly above your prospect's expectations. And if you don't know their expectation, go with business casual, or better, classic business. I've never met a serious business leader who penalizes people for overdressing. But I've listened to a ton of them railing on about the agency guy who was wearing a baseball hat or the agency gal who looked like she was on her way to the gym. 🤦♂️
Credibility is Built One Interaction at a Time
Credibility is a higher form of trust and, in my opinion, the key driver of agency hiring decisions. Remember, we're selling the promise of a future outcome. Who better to hire than the agency YOU believe is most capable of delivering that outcome?
So, leave nothing to chance. Every email or text you send a prospect (or client, for that matter) either builds or detracts from your credibility. And when you level that up to a face-to-face or Zoom-to-Zoom meeting, the credibility impact is magnified. So focus on the details, the little things that subconsciously make or break your credibility-building efforts. You and your agency's growth will thank me later.
Before you go, if you're a first-time reader and liked this piece, why not consider subscribing so we can stay in touch?
Of course, you can break up at any time if you don't like what we send . Till next time. 🤘
This post was originally published on Painless Prospecting, the weekly sales and marketing blog created by the fine folks at Converse Digital. If you want to learn how to create, engage in, and convert conversations into new clients and customers, give them a call.
