Ingredient: Professional Credibility

If you find that prospects tend to ask a lot of questions about your background and experience, increasing your professional credibility may help to make the sale go through. Using the marketing strategies of public speaking and writing and publicity are one way to do this. Networking or volunteering in a professional association (yours or the prospect’s) is another. Referral-building activities focused on prominent center-of-influence people is a third.

Take a hard look at your credentials: work experience, formal education, speaking and publication credits, professional affiliations, and visible achievements. Based on what you see, would you hire yourself? Without a strong recommendation, prospects may be hesitant to do business with you if your credentials are light.

If it’s experience you lack, consider donating your professional services to a community organization. If it’s education, it might be time to earn a certificate in your specialty or take some more classes. Find other opportunities to add to your list of accomplishments and affiliations. Teach a class, record an audio or video tutorial, organize a community or professional event, enter a contest, or seek out an award.

Then make sure you broadcast your credentials in all your marketing efforts. Cite the key accomplishments that make you credible in your Web copy, social media profiles, marketing materials, article bylines, or advertisements. Mention them in social media posts, or when you speak or host a promotional event. It won’t help you to acquire more credentials if people don’t know about them.