Selling often means speaking to people who've never heard of you. You might think of them as "cold leads," which is a bit impersonal. After all, they might very well become your best customers — in time. The problem is credibility. Without it, customers won't be receptive to your sales pitch. You can't blame their cynicism, either — the perils of overpromising in sales are well-known, even among the public.

Credibility is an increasingly valuable attribute today. Perhaps to no one’s surprise, the 2023 Edelman Trust Barometer found a rise in polarization, with the U.S. falling in the top quarter of countries deemed “severely polarized.” But business bucks that trend. Edelman’s research found that business is now not only the most trusted institution but also the only one trusted globally. In addition, the research found that respondents overwhelmingly expect CEOs to use their resources to “hold divisive forces accountable,” according to the report’s press release.