Trust, or lack thereof, plays an important role in the B2B sales process. If a prospect doesn't trust your company or have confidence in its ability to deliver what it offers, he or she probably won't buy your product or service. This is especially true for new customers. Convincing a prospect to make that first, initial purchase is often the hardest because they aren't familiar with your company. There are ways to build trust and confidence in B2B sales, however, including the 8 tips listed here.
Content marketing can help trust and confidence by projecting your company as an authoritative leader in its industry. This digital marketing tactic involves creating and distributing high-quality, informational content that can be applied to their business, online. Because it doesn't generate sales directly, content marketing is a form of outbound marketing. But the real benefit of content marketing is its ability to instill trust and confidence in prospects. If you publish high-quality content that's useful and relevant to your company's target audience, they'll view your company as being an expert.
Referrals are an excellent way to build trust and confidence in B2B sales. According to one study, referrals have a 70% conversion rate, meaning that seven out of every 10 prospects referred to your company will make a purchase. The reason for this high conversion rate is that referrals have greater trust in your company. Your company has essentially been vetted by the person who referred them, so they feel more confident buying your products or services.
Let them hear it for themselves. Ask your customer to give a video testimonial. If the customer is willing to state their opinion personally, the trust factor increases even more.
Prior to making a purchase, first-time customers may research your company online to learn more about its history and what it offers. If your company has outdated content or a poorly designed website, it may discourage customers from making purchases. On the other hand, giving your company's website a makeover builds greater trust and confidence. Incorporating your company's brand elements into the design, for instance, creates a professional image while also reinforcing your brand. Furthermore, you can include trust seals and industry-specific certifications on your company's website. Subtle elements such as these go a long way in building trust.
If you tell a customer that his or her purchase will be delivered on a specific date, make sure it's delivered by that date. Meeting deadlines is critical to building trust and confidence in B2B sales. If a customer doesn't receive his or her product on time, they'll have a lower level of trust and confidence in your company's abilities. To prevent this from happening, you need to meet all deadlines set with prospects and customers alike. Whether it's a scheduled sales follow-up call or the delivery of a product, meet all deadlines to build trust and confidence.
Another way to build trust and confidence is to offer a warranty. If you guarantee that your product or work for a specific length of time, prospects and customers will believe that it's a smart investment. With a warranty, customers have peace of mind knowing that if your product or service work fails, they'll be financially protected. Regardless of what you sell, consider offering a warranty with it for this reason. Even if a product already has a manufacturer's warranty, adding your own warranty will make your company more trustworthy in the eyes of your target audience.
If you aren't personalizing your company's marketing messages, you should consider doing so. Statistics show that personalized marketing messages generate up to six times more conversions than generic messages. However, it also helps to build trust and confidence in prospects. Any company can send generic marketing messages, but it takes more work to create personalized messages. Because of this, personalized marketing messages can make your company more trustworthy.
If you have case studies of past customers and their success with your company's product or service, present this information to prospects. Case studies provide an in-depth look at your company's offerings and how it helps buyers in a real-world scenario. Assuming you have a website, you can publish case studies here. Additionally, you can present case studies to customers and prospects in marketing emails. These are just a few ways to show prospects the benefits of your company's products or services and, in turn, instill greater trust and confidence.
Customer reviews, when mostly positive, can make your company more trustworthy. Statistics show that roughly three-fourths of buyers say they trust companies with many positive reviews more than those with few or no positive reviews or those with negative reviews. You can use this to your advantage by encouraging customers to leave reviews about your company. Whether the review is on Google, Facebook or elsewhere, each positive review serves as a badge of trust.
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