Every Boston sports fan knows that establishing credibility is key to building trust. With the city’s four major league franchises amassing 12 championships since 2000, expectations across the city and across sports are higher than ever — and teams continue to deliver.
The bad times — the Red Sox’ run of six managers in just over a decade, the Patriots going 19 for 80 over four seasons, the Celtics’ 67 loss season and the Bruins missing the playoffs — all feel like ancient history, and a pattern of excellence has fans buying in year after year.
While local tech professionals may not be hoisting a Lombardi Trophy or Stanley Cup, they can take a lesson from the likes of Jayson Tatum and David Ortiz: Demonstrating value is more important than any sales pitch.
According to Enterprise Account Manager Courtney Kinderman at Immersive Labs, customer relationships grow from this same foundation of credibility. “Try to build value by showing, not telling, and guide prospects to see your vision,” she said.
Akeneo’s Director of Sales Greg Vasami agreed. “Positioning yourself as a strategic advisor and a partner and not just a salesperson will quickly help you build credibility with the prospect.”
Built In Boston heard from Kinderman, Vasami, Mention Me Sales Director Ellis Turnell and WHOOP Account Executive Justin Gombotz about how their teams are establishing themselves as top competitors building a fanbase in Boston’s tech scene.
WHOOP’s wearable device and performance data platform serve the company’s mission of helping users reach their goals and understand their bodies and lives more deeply.
What should B2B tech sales professionals do when establishing credibility with potential customers who aren’t familiar with your company?
Credibility is built on a foundation of trust, and that trust is earned through cultivating an authentic connection with potential customers. When first speaking to a prospective customer, I try to take my WHOOP hat off and instead choose to focus on both their goals and the problems they are trying to solve — and more importantly, who they are as a person. Establishing this level of rapport early on can help prospective customers view sales professionals as human beings representing a company’s mission, rather than as sales reps simply looking to sell something.
Establishing this level of rapport can help prospective customers view sales professionals as human beings representing a company’s mission rather than sales reps simply looking to sell something.”
Additionally, sharing objective data about your product or company at the right time goes a long way. Beyond sharing case studies, company involvement in research or relevant industry events can be great ways to highlight the company’s leadership in areas and topics that are important to potential customers. At WHOOP, much of what we do is grounded in research. I always look forward to sharing publicly available research we have been involved in that highlights the work we are doing to advance our mission of unlocking human performance.
What should be avoided when establishing credibility with potential customers?
Templated emails with zero personalized communication is a big misstep when it comes to building trust and credibility with prospective customers. Many of us have been on the receiving end of impersonal emails and can spot them from a mile away. This type of communication leaves prospective customers feeling like they are just a number in a transactional relationship. Spending the extra time to send hyper-personalized emails throughout a sales cycle is crucial in building and maintaining trust and credibility.
Relatedly, sharing case studies just to share them can often do more harm than good. I have definitely made this mistake, and it often leaves prospective customers with more questions than answers. For instance, sharing a case study that shows the ROI of your company’s new search engine optimization tool when a prospective customer is interested in social advertising management will leave them feeling as if they have not been heard and wondering if you can actually help solve their specific problems.
Are there any key signs you look for to determine if you need to further establish credibility with a customer?
It may sound silly, but if I am on a texting or calling basis with a customer, it is a very good indication that a strong level of trust and credibility has been built. To me, this signifies that we have moved past transactional communication and are now working together in a human-to-human way.
Mention Me is a marketing tech platform helping brands to optimize powerful customer advocacy strategies.
What should B2B tech sales professionals do when establishing credibility with potential customers who aren’t familiar with your company?
In every interaction with a prospect, you are building credibility, and impressing them with the way that you carry yourself during those interactions will give credibility to your company by extension. That doesn’t mean turning up to every meeting in a full suit and tie!
Follow the golden rule. Put yourself in their shoes and do what is right by them. You will build credibility and trust that will pay dividends in the long run.
And do what you say you’re going to do.
The reality is that your company won’t always be the most suitable fit to solve their pain points, so increase your odds of success by focusing on the things that you can control.
In addition to the above, lean on relevant tech and agency partners where possible. You can borrow their credibility assuming that they have a good existing relationship with the prospect.
What should be avoided when establishing credibility with potential customers?
I avoid lazy discovery. Prospects are fed up with the routine of being asked the same questions and who can blame them? Do some research, and plan thoughtful questions that will force them to think — and then genuinely listen. Reference their responses in context at the right time. Prove that you hear what they are saying.
Avoid lazy discovery. Do some research, and plan thoughtful questions that will force them to think — and then genuinely listen.”
Don’t guess a response if you don’t know the answer. Prospects can sense it a mile off! You run the risk of completely losing the credibility you worked so hard to build up in the first place. You are much better being honest and getting the facts to them later.
Also, don’t fake it if your company can’t do something that they’re asking for. Take a second to understand where the thing ranks in importance. Ask “what” questions rather than “why” questions, like, “Can you help me understand what it is that makes x important to you?” You may find out that it’s not important at all. On the flipside, if it’s of paramount importance, then at least you have a more realistic gauge on where you stand.
And lastly, don’t feel compelled to list off absolutely every single thing that your company can do. Home in on what is most relevant to the prospect based on your discovery. Address the big pain point and the wider value add can come later once the momentum is there.
Are there any key signs you look for to determine if you need to further establish credibility with a customer?
If they are asking for short-term trials or opt-outs and are unwilling to budge. If they want to “think about it” without showing willingness to plan next steps. If they are unwilling to loop a wider team in for future meetings.
These could also be indicative of other issues aside from lack of credibility but are all tell-tale signs of doubt in the prospect’s mind regardless.
Immersive Labs helps organizations build cybersecurity resilience across teams.
What should B2B tech sales professionals do when establishing credibility with potential customers who aren’t familiar with your company?
When approaching a prospect who is unfamiliar with Immersive Labs, I get quite excited. This conversation gives me the rare opportunity to paint the picture of Immersive Labs’ vision and mission. Instead of basing this picture directly off the corporate mantra, I can share exactly what I find so exciting about Immersive Labs and why I chose to work here. Building on context from discovery with the prospect, I try to home in on relevant, interesting points that we both identify and connect with.
I always strive to have a level of openness and vulnerability with my prospects. I hope to build a strong rapport. Trust is a two way street — it’s crucial to always lead with integrity and honesty.
Trust is a two-way street — it’s crucial to always lead with integrity and honesty.”
What should be avoided when establishing credibility with potential customers?
Don’t try to be the smartest person in the room. I make a point to not correct people, regardless of what I think. Some prospects may know their pain point right away, and others may not see it until months into the sales cycle. I can go on and on about how great Immersive Labs is, but that doesn’t show an individual how I can specifically help them and their team. Our goal is to help people improve — to upskill and build cyber resilience on an individual and on an organizational level. Let people see firsthand how you can help them.
Are there any key signs you look for to determine if you need to further establish credibility with a customer?
Focus on the rapport and cadence of the conversation. If someone does not feel comfortable shooting you a casual email or text, it’s likely you have not established the level of trust necessary to get a large deal done. Trust is built slowly, and open communication is an essential component to build that foundation.
Akeneo helps retailers and brands improve their product experience management.
What should B2B tech sales professionals do when establishing credibility with potential customers who aren't familiar with your company?
There are a few ways to establish credibility with prospects in the early stages of conversations. Chances are high they have already done some preliminary research and have seen the big logos on your website before your first interaction, so before you start to pitch anything, start the conversation by asking the right questions to establish that you understand the complexity of their business, the challenges they face in the current market and the real impact of those challenges on the business.
Second, learn to storytell. The ability to captivate your audience with a compelling story of how you have helped solve the exact challenges your prospect is facing — intricately weaving in customer success stories that are pertinent as well as your key value propositions — will help establish credibility and have the prospect leaning in for more.
Finally, humanize yourself. Establishing credibility can be as simple as showing you are a real person.
Establishing credibility can be as simple as showing you are a real person.”
What should be avoided when establishing credibility with potential customers?
When looking to establish credibility, the number one “don’t,” is to “feature drop” everything about what your company has to offer. Instead of leading with the sale and telling the prospect about all of the latest and greatest your platform or service has, take the time to listen, learn and establish credibility by developing a holistic strategy and partnership approach. Leading with the sale first will put your prospect's “sales wall” up and doesn’t help you uniquely position your offering to meet their specific needs and challenges.
Are there any key signs you look for to determine if you need to further establish credibility with a customer?
There are absolutely signs that the sales relationship is still superficial, and you have not yet done enough to establish credibility with your prospect. I look for the types of questions I am being asked by the prospect: Are they very surface level and more focused on features, functionality and pricing? Or are they deeper, more provocative questions around strategy, where your product would fit within or even help to redefine their ecosystem, the market and industry landscape at large? If the former, they still don’t believe you are credible and they don’t view you as an advisor — and you have work to do.
