The Importance of Trust in B2B Sales and Marketing

Ever since the great financial collapse of 2008, it has been harder than ever to win new B2B business. The recession that followed resulted in a greater resistance to change and a slowdown of the opening of wallets. Nowhere is this more apparent than the small business market, where purchasing decisions have elements of business and consumer buying habits. Because of these shifts in buying, it is more crucial than ever that both marketing and sales incorporate the building of trust into their processes and initiatives.

Is your company building trust? Here’s how to find out:

Marketing

• Is your target market aware of your company?
• What is your target market’s perception of your company?
• Does the market know how you help your clients?
• Does your website (where your company is being validated) engage visitors?

Sales

• Are your salespeople building trust with buyers before proposing something?
• If you sell your product or service over the web, have you removed fear, uncertainty, and doubt throughout the buying process?
• Are your salespeople armed with testimonials and referrals to put potential customers at ease regarding perceived risk?

Looking back on when I started The New York Enterprise Report, I wish I had spent more time understanding how people make advertising and marketing decisions. Had I understood that, I truly believe we would be much bigger today. Never before has it been so essential to understand the importance of trust in the buying process, and then to adjust accordingly.