Close More Deals By Establishing Your Credibility First

According to the author a long time ago, in a galaxy far away, when he first started in business, he bought into all the myths of dealmaking. He thought you had to be an extrovert, tell jokes, wear a suit and tie and have the gift of gab. He would go into deals with his polished pitch, funny stories, and even a few gifts—and leave empty-handed. Meanwhile, he watched as people who were less polished, glib or funny walk away with the deal. What were they doing that he wasn’t doing?

It wasn’t until he became a talent agent and media lawyer that he fully understood their magic method. As an attorney, litigation manager, and general counsel, he sat in on a lot of depositions. He noticed how all the expert witnesses established their credibility at the beginning or when they gave an opinion. They would talk about their education, experience, and expertise. As in how they were trained, how long they worked in their job and what they specialized in.  Then it hit him. That’s what he need to do in his business deals: Establish credibility using the three Es: education, experience, and expertise. This is what Robert Cialdini, the bestselling author of Influence (Harper Business, 2006), calls credentialing. 

Here is how you can establish your three Es–education, experience, and expertis–to set yourself up to win a deal. When people trust you, you’re halfway to closing. When it comes to highlighting your credentials, be sure you show it, say it, and publish it.

1. Education.  Your education is your training in your field, whether it’s a university degree or a course certificate. If you ever went to a doctor’s or lawyer’s office, you’ll notice they display their diplomas on the wall. It’s not just because they are proud of their school; it’s also because they want to convince their patients that they are trained doctors. You can do the same in your office if you meet clients face-to-face or post them strategically in the background of your video conference calls.  Bring your training into the conversation when talking with a client.
2. Experience.  Your experience includes what you have done and how long you have done it. Who do you trust more? A business that just got started or has been around for twenty years? That’s why businesses post the year they were founded. You see things like “Established in 1970” or “Trusted by Santa Barbara for over 25 Years.”  During conversation, you can casually introduce your experience. “In my 20 years of sales, I believe that …” Another way is to publish it on your website. There you can list the clients you have worked with and say how long you have been working in your field.
3. Expertise.  Expertise includes your specialization and your thought leadership. People tend to trust specialists more than generalists. For example, your company is not just a technology company; it’s a generative AI company. Or you’re not just another social media marketer; you’re a social media marketer with a bestselling book on social media marketing.