Credibility vs. Knowledge

In the quest for building credibility with customers, many growth professionals believe that demonstrating their knowledge and expertise is the requirement.  Those who believe this  spend a great deal of time telling their customers all they know about their business, their industry, and their product.  Simply showing off your knowledge and expertise does not build credibility.  In most cases, it likely impedes that effort.

Building credibility has nothing to do with showing off how knowledgeable you are.  Building credibility is about using your knowledge and experience as a backdrop for learning what your customers want, need, and experience.  The fact you are in their office implies you are a capable professional.  The best way to build credibility is to ask great questions, probe for a better understanding, and demonstrate by your short comments and probing questions you know exactly what your customers are sharing and experiencing.

Showing off only demonstrates your immense ego or your insecurity as it relates to your skills, background, and experience.  After all, if you knew your stuff, would you have to prove it?  No one is asking you to prove it.  They often assume your abilities and observe how effectively you use that knowledge to help them.

You cannot learn how you can help them, until you learn what they need and know.  Using your expertise to effectively gather and collect this information from your customers demonstrates you understand and you know what you are doing.  Do that well and you will have established the credibility necessary to forge a strong business relationship.