Some call it the elevator pitch. Some call it the personal introduction. At Silver Bullet Selling we call it the Credibility Statement. No matter what you call it, when it’s done well it establishes credibility and opens doors and opportunities.
In commerce, trade the Credibility Statement is as fundamental as a commerce, trade card. You need to be able to say who you are, what you enact and how people benefit from what you enact in as puny as 90 seconds. As we discussed in a preceding article, the Agenda Statement is a much way to start a assembly with a prospect or client. This 45-moment piece of magic lets your prospect/client know the purpose of the assembly and what you’re going to cover.
When you follow your Agenda Statement with a concise and crisp Credibility Statement, it’s like delivering a 1-2 punch to the way your prospect/client perceives you. Remember that people enact commerce, trade with people they like and trust, and how you are perceived often determines whether you’ll bag the deal or not.
The Credibility Statement can relieve you lower buying resistance and communicate that you are a competent and successful professional. Positive Effects of a Credibility Statement: It will position you as a unique and highly competent expert It will communicate how clients benefit from your product or service It will convey your value It will let the prospect know you contain worked with businesses like theirs before
There are four parts to the Credibility Statement: 1.My Company and Me 2.Typical Client 3.Success myth 4.Transition to Discovery
My Company and Me
Open the Credibility Statement with a feature-filled introduction of your company and yourself. When I say “feature-filled” I mean a paragraph with 7-8 sentences that speak to: Your company’s history Your company’s niche or area of specialization 2 or 3 features approximately your company Your relevant experience
Here’s an example introduction from the financial services world:
Mike I am not certain how much you may know approximately Cedar National Bank. Actually CNB was founded by a small group of entrepreneurs in 1954 and has grown into a premier private and commerce, trade bank. We are now the moment largest independent bank based in the state with assets exceeding $16 billion and we are the only bank in the eastern United States that has been recognized by the Greenwich Associates with six awards for Excellence in commerce, trade Banking. We contain over 65 branches in the tri-state area. I’ve been in banking for 20 years, and I contain spent the final 7 of those years with Cedar National Bank working with food manufacturing companies in the Hudson Valley.
You want to follow up your introduction with a description of your typical client. Your description should resemble the prospect or client you are speaking to. Doing so will build credibility because it will give your client/prospect confidence that you contain worked with clients like him before.
Example typical client: I typically work with large agribusiness companies who want to execute a long-term growth strategy. And I generally,normally bank the company itself and then the key executive officers too.
During your Credibility Statement you want to share a success myth that illustrates how one of your clients recently benefited from working with you. There are three parts to telling a compelling success myth:
Issue: relate the issue in a couple of sentences. Resolution: justify how you helped your client resolve the issue. Benefit: justify briefly how your client benefited from the resolution.
Example Success myth: For example, recently we were able to supply a $5.5 million commerce, trade loan to a frozen foods company so they could modernize their flash freezing equipment and add on 10,000 square feet to their production facility. Of course, we also welcomed the opportunity to work with the commerce, trade owner on reaching personal financial goals as well, and we were able to supply a creative financial solution to relieve him finance a vacation domestic in Lake Placid.
Transition to Discovery
The final piece of your Credibility Statement is transitioning into the Discovery Step. We transition by seeking permission to request questions. Like with the Transition in the Agenda Statement, we wait for our prospect/client to say “Yes” before moving on.
Example Transition to Discovery: Now that you know a puny approximately Cedar National and me, may I request you a few questions (Wait for a yes!)
The Credibility Statement is a powerful tool you can expend to quickly create a much impression in many situations. For example, just final week I used my credibility statement on my flight to Mexico City when my neighboring passenger asked me what I enact for a living. How many more situations can you mediate of?