Maintain a file of testimonials
Sales prospects who work in the same industry are prone to face similar challenges. That's why top salespeople collect as many testimonials as possible from existing buyers.
Source: Sales consultant/author Jill Konrath
Keeping a file of them allows salespeople to choose two or three testimonials that speak to a prospect's biggest challenges.
Once prospects see evidence that a salesperson has helped their peers solve similar problems, they're much more inclined to believe the salesperson can provide similar results for them.
It also creates the idea in prospects' minds that the salesperson is someone who can provide definite solutions, as opposed to just selling products.