How to Build Credibility When Selling to Customers Who've Never Heard of You

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.