Week #30 — Credibility: Weakness Into A Strength

When I polled respondents to see which one of the Five Cs they thought was most important, 44 percent said credibility. And interestingly, despite its importance, respondents felt it was established only 11.4 percent of the time. Why the dismal rating? It’s harder to gain credibility nowadays than it ever was in the past. Most consumers are fairly sophisticated and have grown cynical with all the exaggerated and unsubstantiated hype that is thrown at them. Trust builds with dependability. Do you have a track record? Are you a person of your word? When you make an appointment, are you there on time? When you commit to doing something for someone, does it get done as promised?