When you’re giving a sales pitch or presentation, it’s important to establish credibility right out of the gate. The audience should know you’re a promo expert and believe what you’re saying. If you’re already well-known in the promo industry, you can benefit from what’s called “perceived credibility.” 

Gary Genard, an author and speech coach, says this can give you a head start on success. However, even if that’s not the case, you can still establish credibility without sounding arrogant.

In this issue of PromoPro Daily, we share Genard’s four credibility boosters that can help you cement yourself as a knowledgeable and trustworthy promo pro. 

  1. Introduce yourself properly. Aim to be professional and friendly. For example, you can chip away at your credibility by opening with, “Hi, I’m First Name, Last Name” and then immediately jumping into your presentation. Instead, Genard says you should at least start with a “good morning/afternoon” and then say your name, title and company name.
  2. Show that you’re in control. It’s all about confidence. Pay attention to your pace, body language, vocal dynamics and how you respond to pushback. You may speak faster in sales pitches due to nerves or adrenaline, so remind yourself to slow down. Also, Genard suggests using a varied and interesting voice to bring home your message.
  3. Use lots of evidence. When you’re explaining the power of promo to someone, use everything you have at your disposal. This could be PPAI research, case studies or demonstrations. But remember, Genard says, that you also need to connect with audiences emotionally. If you want buy-in, you need to advocate for your case, not just state it blandly.
  4. Speak metaphorically. Almost anyone can read a script and deliver information. When you’re in front of your audience, you have an opportunity to be memorable and to make an impact. Audiences will find you more credible if you can use stories, comparisons, metaphors and visual imagery to light up other areas of their brains.

People can sometimes make snap judgments about whether you have what it takes to help them. When you establish yourself as a credible, honest promo expert – not a shady salesperson – you can appeal to your audience and set yourself up for productive business relationships.   

Compiled by Audrey Sellers
Source: Gary Genard is the founder and president of The Genard Method of performance-based public speaking training. He’s also an actor, author and speech coach.