Being credible throughout the pitch is actually the most subtle and emancipating way of control. The moment you have naturally established your trustworthiness, your prospects then tag you as human who still could be wrong but whom they will still choose to believe and have faith in because you are an expert adviser in the matter discussed.
Credibility isn’t just something you have to bear at the start. It is something being sustained through pre, intra and yes, even in post sales pitch junctures.
1. THE EXTERNALS (Pre-Pitch). On the first 3 seconds our eyes behold to a subject, we subconsciously and superficially infer about it. Thus, closers invest on how to be a subject of credibility on this prelude. These are all externals. You can’t show off your product expertise or your professional vita yet. Those seconds seem like a skimming machine from how fixed your hairstyle to how polished your shoes, from how engaging your scent to how tidy your shirt. These are precursors for closers to have a credible image on their prospects’ pre-pitch mind. Eye contact is also an imperative here as credibility could be equated to sincerity. Just remember not to be TOO flamboyantly clad and not to be TOO friendly.
2. I HAVE THE BEST JOB! (Pre-Pitch). Start with positivity but with less laughter yet. Reserve your loud laughs later when you have already a new friend in them. As you start the warm up conversation yet, let them see you as a happy-with-your-job human. Which means you are enthusiastic with your job, satisfied and earning. This builds both the company’s and your credibility. That kind of aura is even reflective. It reflects that you are not prejudice but rather passionate to every meeting you have as you have been doing this for long as your tenure (seniors) or deliberately choose this job which you simply love (for novices). You are confident with the help your product could give and assertive that everyone you meet would fear losing the offer you’re about to give. This also subconsciously dictates them that you aren’t and will never be a pushy sales person along the pitch.
3. GIVE BULLETS OF THE PITCH SEQUENCE (Pre-Pitch). Aside from it makes them relaxed being briefed with the sequence, this also draws to your guest’s mind that you know what you’ll be doing and that there precious time wont be wasted with a beating around the bush, sugar coated talk. Everyone gets turned on to someone who knows what he’s doing. Be tactful yet authoritative. Be laconic, audible and shake their hands as a ritual of submission to your set presentation.
4. BEFRIEND THEIR PROBLEM (Pre-Pitch). Avoid premature pitch. Be compassionate first on knowing their problem. This is where more of your time should be spent. Prospects perceive closers as credible when we take time knowing the anatomy of their problem (which our offer could give a solution to). This has a synergistic effect with the next number. Never pitch when you aren’t certain what is it in their status that they wanted to alter. Just before you start the offer, set their mind that they need to do something now (urgency) to finally change what they don’t want. Let them feel the discomfort first then instantly gratify now the relief on your dynamic pitch.
5. BE A MATCHMAKER (Intra-Pitch). Profiling (their problem) shall take more time than matching (the solution) but this doesn’t mean you’ll pitch swiftly. Match the pitch as the solution to the identified problem. It should be a suave story selling show where you device the names of the previous guests who had same problem with them and are now enjoying the solutions you are letting them drool over. You are an advocate here of the solution that they are already convinced they need. The prospect’s ideology by now is, since you have both dealt already with their problem, this gives you the credibility to advise them what to do with it. They have given credits to your effort of exploring their real need and your knowledge of the root of such need that authorizes you to be an aside-from-them solution identifier – That is now the synergy. Dramatize such synergy with articulation of logical, emotional and kinesthetic involvement of the product’s benefits so your pitch will turnout to be entertaining, impressive and compelling.
6. ASK FOR THE SALE (Intra-Pitch). As you effectively let them feel that your offer is the perfect and timely solution of their perceived problem, asking the sale is not an issue anymore. By now, your concern is the closing dynamics. Be certain that you had sold the solutions to them and have taught them how to apply it. They should be willing to apply it. Paying for the offer should appear as their first step on the methodology of the solution. Seems like it is the start of the return demonstration of the steps you have credibly involved them during the pitch. The ultimate handshake should be preceded with sets of trial closes whenever you felt there buying symptoms along the pitch – that’s timing. As you wait for their confirmation, be relaxed. Pause for their reaction. Show up a casually passive yet assertive aura. Engulf them in an engaging vibe. This would have a not so straightforward effect whenever they will say “yes” or “tell me more so I’ll say yes”. Note that, an overwhelming happiness to their “yes” or an intimidating reaction from their “tell me more so I’ll say yes” could kiss your sale bye bye.
7. DON’T BE TOO BLOWN AWAY BY THE “YES” (Post-Pitch). As they say yes, you’ll simply shake their hands and recognize their educated choice. Be organize as you proceed on filling out the paperwork. Be vigilant with the accuracy of the items filled. Resume to casual talks and don’t discuss about the benefits anymore. Be prepared and eloquent in answering questions about the paying details. Ask for the payment tactfully. Suppress the symptoms of pride yet and behave like this is what you have expected and that the guest’s purchase is a ritual of being thankful of you doing them a favor for a more comfortable living with the purchased offer. Documents should be neat. Along with their copy, provide your contact details and time availability. Set a reminder to send them a message the morning after. This is the start of the post sales etiquette. Then, ask for referrals.
As we deal the how of being “casually” or “naturally” credible, it would be helpful to posses it even when you’re away from your sales table. I have known few master closers who have trained this behavior in their day to day interaction like everyone’s their prospect. It is on this practice which your emotions and thinking are honing you to be organically trustworthy. After all, when your closing techniques are being client specific at times, your credibility will never be conditional.
Your credibility will be your subtle trading tool.