"Trust Me, I’m a Salesperson"...Building Trust in B2B Sales
By Ian Hirst, Greenbank CEO
Over the past few months, If there has been one recurring theme in the conversations we have had with clients, its probably about the importance of Building Trust. Whether it’s with executive teams, new leaders, or salespeople, trust is climbing to the top of everyone’s agenda.
Trust seems to be particularly difficult in the current technology sales environment, where activity-driven sales targets can make it far too easy to adopt a more transactional approach. So, in this short article, let’s explore how the latest thinking on trust applies to B2B selling in our tech-driven world.
A Bit of Context
It might seem obvious, but selling today is a whole new ball game compared to just a few years ago. After all, we often buy things online without ever meeting a salesperson, so how crucial is trust in B2B sales now?
To shed some light, I borrowed insights from Neil Rackham, the SPIN selling guru. In a recent interview, he highlighted two key reasons why, in fact, trust is more vital than ever, especially in virtual or in-person face-to-face selling.
The Risk Factor
Rackham pointed out that many routine sales have shifted to cheaper channels like the Internet and telesales. This means today’s face-to-face sales are larger and more complex, involving more decision-makers and ultra-cautious buyers. In short, the bigger and riskier the decision, the more crucial trust becomes.
You are Part of the Offer
The second point is the growing trend of integrating consultancy components into sales. So, instead of just buying a product, prospects are also buying your advice and support.
Think about your own buying process – if you are buying a simple product, you might think that the salesperson is sleazy and not interested in you, but if the product does what you need at a good price, you might still buy it.
However in sales that include and element of consultancy, it’s very different – If you don’t trust the salesperson, you won’t trust their advice.
The Tangible Impact of High Trust
We all know trust is important, but what are the actual benefits in a sales context? Here’s what sales leaders consistently tell us:
- Clients involve us earlier in the buying process – even before they have pinned down their requirements
- They readily act on our recommendations.
- They give us the benefit of the doubt if we slip up.
- They champion us to their colleagues.
- And, they buy more from us!
So…the prizes are huge – but what do we actually need to DO as salespeople, to quickly build trust with prospects and clients?
Building Trusted Sales Relationships
David Maister’s book, The Trusted Advisor, is a goldmine on this topic. He argues that trust is built through four factors:
- Credibility: Are you seen as an expert?
- Reliability: Are you organised, and do you deliver what you promise?
- Intimacy: Are you genuinely interested in your clients as human beings?
- Low Self-Orientation: Are you focused on their needs, not just your own?
Top Tips for Building Trust
Building Credibility
- Stay updated on your client’s market and discuss trends with the – “from our experience…”
- Be honest. If you don’t know something, admit it.
Showing Reliability
- Actively show you are organized – confirm meetings and send agendas in advance.
- Promise and deliver small things immediately. “Let me send you that research document I mentioned”
Demonstrating Intimacy
- Remember, clients are people too. Show warmth and interest in their work and career.
- Be attuned to their feelings and respond accordingly. “You seem pretty concerned about this…”
Avoiding Self-Orientation
- Listen actively and take time to understand their needs before offering solutions.
- Structure emails, proposals and pitches to focus on their needs first (for at least 50% of the document!), then relate your solutions to those needs.
And finally…
Building trust in B2B sales isn’t just a nice-to-have—it’s a game-changer. By focusing on credibility, reliability, intimacy, and low self-orientation, you can transform your sales relationships and drive significant results. Remember, in today’s complex sales environment, trust is your most valuable asset.
Have any tips or experiences to share? Drop a comment below or get in touch with us!
About Greenbank
Greenbank are an innovative, ‘boutique’ consultancy delivering completely tailored leadership, negotiation and sales development programmes to clients ranging from top 5 global firms to tech start-ups.
We are now delighted to be running truly blended programmes, which make the most of both virtual platforms and interactive face-to-face workshops, to deliver motivational, cost-effective development.
We also have our own industry-leading, multi-lingual, 360° assessment platform, Navigator360 which provides our clients and other training providers with a completely flexible approach to gathering powerful confidential feedback.
If you would like to discuss how we can help your own sales or leadership teams, then we would be delighted to have a relaxed conversation – please contact Ian Hirst or (+44) 7812 074359.