The problem: Our solution is new compared to our competitors. So providing reference sites and credibility is quite difficult. This has been the main reason I haven’t been able to get the order.

Credibility and TRUST are critical to being effective in modern day selling. During Selling With Confidence we explore specific ways you can help accelerate the development of trust.

In this situation it is necessary to be clear on your objective. What do you want to achieve?

Trying to win new business at full prices for a new and (possibly) unproven service is a very challenging objective.

I suggest it might be helpful to focus on winning over a prospect on the basis of being a trial customer – full service at reduced rates.

Really, you need to get some runs on the board to be able to prove the credibility and expertise.

Other ways of establishing credibility would be to:

• Get statements from respected industry personalities about the quality of the product or service.
• Highlight specific aspects of the development of the service, or special technology or procedures incorporated in the service.
• Leverage the credibility of the parent company.
• Leverage the credibility of the founders, or senior management team.
• Present facts discovered during the research and development phase that confirms you ‘know your stuff’ and transfers trust to the new service/solution.

No matter which strategy you take, it is necessary to build trust at a personal level with appropriate personal contact and information that supports your market position. This may take some time to achieve.