NOTE: This article is an edited excerpt from our upcoming book Capitalizing on Credibility.

"Clients value trust, integrity and Credibility over product or service selection, cost, even over knowledge and competence, when it comes to choosing financial services providers."

- Goldman Sachs: The Coming Evolution of the Money Management Industry

Credibility – it's the holy grail in our industry. It shortens your sales cycle, gives your clients greater peace of mind that you're doing everything possible for them, and then gains you more referrals. Credibility – everyone wants it. However, very few people can even tell you what it is or how to get it, much less how to demonstrate it.

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