The key to making a sale is first to create a forum in which the prospect and seller share ideas and proposals.  We've been referring to this forum as engagement. 

Sellers or their corporate entities attempt to engage prospects through the use of credibility or trust. 

Here are some examples of credibility statements:

1) We're very proud to tell you that 75% of our business is renewals
2) Geico has a 97% customer satisfaction rating.
3) The Super Bowl telecast reaches more American consumers than any other single television program.
4) By signing free agents Mike Bibby, Zsa Zsa Pachulia and Marvin Williams the Atlanta Hawks have retained the core of the team that advanced to the second round of the NBA playoffs last year.
5) If you're a Detroit fan, you need to know that the Thrashers sold out every home game against the Red Wings last year.

And, here are some trust statements:

1) At Publix, shopping is a pleasure.
2) You're in good hands with Allstate
3) If you're unsure where you'd like to sit at the Thrashers game, I'd be happy to give up my personal seats to you and your family
4) Lowes - Let's build something together
5) I can guarantee you one thing.  If you buy my radio station you'll be getting my very best effort at helping you achieve your goals.

Since both credibility and trust statements work to engage prospects, sellers often think of them as interchangeable.  However, when a relationship is brand new or in the absence of a relationship whatsoever the seller must lead with credibility.

This means that if you are a seller who works the phones in a new business environment you need to resist the urge to lead with trust statements as in this examples:

Seller:  Hi, this is Joe Cink from the New York Wizards.  How are you today?
Prospect:  Joe, I'm fine but I don't have time to talk right now.  Call me some other time.
Seller:  Okay, when would be a good time to call?

But, the prospect is already gone.  In this case, the seller appears to be expressing concern for the prospect but the prospect doesn't know the seller and has no interest in getting into a discussion of his health or the orderliness of his day or his general state of happiness.  Of course, the seller probably has no real interest in learning any of these facts about the prospect and isn't really making an inquiry - despite asking the question.  The seller is using a reflexive need to appear friendly or trustworthy to engage the prospect in a dialog about the real reason for the call.

Unfortunately, because the seller and prospect do not enjoy any kind of relationship this technique will not engage the prospect.  Conversely, the prospect is more likely to become defensive.  Here is an alternative opening that uses credibility in place of trust:

Seller:  Hi, this is Joe Cink from the New York Wizards.  My research indicates that your company entertains clients at sporting events and I am calling to discuss how our team can help you do that more effectively.
Prospect:  Hi, Joe.  Yes, we do buy tickets to sporting events but I am not the guy to talk to about it.
Seller:  Okay, can you tell me whom to call?
Prospect:  Yes, that would be Bill Sharpe in our mid-town office.
Seller:  Thank you very much, James, I appreciate it.
Prospect:  You're welcome.  Bye.

While a sale was not made, the seller has just earned a very valuable credibility-building tool - a reference.  Here's how to use it:

Seller:  Hi, this is Joe Cink from the New York Wizards.  I was just speaking with James Fitzpatrick in your downtown location and he suggested I give you a call.
Prospect:  Sure, what about?
Seller:  James tells me that you are the guy who makes the decision as to which sporting events tickets to buy for client entertainment purposes and I wanted to speak to you about how our team can help you achieve your client entertainment goals.

Here is another common attempt by phone sellers to engage a prospect through the use of trust.

Seller:  Hi, this is John from Nationwise Insurance.  We're both fathers of newborns so I'm sure, like me, you've been wondering what to do about your changing insurance needs.
Prospect:  Uh, no I haven't.
Seller:  Well, I've found that having a baby changes one's point of view about the future.   Don't you think?
Prospect:  Listen, John, I'm kind of busy right now.  Can I get back to you?

The seller in this case is trying to establish his trustworthiness by indicating that he and the prospect have shared experiences.  But, the prospect is refusing to engage because he doesn't know John and, frankly, couldn't care less that John is the father of a newborn.

If John had used a credibility-first approach the conversation may have gone like this:

Seller:  Hi, this is John from Nationwise Insurance.  My research indicates that you and your wife just had a baby. 
Prospect:  Yes, we did.  Just a couple of weeks ago.
Seller.  First of all, congratulations.
Prospect:  Thank you.
Seller:  Listen, Bob, the reason for the call is that 80% of all newly minted parents consider having a baby to be a reason to re-evaluate their insurance needs.  We have a questionnaire that you can complete on line in about ten minutes that will help you decide if a change of insurance is necessary.  I'd like to send you the link.  Would you mind giving me your e-mail address?

Engaging new business prospects over the phone is very difficult.  Rather than just counting on the belief that "it's a numbers game" sellers are wise to make a list of credibility statements that are more likely to result in engagement.  Then, the game becomes one of increasing the closing ratio instead of the number of calls.