OK, so no surprise there.

Credibility gives you permission to speak, and gives person you're speaking to permission to listen.

Regardless of whether you are in service business or you sell a hard product, everyone needs to establish their credibility, especially with prospective clients. But if you're a consultant, advisor, or coach, then it's harder for your clients to evaluate value of your advice and recommendations.

For you, credibility is everything. And if you have it, you can move quicker into a more productive discussion about issues and solutions without having to justify everything you say. You can be more relaxed. You can let your guard down a little.

With your credibility clearly established, you can be more confident to ask for business.

So far, I'm not telling you anything you didn't already know. What you might not know is what credibility really is in a business context beyond dictionary definition – how people perceive credibility and how you can establish credibility more quickly and easily.

Ask a traditional marketer what's best way to establish your credibility and he or she will tell you to list your biggest clients or describe one of your most impressive case studies. If you listen to yourself as you speak to new clients, you might hear yourself talking about your credentials as way to establish how smart you are.

It's true that your client list, successes and testimonials all play a role in credibility, but they miss mark if you hang your hat on them. Here's why. What is probably going on in head of person you're talking to is this: "Wow, that sounds great and I have no doubt that you did an excellent job for them, but my situation is different…"

Cost of Entry

Guess what? Excellent credentials, a strong client list, impressive successes with other clients – they're cost of entry simply to be considered as a possible supplier or partner. They're expected. It would be more surprising to people if you don't have them rather than fact that you do.

It doesn't even do much to differentiate you from your competition. After all, your competitors are also talking about their excellent credentials, strong client list, impressive successes. And more talk about same things, more you leave your new prospective client with a big 'so what?'

Besides, your prospect may have gotten your name from an existing client or they picked up some of your printed literature or went through your website. As a result, they've probably already checked your credentials and might even know some of your clients.

So what should you talk about to establish your credibility?

Nothing. Don't 'talk' about anything.

The absolute best thing you can do when you meet a new prospective client is to ask questions and then listen.

Remember, only thing that counts in your prospect's mind is how well you understand his or her situation. And only way you can demonstrate that is by asking questions – a lot of questions. Simple questions, pointed question, questions that rephrase what person has just told you, questions that allow you to test your hypotheses about challenges and obstacles person might be facing, leading questions, questions that hint at what you probably already know you'd recommend if your prospect were already a client.

The only thing that counts in your prospect's mind is how well you understand his or her situation.