11 Mistakes That Undermine Your Credibility With Buyers, According to Experts

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I'm going to level with you - the statement I'm about to make probably sounds like one of those meaningless platitudes about selling you'd hear at some seminar that you were pressured by your employer to attend, but I swear I'm going somewhere with it. Ready?

Credibility is the currency of sales. It's the most valuable asset you have to support your efforts, and without it, your engagements and relationships are almost bound to get away from you.

That's why you need to do everything in your power to bolster and preserve your credibility - and the best way to do that is to take preventative measures against the actions and behaviors that can undermine it. To help you out, we sourced some expert insight on the common missteps salespeople often make that make them uncredible (as opposed to incredible).

Check out what they had to say!

11 Common Mistakes that Undermine Your Credibility With Buyers

1. Asking Basic Discovery Questions

Celeste Berke, Sales Trainer & Strategist at CBK Sales Training & Coaching, says "Showing up to discovery and asking basic questions. Questions such as, 'Tell me about your role,' 'Tell me about what you do daily,' 'What is your budget, and so on and so forth.

"These checklist-type questions show the buyer that you haven't done your research, that you are lacking in business acumen, and that you are following a checklist. This completely undermines any credibility with the buyer, and most of the time, you'll never hear from them again."

2. They ask buyers to self-diagnose their problems.

Berke continues, "Another common mistake that reps make that undermines their credibility with buyers is when sellers ask a buyer to self-diagnose what the problem is. As a seller, you should know the three to four unique business problems that you solve for your buyer and how they show up.

"As buyers become more savvy and spend time doing research, they expect to be engaged in conversation where the seller is armed with business acumen specific to their environment and that the seller knows how to weave in and out of helping and diagnosing during discovery so that the buyer understands what is going on, what the impacts are if they choose status quo, and what the cost of change is.

"If you show up with a checklist of questions and no insights into your buyer's world-you have lost all credibility."

3. Using Filler Words

Tommy Le, Founder of Poshwatch, says, "A common error made by sales representatives that can damage their credibility is overusing filler words such as 'um,' 'uh,' and 'you know.'

"Even if you use these terms frequently in everyday interactions, overusing them in a sales conversation might come off as if you are uncertain of yourself or ill-prepared.

"If you use a lot of filler words, prospective customers may begin to question your competence or confidence. They may be less inclined to buy from you or trust you as a result. It's crucial to practice speaking confidently and clearly to prevent this. Make an effort to use fewer filler words in your communication to make it more formal and straightforward."

4. Making up Answers to Questions You Don't Know the Answers to

Anders Bill, Cofounder & CPO, Superfiliate, says, "In my opinion, one of the worst things you can do as a sales rep is to make something up when you're asked a question you don't know the answer to. The worst thing to do is to invent an answer. I've found it much better to simply say, 'That's a great question. To give you the correct answer, I will need to consult with an expert at our company.'

"This response not only builds trust with your client but also keeps you from potentially sharing incorrect information that could harm your credibility or even get you or your company into trouble.

"I always make sure to follow up quickly with the accurate information. If I can, I'll even make a phone call on the spot, right in front of the client, to demonstrate that I'm actively seeking the correct information and that I genuinely care about their concerns."

5. Relying on "Quick-Sell" Tactics

Paul Bichsel, CEO of SuccessCX, says, "Trying the 'quick-sell' on potential clients will always undermine your efforts. Sales is like growing tomatoes. Firstly, you plant them at the right time (just before the growing season). You need to have patience as they grow and ripen - roots need to establish, and the stem needs to be strong to eventually hold the fruit.

You need to provide the right structure in place to hold the plant upright and give it strength. If you leave them without feeding and watering during their growth, they will shrivel and die. This might be a simplified analogy, but there are similarities with the sales process where you need time to nurture the relationship, build trust, and provide value."

6. "Ghosting" Buyers

Anilkumar Shetty, Director at TecHighQ IT Solutions, says, "Abruptly disconnecting from buyers just because a sales opportunity did not yield results is a surefire way to damage credibility. Such behavior not only reflects an unprofessional attitude but also relays to the customer that their worth is only as much as the sale, which isn't a good feeling to pass on to anyone, let alone someone you're doing business with!

"Moreover, this burning of bridges seldom stops with the dismissal of future opportunities at a single source. The word-of-mouth that goes around discourages others from striking deals or even engaging with this sales representative.

"Professionals must understand that ghosting should never be an option. Even when a sales opportunity does not culminate in a deal, thanking people for their time, having regular and polite follow-ups, and letting them know you're open to future opportunities are far better ways of moving forward and finding success the next time around."

7. Pushing Too Hard

Abraham Samuel, Co-founder of Boost My Domain, says, "I agree that every sales negotiation is about pushing to close the deal, but that doesn't mean we let the buyer feel the push at every step! Using too much aggression (no matter how well you manage to disguise it) can put a client under pressure instead of making them feel comfortable and trusting.

"This typically occurs when sales reps are up against deadlines and need a sale to close the gap. No matter what the reason, this approach does harm credibility as well as the chances of a sale.

"Great salespeople know that no matter how much pressure there is, it's their job to absorb it and let none of it reach the client. The focus should always be on providing solutions for the client. Also, no one likes to harbor the thought that someone else is making their decision for them. It's always a good thing to make a customer think that they are the final decision-makers."

8. Misrepresenting Competitors

Cesar Cobo, Director of Operations at Webris, says, "Misrepresenting competitors can seriously damage your credibility with potential buyers. When sales reps speak negatively or inaccurately about the competition, it often backfires. Instead of making your product look better, it makes you seem unprofessional and untrustworthy.

"Buyers are smart - they value honest and fair comparisons, and they'll likely see through any attempt to unfairly discredit another company.

"Focus on highlighting your product's unique strengths rather than tearing down others. This approach not only makes you come across as more credible but also shows that you have confidence in what you're selling. Building trust is key in sales, and that starts with being respectful and truthful about all options available to the buyer."

9. They cast too wide a net and lose sight of meaningful relationship-building.

10. Having Poor Body Language

Mike Sadowski, Founder & CEO of Brand24, says, "Look, I've seen plenty of sales reps torpedo their credibility with buyers. One big issue that often slips by? Sluggish body language. It might seem small, but it can make or break a sale. When a rep slouches or avoids eye contact, it screams, 'I don't care.' And if the rep doesn't care, why should the buyer? It's like trying to sell a car with flat tires - you're starting behind.

"Reps who come across as engaged tend to close more deals. They lean in when the buyer talks, keep good eye contact, and use hand gestures to make points. It's not about being fake - it's showing real interest."

11. Not Knowing Your Product Cold

Sadowski continues, "'Another credibility killer? Not knowing your product cold. Buyers can smell uncertainty from a mile away. If you're stumbling for answers, you might as well wave a red flag saying, 'Don't trust me!'

"I've messed up in these ways myself, especially when starting my company. I remember this pitch where I was so nervous I looked like a deer in headlights. The client actually asked if I was okay!

"You can imagine we didn't land that one. But that embarrassing moment woke me up. I started working on my body language, even practiced power poses before meetings, and made sure I was rested before big pitches. The change was huge. I felt more confident, and clients picked up on that energy. It led to better conversations, stronger relationships, and more sales."

Be incredible - not uncredible! Yeah!

Sales is, in large part, the art of developing trust in a tight window and stretching that trust into productive relationships - your credibility provides the foundation for your ability to do that.

Always be mindful of key elements like your words, actions, and degree of insight on specific topics. If you can stay on top of those factors, you'll put yourself in a solid position to remain credible and build the kind of relationships that will consistently benefit your efforts.

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