Credibility Killers: Avoid Them and Set Yourself Apart

Look at any person who achieves long term success – financial, relationship or otherwise – and he or she is described as a person who can be trusted and depended upon. In short, he or she will have immense credibility.

Integrity

honesty; firm adherence to a set of values.

Credibility

believability; the ability to inspire belief or trust.

In business and in life, mistakes are the most painful experiences. Mistakes in associating with and trusting others are the most costly of all, whether it’s choosing a company to deliver a service or a personal relationship. We want and need people that will “shoot straight with us,” tell us the truth and do what they say they will do. The downside is just too steep when we choose poorly. Therefore, we all attempt to locate people we can trust. Once we find such a person, we’ll return again and again.

A recent article by Carol Hymowitz in the Wall Street Journal explained that integrity, defined as telling the truth at all times, should be a matter of “three strikes you’re out” (i.e. very little tolerance for a lack of integrity). Ms. Hymowitz says this strict standard is more important today than ever as corporations have suffered so terribly at the hands of managers who lack this essential quality.

If we as individuals conduct our affairs in this manner, by being honest, truthful and “doing what we say we will do,” we will develop a reputation accordingly. This quality alone may ensure our success. We have all seen the statistics. It’s the repeat business that provides our profit. New customers just take too much time to serve. If we do what we say we’ll do and we’re honest about what we can deliver, we’ll enjoy repeat business and referrals. Repeat business and referrals are the foundation of long-term success.

In fact, people with uncompromising honesty and integrity (i.e. credibility) become legendary as the years go by. Their reputations grow beyond them.  Consider for a moment the simplicity of the criterion – conduct yourself with honesty and integrity. Compare this to the success, stature and renown that are bestowed upon persons that adhere unyieldingly to this code of conduct. It is nothing short of astounding that so few people take this path.

The rule of normal conduct in our society is one that erodes personal credibility. Be assured, I don’t mean that everyone is ruthless and dishonest. I’m talking about the everyday habits that erode credibility subtly and quietly.

For example, how many times do you hear someone say, “I’ll call you,” and they don’t. Sure, it’s not a big thing because we are so used to people saying things that they don’t mean, but it certainly does not bolster credibility. How many times have you heard someone say something is “a done deal,” just to find that it is not done? Or, simply making a bold statement of fact on a

subject that is unquestionably uncertain. Bravado-filled statements such as “This is going to happen, mark my words.”

If you want to begin improving the degree to which people trust you, and I suggest that there is nothing more important to you in business or life, then adhere to these rules of credibility:

Tell the truth even when the answer clearly does not flatter you or bolster your case. When someone asks you a question, answer it promptly and directly with fact. If you want to add “spin” or provide a context under which the facts may be interpreted, then do so. However, do so after you have answered the question honestly and directly.

Offer the truth when others might have the wrong impression. Take proactive care in making sure that others have and understand the facts. It is not enough to just give the facts. You must make sure those that rely on you understand the truth, accurately and fairly.

State as fact only those things that are 100 percent fact. This includes promising delivery only when you know you can, in fact, deliver as promised.

Don’t make broad “puffy claims” such as “we’re the biggest,” or “you’ll be glad you hired us,” or “we’ll reduce your costs.” Instead, make claims you can substantiate with proof. For example, “Ninety-five percent of our customers reported after their first year with us that we reduced costs. The average cost reduction was 22 percent.”

Do what you say you will do, every time.  Whether it’s “call next week” or “check into such and such,” write it down and complete the task. At the very least, if you are running late, let the person know that you missed the committed time line, apologize and give a new commitment.

Listen, Ask Questions and Seek to Understand. You want to be credible? Talk less and listen more. More importantly, listen to understand. Don’t attempt to solve problems until you fully understand the need. Then, only provide an opinion or solution if such is desired.

Jack Allen, Jr. had an appointment with one of the largest prospects that he had ever called upon. He arrived 20 minutes late for the meeting. The prospect asked, “Where have you been?”  He said, “I overslept.” The prospect was so shocked that he told the truth that he got the business based on his honesty. Jack is a tremendously successful commercial insurance broker.

What is the most stable and profitable professional sport in the United States?  It’s professional golf. I am convinced that the consistent success of the Professional Golf Association (PGA) and its members can be largely attributed to the degree to which the organization and its members emphasize the importance of integrity.

Put integrity in your bag. The execution is simple and the payoff over time will be substantial.