Shortcode deactivated

CREDIBILITY SELLING

A Proven, Practical Strategy for Selling Complex Products and Services

This book is currently in production

I spent 25 years selling cybersecurity, one of the most complex products in the world. This experience taught me something – traditional sales methods are when it comes to complex technical and scientific products.  

Today’s buyers are skeptical. They expect vendors and providers to understand their pain, especially when it comes to complex products and services. Consequently, companies must be able to demonstrate four key things to buyers: 

  • Credibility 
  • Capability 
  • Capacity 
  • Cost to Value

Credibility Selling is a new go-to-market approach specifically designed for complex products and services. It focuses on proving to buyers that you can alleviate their pain. Moreover, it updates many traditional sales methods, which do not work with skeptical buyers. 

In this book, you will learn how to restructure your sales, marketing, and customer success functions to supercharge your go-to-market efforts. 

Sample cover art

Topics

Some of the topics Credibility Selling covers: 

  • The unique challenges of selling complex products and services
  • The relationship between organizational problems, threats, and pain. 
  • The Five Types of Organizational Pain 
  • How market momentum and brand value create skeptical buyers
  • The principles of selling to skeptical buyers: credibility, capability, capacity, and cost
  • How to build a sales team focused on credibility
  • How to communicate your credibility and capability
  • Defining a marketing strategy based on credibility
  • Why traditional salespeople resist Credibility Selling
  • The tools and techniques of Credibility Selling
  • Credible sales metrics

Credibility Sales is planned for release in 2026.