The Evolving Credibility Paradigm: Tech Salespeople vs. Real Customers

In today's technology-driven world, where innovation is relentless, and competition is fierce, the role of tech salespeo
Golan Raz
23 May


In today's technology-driven world, where innovation is relentless, and competition is fierce, the role of tech salespeople has become increasingly crucial. They are the connecting tissue between technology companies and potential customers, responsible for conveying the value and benefits of their products or services. However, as the landscape becomes more complex, so does the perception of credibility within this realm. This blog post delves into the shifting dynamics, highlighting how the credibility of tech salespeople is being challenged while the credibility of real customers remains solid.

The Traditional Credibility of Tech Salespeople:

  1. Traditionally, tech salespeople were seen as authoritative figures with extensive knowledge about their products and services. Their expertise and ability to address customer concerns and provide tailored solutions were highly appreciated.
    They were seen as trusted advisors, relied upon to guide customers in making informed purchasing decisions.

The Changing Technological Landscape:

  1. The rapid advancements in technology have given rise to a more informed customer base. Consumers now have access to a wealth of information through online research, customer reviews, case studies, testimonials, and user forums. They can assess products and services based on their unique requirements and preferences. This shift has challenged the traditional role of tech salespeople, as in many cases, customers enter sales interactions equipped with detailed knowledge.

Credibility Challenges for Tech Salespeople:

  1. With increased access to information, customers have become more discerning and skeptical of sales pitches. The perception of salespeople as purely profit-driven has led to a decline in their credibility. Some salespeople may oversell products or fail to deliver on promises, leading to customer dissatisfaction. In other cases, the lack of real day-to-day user experience leads to using ear say-based information instead of direct real-world experience. 

The Rise of Customer Advocacy:

  1. Real customers, on the other hand, have gained credibility as their voices have become more influential. Social media platforms and online review sites have provided a platform for individuals to share their experiences openly. Potential buyers are now more likely to trust the opinions of fellow customers with firsthand experience with a product or service. Genuine customer reviews have become a powerful tool for assessing credibility, shaping purchase decisions, and holding companies accountable.

The Shift Towards Authenticity and Transparency:

  1. To regain credibility, tech salespeople must adapt to the evolving landscape. Authenticity and transparency are critical factors in rebuilding relationships based on mutual trust.
    By providing accurate information, acknowledging limitations, and focusing on customer needs rather than just making a sale, salespeople can establish themselves as trusted advisors once again.

Leveraging the Power of Customer Advocacy:

  1. Tech salespeople can also harness the power of customer advocacy to enhance their credibility. By incorporating positive customer feedback, testimonials, and case studies into their sales cycle steps, they can demonstrate confidence and a show of trust in the same product and service they are looking to promote.
    Engaging with satisfied customers and encouraging them to share their experiences can help build credibility and foster long-term relationships.


The credibility paradigm within the tech sales industry is shifting, with the credibility of salespeople being challenged while the credibility of real customers remains solid. To adapt to this changing landscape, tech salespeople must embrace authenticity, transparency, and customer-centric approaches. By acknowledging the informed and empowered customer base and leveraging the power of customer advocacy, salespeople can rebuild trust and establish themselves as credible sources of information and guidance in the ever-evolving world of technology sales.