How Small or Lesser-Known Providers Can Overcome Credibility Concerns

Small firm providers face unique business development challenges when selling B2B. Unless you have a relationship with the procurement officer, that company doesn’t know you, doesn’t trust you, and is unlikely to spend any money with you. There’s a credibility issue that you must overcome. There are several ways to clear the credibility hurdle, but nearly all of them require someone the buyer trusts vouching for you expressly or impliedly.

Get Certified

You can become a certified disadvantaged business. This option has downsides. Although it can get you into doors that otherwise are closed, it commoditizes your offering. It’s as if you’re asking for a favor rather than providing a unique solution to a pain point. As a result, you’re likely to find yourself competing on price, which can stunt the profitability and growth of your firm. A second problem with this option is that getting on the list is often only the first step. You still must market your firm’s certification to companies to get on their radar and perhaps lobby buyers to receive a project once you’re on their company’s list of approved providers.

Get Recognized

A better option is to get recognized. You can establish yourself as an authority in your field using methods that your prospect considers authoritative. This is a highly effective method, but it does require strategy and time. Academic positions confer authority. Industry awards connote expertise. Becoming a commentator on television or radio programs or getting quoted in newspapers, business magazines or journals implies specialized knowledge. Then there’s the greatest indicator of ability, a track record of successes in the field. Each of these takes time to develop. Plus, you still may need to draw your prospect’s attention to your achievements so that they are not buried in all the noise that your prospect is trying to block out.

Get Seen

The best option is to get seen. You can get your prospects to see you live. This is the quickest way to overcome credibility concerns. Seeing is believing. Get your prospects to watch you handle a negotiation. Invite them to your panel discussions or speaking engagements. An in-person demonstration of your effectiveness can lead to immediate sales appointments for prospects currently in the market and to solid relationships with prospects not currently in the market for your expertise but who regularly procure such services for their businesses.