If you sell to C-level executives, you’ve probably found that establishing credibility with your new prospects is one of the most challenging obstacles you face. Executives are pounded by calls and emails every single day. They have already heard your opening line, your sales pitch and your objection rebuttal. And yet, to get that appointment, you must demonstrate your credibility.

Sure, you can manipulate the executive assistant to try to get them on the phone, but I guarantee you that that won’t help you close a deal. In fact, this may be the quickest way to lose credibility. Take this approach and you might just watch your new opportunity wither on the vine.

There is, however, a small, little-known secret that will improve your credibility in any sales situation:

Speak slowly. Chances are, when you initially connect with prospects on the telephone, you don’t have their full attention. Speaking more slowly not only helps your prospect hear — and comprehend — what you’re saying in the midst of their multitasking frenzy, but it also demonstrates your self-control.

And this control improves your credibility. Most people tend to increase their rate of speech when they get nervous. Even if you have made hundreds or thousands of cold calls, it’s not uncommon to accelerate your pace when you finally connect with someone. You’re anxious to make your point; you’re afraid of being cut off. It’s human nature.

Resist that temptation. Make a concerted effort…to…slow…down.

A slower pace gives you time to think. It helps your prospect take in what you are saying. Remember, they don’t know your value proposition by heart the way you do. And, a slower pace demonstrates that you are calm, controlled and credible.

Try it during your calls this week. This one small secret just may be the missing piece of your sales puzzle.

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