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(…continued from last week)

Credibility Builder #3—What You Stand For

The third aspect is what you stand for. It’s what do you do.

For example, are you a person who is proactive or reactive? If you’re someone who thinks ahead, you put systems in place and you make plans, and people know about these plans and they work with you on them, most would then see you as being proactive. That is much more positive than if every time something happens, you’ve never considered it and you have to react from the hip. Reactiveness drops your credibility.

How do you do what you do? What do you stand for? Do you have integrity? Are you honest? Are you dependable? Do you have a sense of humor? Humor oftentimes can help out in situations.

It may not be appropriate everywhere, but a sense of humor in many situations makes a very positive difference.

Are you knowledgeable? What do you know about the situation that’s being dealt with at this time? Do you have empathy for people? How can they tell that you have empathy? Are you somebody who is there for them when they need it? Are you looking down your nose at them? All of this pertains to what do you stand for and how you do what you do. Both make a major impact on your credibility.

Credibility Builder #4—Passion & Conviction

The fourth of the four core ingredients is your level of passion and the level of conviction you have for what you do. It’s the emotional affect you express. It goes back to what was discussed by Aristotle and by Plato concerning pathos—the passion, the conviction. It is the way you express you.

You can have passion and conviction whether it’s in your sincerity, or in clowning around, this vibrancy and energy shows. The level of passion you have for your life, for your work, for the people around you, for what you are doing, the products you’re selling, for the family that you are supporting—are visible to others who encounter you.

Passion Experiment

Read the two following quotes aloud. These are two of my all time favorites, out of the thousands that I’ve collected over the years. The first is by Winston Churchill, and the second by Martin Luther King Jr. Read them each the first time in a soft, sleepy, low energy monotone. Read them the second time as if you were on stage, doing this to inspire future generations who standing before you. You have passion and energy behind the words.

Winston Churchill — “To every person there comes a time in life, that special moment when they’re figuratively tapped on the shoulder, and offered the chance to do a very special thing, unique to them and fitted to his or her talent! What a tragedy, if that moment finds them unprepared or unqualified, for the work which would be their finest hour!”

Martin Luther King Jr — “If a man is called to be a street sweeper, he should sweep streets even as Michelangelo painted, or Beethoven composed music, or Shakespeare wrote poetry! He should sweep streets so well, that all the hosts of heaven and earth will pause and say, here lived a great street sweeper who did his job well!”

Do you notice the difference? Acting from passion versus passive is a major contributor to the message you are giving. When you live, speak and move in passion—it’s catching. Inspiration happens from passion.

So, the four components of building your credibility are: #1 what others see of you, your facial expression, how you move, your clothing, everything they can see. #2 is what they hear; the tone of your voice, the rate of your speech, the words you use. #3 is what you stand for and the actions you take—your confidence, your composure, and your integrity. And #4 is your level of passion and conviction.
These four things make an absolute difference in whether people give you credibility or do not.

Emotional Affect

During a research study of professional salespeople in North America and Europe, Dr Michael Rea and Dr Rajiv Batra at Stanford University Graduate School of Business, concluded there is one factor in selling that is 3.5 times more influential in closing a sale than any other factor. That power factor is “affect”. It is emotion. When the sales person can elicit emotions that align with the product during the sales cycle, the likelihood of a sale nearly doubles!

The basis supporting this once again falls back on neuroscience and brain technology. Emotional affect enhances thought processing and the speed of brain functioning. Your emotions make your brain process faster. There are more neurons firing when emotions get engaged.

Affect convinces on a much deeper emotional level, and it does it more easily and rapidly. This again goes back to the premise that we are not thinking beings feeling, we are feeling beings that also think. Emotion sells a message.

When someone is feeling strongly about something, in their mind they are convincing themselves that this is what they should be doing, that this is the action to take. Emotion makes things remembered longer and visually creates clearer images which are more deeply retained in the mind. Also, emotion triggers a more favorable evaluation normally.

You can have negative evaluations from emotion. But if you’re feeling good and things are going well while the product is there in front of you, it gives a more favorable evaluation than a neutral one.

(to be continued…)

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