Credibility is defined as: capable of being believed, believable or worthy of belief or confidence.

In business, credibility can be achieved through a number of experiences or actions.

For example, if you provide a fantastic customer experience then you earn credibility with your customer. Let’s take a look at a few more ways you can establish credibility:

• Longevity also enhances credibility. So, a customer may be more apt to purchase from a company that’s been in business for twenty years than one that has only been around for one or two.
• Credibility can also be improved by establishing yourself as an expert or “go-to” person in your field.
• Publishing is one way that many business owners seek to establish and boost their credibility.
• Coaching also helps establish credibility. When you position yourself to coach others, you’re essentially telling the world you’re an expert in your niche.

Authority is a bit different than credibility. Authority is achieved when you’re already considered to be an expert in your field. For example, Arlene Dickinson who is on the Dragon’s Den and is CEO of Venture Communications is an authority on marketing and communication.

Authority and credibility often go hand in hand. Do you see now how this works?

Why Does It Matter?

Both authority and credibility are buying triggers and these triggers motivate people to become customers. Robert Cialdini discusses them at length in his book The Psychology of Persuasion. If you haven’t read the book yet, you should pick up a copy. The principles of the book are that: people are more likely to buy from someone who they trust or they consider to be an expert in their field. Makes sense, right?

How Coaching Fits Into This Equation

So, let’s say you are wanting to get some training for your puppy. Your puppy has started developing some clear behaviour issues that you want to nip in the bud. You’ve hopped online to search for information about puppy training and you find two websites that have information that’s fairly helpful to your situation. One website offers an information product and a video series, on training your beloved puppy. The other site offers a similar product BUT they also offer coaching.

Everything else being equal, you’re more likely to buy from the website that offers coaching. Right?

Why? Because coaching implies that this company has expert knowledge.

In addition, if the website has testimonials to support their coaching program, they have clearly indicated their authority and credibility. They’ve set themselves apart from their competition.

So, you see, you too can add a coaching program to your existing business and set yourself way above your competition. You’ll give your prospects and customers the added value that you clearly have more authority and credibility, simply because you coach. And you’ll also have more credibility and authority with your coaching customers, that is with loyalty and repeat purchases.

And, one final thought to bring this home. Did you know that the media will often look to consult with businesses that offer a credible and authorative presence? That’s right. So, you may just find that adding coaching to your offerings will open up a whole new world of possibilities and marketing opportunities for you.

It may be time for you to consider adding Coaching to your cart!

Stay tuned for the next post in the Blog Series How Coaching Helps Brand Your Business.