We live in an age of mistrust. Consider, for instance, the results of a Persuasion Institute study that monitored persuasive situations and then asked both audience and persuader whether trust had been established. In it, just 12 percent of audience members said they trusted the persuaders while 88 percent of persuaders felt they’d established trust with their audience. The message: "Don’t take for granted that trust exists," warns Kurt Mortensen, a Provo, Utah-based authority on persuasion, motivation, and influence and author of Persuasion IQ (AMACOM, 2008). Mortensen, who founded the Persuasion Institute, says it is safer to assume your prospects "lump you in with the rest of the world that they don’t trust."

That’s all very well, but trust is a critical ingredient in sales; no one buys from a sales rep they don’t trust. So how do you establish trust in a world of skeptics? Start by focusing on your credibility. Of the five elements which are essential to building genuine trust (character, competence, confidence, credibility, and congruence), a Persuasion Institute poll found 44 percent of respondents said credibility was most important – yet it was established only 11.4 percent of the time. Most reps already know the basics of establishing credibility – looking polished and professional, maintaining eye contact, being prepared every time. Here are five more ways you can establish credibility, enabling you to take a giant step forward in establishing trust.

1. Admit weakness. Nothing’s perfect. Prospects know your company and your product are weak in some areas. You boost your credibility when you admit to those weaknesses rather than trying to sweep them under the table. Even better: turn a perceived weakness into a desired benefit. For instance, if your software doesn’t have all the bells and whistles of a competing product, point it out. Then point out how the simplicity of your product boosts usage and data entry accuracy.
2. Borrow credibility. When your prospect doesn’t know you or you believe your credibility with them is low, borrow the credibility of another to boost your own. Ask yourself: who could endorse or recommend you? Who has credibility with your prospect and would be willing to call and introduce you? What relevant testimonials can you share that would boost your credibility?
3. Stay positive. When you bad-mouth the competition, your credibility heads south faster than you can say "no sale." It’s just like your mom always told you: talking badly about someone else does not make you look better. In fact, it has the opposite effect. Sure, there are some instances where a prospect legitimately needs to be warned about the competition; in these cases, provide ways for the prospect to discover the problem for themselves, says Mortensen.
4. Subtly reveal qualifications. If you have expertise, education, experience, or other qualifications that make you an expert in an area, find ways to reveal it without coming across as a braggart or conveying a sense of superiority to your prospect. When audiences accept you as an expert, says Mortensen, you’ll have their undivided attention.
5. Stay calm. Have you ever seen a highly successful CEO or lawyer rushed and flustered? No way. They are always composed, even in the middle of a crisis. Likewise, sales professionals who stay calm and poised come across as highly competent and credible. So no matter how flustered you feel, never let anyone see it.

For more ideas on credibility and persuasion, visit www.persuasioninstitute.com.