Three Steps to Building Credibility in Every Sales Interaction

Frank Dappah
Aug 31
3 min read

How competence, reliability, and intent work together to transform ordinary sales calls, emails, and proposals into trust-building opportunities.

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Trust is not an accessory to the sales process—it is the infrastructure. Without it, even the most polished pitch collapses under scrutiny. According to Edelman’s Trust Barometer, 71% of customers say they will not buy from a company unless they trust it first. That is not a statistic that can be shrugged off.

For sales professionals, credibility is no longer a soft skill—it is the deciding factor.

Building credibility comes down to operationalizing three layers: competence, reliability, and intent. These are not abstract concepts. They are mechanics that can be engineered into every cold email, first meeting, and formal proposal.

Competence as the First Impression

When buyers size up a salesperson, their first filter is competence. Can this person actually deliver value? Harvard Business Review found that buyers trust competence more than charisma in initial interactions.

Tactically, competence can be demonstrated through:

A well-researched opener in your emails (e.g., referencing a credible industry report).
Structured presentations that show understanding of the customer’s unique pressures.
Avoiding vague claims in favor of verifiable data.

A Gartner survey shows that buyers who viewed sellers as “competent” were 2.5x more likely to move forward to a second meeting

Example Email Opener That Projects Competence:

“I noticed your team recently expanded into [specific market]. Based on McKinsey data, companies in your space are facing cost pressures in distribution. I’d like to share how others are addressing this in measurable ways.”

Reliability as the Reinforcement

Once competence is established, the next layer is reliability. Consistency in actions—meeting deadlines, keeping promises, following up when promised—cements the credibility foundation.

Reliability can be operationalized through:

Clear next steps in calls and emails.
Documented proposals that outline delivery timelines.
Tools like CRM reminders to ensure no commitments slip.

According to PwC, 32% of customers say they will leave a brand they love after just one bad experience (PwC). Reliability is not optional; it is a customer retention strategy.

Intent as the Ultimate Differentiator

Competence and reliability may win the first few innings, but intent wins the game. Buyers must believe that you are working in their best interest. As Stephen M.R. Covey wrote in The Speed of Trust:

“When trust goes up, speed goes up, and cost goes down.”

Operationalizing intent means:

Asking more questions than you answer in early meetings.
Framing proposals in terms of client gains, not your commission.
Making recommendations that may even reduce your own short-term gain but reinforce long-term trust.

Practical Tools for Sales Professionals

Trust-Building Checklist for First Meetings:

✅ Research client industry pressures in advance
✅ Prepare at least one outside data point (from Forbes)
✅ Define clear next steps before closing the meeting
✅ Confirm intent by summarizing the client’s goals in their own words

Email Openers That Project Competence:

“I read Gartner’s latest report on B2B buyer behavior and thought of your team’s recent challenges.”
“A recent Forrester study suggests firms in your sector face a 15% higher churn rate. Here’s how we’ve helped others address that.”

Just launched your new business and need resources to ace direct marketing at lower costs with higher ROI?

Check out Salesfully’s course, Mastering Sales Fundamentals for Long-Term Success, designed to help you attract new customers efficiently and affordably.

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