11 Mistakes That Undermine Your Credibility With Buyers

Whether you’re selling a brand new product or a ‘tried and tested’ service, you need to appear credible to buyers. You need buyers to trust what you’re saying, and trust that what you’re offering will solve whatever problem they’re facing. To do this, you need to avoid these common mistakes.

Asking Basic Discovery Questions – Buyers have the freedom of choice, and they’re used to people trying to sell them a product or service. So, you can’t turn up and expect them to answer basic questions for you. Showing up and asking what their role is at the company, what they do day-to-day, what their budget is can all imply that you’re not as experienced as you say. These are all answers you should have determined beforehand; as an expert, you should know this information.

Asking Buyers What Their Problem Is – You’re selling a product or service that solves a problem for buyers, so you need to know what their pain point is before starting your sales pitch. Don’t ask buyers to self-diagnose, and don’t ask them to explain the help they need. You should know what their problem is inside out, and you should have a few unique problems that your product will solve for them on hand.

Using Filler Words – A lot of people use filler words in day-to-day conversation, but there’s no place for them in sales. Avoid using words such as ‘um,’ ‘uh’ and ‘erm’, even if you do in everyday conversation. In sales, filler words make it look like you’re uncertain or unsure, and that you’re trying to give yourself time to think. Buyers are likely to question your credibility, wondering if you actually know what you’re talking about.

Be Confident and Certain – Even if you’re trying to secure a big sale, you can’t be stumbling for answers or nervous if you want to seal the deal. This can immediately kill a sale, and it’s a huge red flag for buyers. It makes buyers think that you can’t be trusted, that you’re not confident in what you’re selling. If you’re not confident in the product and certain of its greatness, how can a buyer be?

Using ‘Quick Sell’ Techniques – When a deadline is looming, you might be tempted to get a sale as quickly as you can, using whatever means necessary. But, to be successful, you need to take sales slowly, letting them build naturally with the customer over time. You need to have patience and watch the sales grow, building a rapport along the way, rather than rushing in with ‘quick sell’ techniques.

Don’t Ghost Buyers – Ghosting is a term often used in dating, but it’s also something that often happens in sales. Don’t disconnect with buyers just because you didn’t get the sale you wanted immediately, as this will stop buyers from returning in the future. It looks unprofessional and it’s likely to make a buyer think that you don’t care about them as an individual, and you’re just desperate to make a sale. It’s better to stay in touch, regularly reminding them of who you are and what you have to offer, in case their needs change in the future or they change their mind.

Don’t Bash Competitors – It’s tempting, but don’t criticise your competitors, as this can damage your reputation and credibility. Don’t speak negatively about them and tell buyers how bad they are as a company, as this can look like you’ll say anything to get a sale. Buyers want fair, honest comparisons with competitors, so focus on what makes your product unique, rather than what makes a competitor a poor choice.

Making Up Answers – You should know your product inside out, but a buyer might stump you with a completely unique question that you’re not sure of. If you’re unsure about the answer to a question, don’t make the answer up and hope the buyer doesn’t notice. It’s better to be honest and say that you don’t know, but you’ll ask someone else. If you give an incorrect answer and the buyer realises, you could ruin your reputation. They’ll see you as more credible if you take the time to find out – which you can do either there and then, or by following up with them late – and give them accurate information.

Forget About Relationship Building – You need to take the time to build a relationship with individual buyers, rather than casting your net far and wide, happy to catch anyone. You need to show buyers that you’re interested in helping them specifically, that you can solve their specific pain points, not that you’re hoping to get anyone to take the bait.

Not Thinking About Body Language – Though successful selling does rely on what you say and do, don’t forget about body language. Things like slouching or avoiding eye contact could make a buyer feel that you don’t care about them, the sale or the product you’re selling. It could even make you appear unsure about what you’re saying, leaving buyers wondering if they can trust you. You need to be engaged, confident and present at all times.

Don’t Be Pushy – A lot of sales professionals push too hard, which can backfire. Regardless of how much you want to make a sale, don’t push and push to close the deal. This could make buyers feel pressured and send them running in the opposite direction. Even if there’s a deadline looming, make the buyer feel as though they have all the time in the world to think. Buyers want to make a decision on their own time.

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