Stop Chasing Likeability: Build Credibility to Crush Imposter Syndrome in Sales
Imposter Syndrome. It creeps in when you least expect it—like when you’re gearing up for a call with the C-suite and suddenly question your value, your experience, how you got there and if they will like you. Sound familiar? It happens to many sellers. But here’s the truth: doubling down on likeability during sales doesn’t help. So what are you to do then? Double down on credibility.
What Is Credibility in Sales?
Credibility is the trust and confidence buyers have in your ability to solve their problems. It is not just you knowing about your product as a seller, it is you understanding your buyer’s world, speaking their language, demonstrating business acumen and being really curious about what they say. Do you need to hear years of experience? NO. You can build credibility as a seller by:
- Knowledge: Deep understanding of your product, industry, and the business problems you solve.
- Preparedness: Coming to every conversation armed with insights and relevant questions and the curiosity of a 4 year old.
- Authenticity: Delivering value without faking expertise or overpromising. Say when you don’t understand something, ask for clarification, observe moments and make hypotheses. This comes from listening…
Credibility positions you as a trusted advisor, not just another salesperson, and it’s the foundation for meaningful buyer interactions and quite often the difference between a buyer leaning in and hanging on – or bowing out.
Why Likeability Isn’t the Answer
Sales isn’t a popularity contest. In fact, a study of 35,000 salespeople revealed that top performers don’t chase being liked. Most buyer interactions fall in the neutral zone—95.44% of the time, buyers don’t love or hate you. They just want solutions.
What does likeability look like in practice? Small talk and “shooting the breeze”, staying super surface level with all of your questions, talking to buyers like they are your friends and attaching to the outcome so much so that you bend all sorts of ways.
The fastest way to silence Imposter Syndrome is by leaning into your expertise. You’re not there to validate the buyer’s existing approach; you’re there to challenge, show them that you truly care and are there to help by uncovering problems they don’t even know they have and making them look at things in a different way.
Buyers aren’t looking for a friend; they’re looking for someone who can solve their problems. Be the credible problem solver and kick that Imposter Syndrome to the curb during the process.
