Why Trust is so Important in your B2B Sales Team and How to Build it?


When B2B users are asked about the trustworthy sources that impact their buying decision, vendor-provided resources always come at the bottom of the list. They score low in all of the blog posts, webinars, case studies, landing pages.

This is where the “trust gap” creeps in. While the vendor believes they are providing all the resources necessary to make a purchase, buyers just feel disconnected due to the natural feeling of being “sold to”.

About 36 percent of the buyers are reported to feel satisfied with the vendors’ honesty. In comparison to 84 percent of vendors who believe clear and honest information helps them sell well.  This clearly defines how vendors have overestimated their trust offering and how the trust-gap is continuously widening,

Organizations need to update their selling approach to reach a commonplace with the buyers. So, before we take you through the techniques on how you can do it, let’s first understand why trust is so important in your B2B sales team?

3 Reasons why you need to build trust

1. Builds a lasting rapport

The main reason to build sales trust is that it helps in creating a lasting rapport. Over 90% of companies have reported that the chances of them buying from another company is solely based on the trust the company has created.

Builds a lasting rapport

If you want to drive sales, you have to build sales trust. Unfortunately, many buyers do not trust salespeople due to some of their past experiences where they were dishonest and too pushy with the buyers.

But that’s not all, you also need to maintain the trust, once established. This is only possible when you are honest with your customer and brave enough to accept your mistakes.  

A lasting rapport creates lasting relationships which further drives repeat purchases.

2. Earns you ripe recommendations

Once you have successfully established sales trust, customers are more likely to recommend you.

Earns you ripe recommendations

Remember, when a customer recommends, they are willing to put their reputation on the line and you better be able to justify it

Customer recommendation is one of the most effective modes of marketing and if you make efforts on building trust, it will naturally pave its way for you.

3. Helps you close high-value deals

For buyers, the number one factor while closing a deal is trust. Before you close a deal, your customers must have trust in your company’s ability to offer impactful solutions that address their hardest challenges and understand their business properly.

Helps you close high-value deals

As a salesperson, your confidence in your offerings reflects trust and authority. Buyers tend to pick on your confidence and it makes them feel more confident about your company which encourages repeat purchases.

So, now that you know why trust is so important in your B2B sales team, it’s now time to find out How you can establish it?

5 Techniques to build trust in B2B sales

1. Restructure your organization into “customer-centric”

Almost all of the B2B organizations say that they are customer-focused. But their sales strategies reflect something else.

Restructure your organization

There is an urgent need of making customer satisfaction a core part of your sales strategy instead of separating sales and customer service.

Reengineering your organization into customer-centric creates a huge impact on both – sales and product.

In a survey, customers ranked the effectiveness of their sales reps along with examining their overall attitude towards customer proof. Almost 45 percent of the vendors reported their reps to be very effective – these vendors were those who took their customer’s feedback to their hearts.

By connecting to your potential buyers and speaking their language, you can actively engage better with your target audience and close the customer gap.

2. Align your objectives with that of the customers

The primary motive of any business is to drive revenue and earn profits. But the obsessive focus on making money can hold you back in the long turn.

Align your objectives

Give up the control of sales quotas and targets. Instead, move your attention to being customer-centric.

There is a constant fear when it comes to giving up control by changing from company-centric to customer-centric because there is some risk involved.

But it will be worth the effort because revenue and trust are positively related. The higher the trust, the more you earn revenue and vice versa.

When you focus on delivering their desired outcomes, their confidence in you will grow with time and they will travel the extra mile for you and recommend you to other potential buyers.

The trust will change your role from a provider to an adviser​ and their sales efforts will be more about “support offering” than “product offering”.

Move out from the toxic cycle of revenue and control. Engage in doing the right thing for the customer by securing management and leadership buy-in to your long-term objective.

3. Reward team performance instead of individual performance

Rewarding team performance instead of individual performance is one of the best parts of moving away from sales quota and focusing on the customer’s desired outcomes.

Reward team performance

Since it’s no longer just about revenues but also about delivering customer’s demands, it’s beneficial to leverage the whole sales team to deliver the results.

Empower your sales team like a soccer team that has different specializations but are all driven towards the same goal. The end result is always going to be more than the results of individual players added together.

It is immensely rewarding to have a team where one can rely on each other, each one can play the role of both – a coach and a participant, share opportunities and acknowledge the diversity of thought.

Remember, the more they know each other, the better it is for your organization. So always value team performance more than individual performance.

4. Capitalize on real-time customer experiences

Real-time customer experiences and detailed reviews provide an opportunity to show your values to the prospective buyers and also reflects on the benefits of your offerings.

Capitalize on real-time

Customer-centric resources make the sales process more natural and increase its appeal to the buyers. It becomes even more natural if the customer’s voice is used directly.

The good news is that nearly three out of four customers are reported to advocate the product to other customers.

Real-life customer experiences don’t only serve as a reference but also as writing a review. These customers are also willing to share their success with your provided products/services and also discuss a few beneficial tips and guidance for the other buyers who haven’t reached a conclusion yet.

While a large proportion of your customers are willing to share their experience, they are not likely to do it without an outside push. If you are looking to reshape your sales strategy to build and increase trust, identify the ways by which you can capitalize on real-time customer experiences, and capitalize on it.

5. Offer transparency and data-driven ROI

Buyers want an honest​ picture of how your offerings can add value to their enterprise. They don’t want complicated sales and sales language.

Offer transparency

Vendors can accelerate the buying process by being more transparent and honest in their sales pitch. The increased transparency can be advocated by showing the buyers the ROI of their purchase.

This can be done in multiple ways – hard numbers based on a case study to a software-specific ROI calculator. Everything that offers authenticity will show the desired impact as customers are not interested in knowing how it works, instead, they are interested in knowing how it will work for them.

By acknowledging limitations and working on customized capabilities in your sales call, the questions of your customers will be answered even before they actually ask them. Also, offering your buyers an established way to explore the ROI of the purchase will help your company to come off as professionals.

Trust is Gold – Quite Literally!

In today’s world, the road to success is built on trust and authenticity. Closing the trust gap is more than just publishing several customer reviews on your landing page. It’s about talking your customer’s language, empathizing with their concerns, and offering them a great experience. It requires research, efforts, and an objective to build faith.  

But once the results start showing, it will all be worth it.

For organizations that have just started their journey, trust-building can be a gruesome process. To prevent getting overwhelmed, you can seek professional opinions from expert B2B sales and marketing consulting firms. They not only have the required experience but are also updated with the recent tips and tricks of the industry.

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