THE THREE LEVELS OF CREDIBILITY
Credibility must be built on three levels (see the credibility analysis tool kit). At the first level, you have to build your personal credibility. This involves selling yourself, demonstrating your mastery of issues, and speaking with flair and style.
At the second level, you have to sell the credibility of your ideas. If your propositions are controversial, you'll need valid evidence supported by independent research.
At the third level, you have to sell the credibility of the organization you represent. To be successful in persuasion, you normally have to be effective on all three levels.
The Credibility Tool Kit
The Credibility Analysis Tool Kit is designed to help you establish credibility with the people ...