Building Credibility that Converts, with Michelle Calcote King

I am super excited about today's episode of Sell With Authority — it's a really special one. We're kicking off a brand-new series we're creating here on the show.

Over the next several weeks, you're going to hear from agency leaders who will share their insights and experiences around one of the most pressing issues in biz dev today: trust and distrust — and how both shape the agency sales process.

If you've been part of our community for a while, you know that everything we do at Predictive centers on helping agencies sell more of what they do for a higher fee. And what we've seen, time and again, is that trust — or the lack of it — makes or breaks your sales pipeline.

When trust is present, your pipeline flows. When it's absent, friction builds, momentum stalls — and opportunities slip away.

This special series will dig deep into that dynamic. The conversations you'll hear will form the foundation for my next book, The Trust Architecture — along with a set of new Field Guides we'll be sharing with our community. If you stick with us through this series, you'll get an inside look at the strategic insights, lessons, and stories that will shape that work.

Today's conversation is the perfect place to begin. Our guest expert is Michelle Calcote King, Founder of Reputation Ink — a national PR and marketing agency that helps professional services firms turn expertise into influence.

Michelle and her team work every day in industries where trust and credibility aren't optional. That's what makes her perspective the perfect starting point for this series.

She has built a business around translating complex expertise into stories that build trust, spark credibility, and drive growth — and she's sharing her playbook with us.

What you will learn in this episode: 

• Why trust — or the lack of it — impacts every stage of the agency sales process
• Why industry specialization accelerates credibility
• How to remove friction and earn access to client subject matter experts
• The secret power of an authoritative newsletter in your niche
• The reality behind a successful biz dev system — you've got to eat your own dog food
• How to build relationships and trust through intentional, helpful marketing

Resources:

• Website: www.rep-ink.com
• LinkedIn Personal: https://www.linkedin.com/in/michellecking/
• LinkedIn Business: https://www.linkedin.com/company/reputation-ink/