Episode #65: Credibility Is King In Sales

Why don’t clients trust salespeople at first?

Many clients imagine the “smooth-talking, pushy salesperson”.
So when they meet you for the first time, their default is doubt and caution.

They feel:

• “This is risky.”

• “This person wants me to change something.”

• “I don’t know if I can trust them.”

The new salesperson represents change, and most people are trained from childhood to avoid risk and change.

Mini-summary: Clients start in a defensive mindset. Your first job is to lower risk and build trust, not to sell.

A Credibility Statement is a short, clear message (about 30 seconds) that:

• Shows who you are

• Shows what value you create

• Gives proof with real results

• Opens the door to ask questions

It is your tool to move from “suspicion” to “maybe I can trust this person”.

Mini-summary: A Credibility Statement is a short, powerful way to show you are a serious, reliable business partner.

Use these 4 simple steps:

1. Start with general benefit

   • Example:

     “Dale Carnegie Training helps teams change their behavior so they can achieve better business results.”

2. Add specific proof and result

   • Example:

     “For example, we worked with a very high-end retailer and trained all their sales staff. They are now enjoying a 30% increase in sales.”

3. Connect the result to this client

   • Example:

     “Maybe we could do something similar for your team as well.”

4. Create a bridge to ask questions

   • Example (the “verbal bridge”):

     “To understand if we can really help you, would you mind if I asked a few questions about your current situation?”

Mini-summary: Follow 4 steps—benefit, proof, relevance, question bridge—to create a strong, simple Credibility Statement.

Why do I need a “verbal bridge” before asking questions?

In Japan, many buyers expect this pattern:

1. Seller comes in.

2. Seller gives a long pitch.

3. Buyer attacks the pitch to test risk and weakness.

When this happens:

• The buyer controls the meeting.

• You react and defend.

• You look less confident and less professional.

The “verbal bridge” changes the pattern. By saying:

“To help me understand if we can do that or not, would you mind if I asked a few questions?”

you:

• Ask for permission to lead the conversation

• Move smoothly into questioning

• Show you are focused on their needs, not just your product

Mini-summary: The verbal bridge gives you permission to ask questions and lets you guide the sales conversation.

Why are questions more powerful than a long pitch?

When the client says “Yes” to your request to ask questions, you can explore:

• Their current situation

• Their goals and aspirations

• What is blocking them now

• What success would mean for the company and for them personally

Without these answers:

• Your solution is just a generic pitch

• You cannot honestly show how you solve their real problems

Most salespeople talk too much about features. Top sales professionals ask better questions.

Mini-summary: Questions reveal real needs. When you know the client’s problems, you can truly position your solution as the answer.

How can I use the Credibility Statement as an elevator pitch?

Your Credibility Statement is also a great elevator pitch for:

• Networking events

• Short phone calls

• Meeting someone for the first time in the office

For a phone call, you can use the first three parts:

1. General benefit

2. Specific result

3. Connect to them

Then finish with a simple appointment question, for example:

“Are you available next Tuesday, or is Thursday better?”

Do not try to sell the full solution over the phone (unless your business is designed that way).
Your main goal is one thing: get the appointment.

Mini-summary: Use your Credibility Statement as a short, sharp elevator pitch and aim only to secure the meeting.

You can adjust the details to fit your industry, but the flow is:

“Dale Carnegie Training helps teams change their behavior so they can achieve better business results. For example, we worked with a very high-end retailer and trained all their sales staff, and they are now enjoying a 30% increase in sales. Maybe we could do something similar for your team as well. To understand if we can really help you, would you mind if I asked a few questions about your current situation?”

Practice until you can say this smoothly, with no “um” or “ah”, and within 30 seconds.

How does this help salespeople in Japan and global companies?

In 東京 (Tokyo), we work with:

• 日本企業 (Japanese companies)

• 外資系企業 (foreign or multinational companies operating in Japan)

These organizations need:

• リーダーシップ研修 (leadership training)

• 営業研修 (sales training)

• プレゼンテーション研修 (presentation training)

• エグゼクティブ・コーチング (executive coaching)

• DEI研修 (DEI training: Diversity, Equity & Inclusion)

A strong Credibility Statement supports all of these, because it:

• Builds trust quickly

• Positions you as a professional partner, not a pushy seller

• Helps you open the door to deeper sales conversations

Mini-summary: Whether you sell to Japanese or global clients in Tokyo, a clear Credibility Statement makes your first impression strong and professional.

• Clients start with doubt, especially in first meetings; your job is to lower risk and build trust.

• A Credibility Statement has 4 parts: benefit, proof, relevance, and a bridge to questions.

• Use a verbal bridge to shift from pitching to asking questions and to guide the conversation.

• Use your Credibility Statement as an elevator pitch—on the phone, focus on booking the meeting.

Founded in the U.S. in 1912, Dale Carnegie Training has supported individuals and companies worldwide for over a century in leadership, sales, presentation, executive coaching, and DEI. Our Tokyo office, established in 1963, has been empowering both 日本企業 (Japanese companies) and 外資系企業 (multinational companies in Japan) ever since.