There is No Change Without Credibility
By Kelly Riggs | Sales + Leadership
A strange, but true, fact in selling is that customers will often tolerate less-than-ideal performance from an entrenched competitor simply because of the hassles associated with changing suppliers. Make no mistake, most people do not like change. In fact, until a prospect is convinced that the benefits of making a change outweighs the problems associated with it, a sale will almost never happen. The critical aspect of convincing a prospect to change hinges upon your ability to build credibility. Without credibility, trust will not follow, and a prospect will not even remotely consider a change until and unless they trust you.
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