If I tell you that I can be trusted does that make it so?
If I tell you "it" will work does that make it so?
If I tell you I have a certain experience does that make it so?
Personally I tend to err on the side of naiivety, preferring to believe what people tell me ... until I find out different.
However when I am dealing with salespeople I expect them to demonstrate credibility to me. I think that is the same with any buyer, so if you are a salesperson you MUST establish credibility, and that can ONLY be done through ACTION!
It is likely that any salesperson will be reasonably good with words, and may have a pleasant character ... but ultimately the "pretender" will be found out!
A salesperson can build credibility over time by:
(a) repeatedly making promises (no matter how small) and delivering (their own action);
(b) through references from trusted sources with whom they have ALREADY established credibility (again their own action, but elsewhere);
(c) to a certain degree, on the back of colleagues who have established credibility (someone else's action).
A salesperson is anyone trying to sell you something (including an idea) ... no matter what their title, sales person, CEO, Leader of any kind!
I meet smooth talking, seemingly capable people all the time ... not ALL live up to their self professed billing!
“Establishing trust is better than any sales technique.”