As I've started my own B2B venture, all the reading and writing I've done over the past few years has suddenly become much, much more real. I am dealing with issues in selling to businesses that weren't quite as complex as they were in selling to end users. One of the most profound struggles in selling what I do is something that I've written about before but haven't experienced in its fullness until now. What I'm talking about is
the challenge of building trust. Though I know there are exceptions, it seems the level of trust between buyer and seller is much more important in complex B2B transactions than it was in the B2C environment that I came out of. I, by the nature of the service I am providing, will be
working with customers--not simply
selling to them.
The Levels of Trust
To someone completely new in business, with nothing to go on but a handful of recommendations, you've got to build trust from the ground up. As I've spoken with people, the feedback I've gotten has taught me that there are
two primary types of trust that buyers must have in order for salespeople to be successful with them. These are:
- Trust in the salesperson's intentions
- Trust in the salesperson's competencies
The cold calls I've made have been incredibly challenging. I now know that some of the terminlogy I've used in my scripts has alienated peole from even considering doing business with me. You see, they don't know me from Adam. I don't even have a recognizable company behind me so that I can say, "I'm from XYZ." I'm just me, and they--naturally--assume the worst. As soon as they caught wind that I might, possibly, maybe, potentially be asking them for money, they ended the call. Was it because they didn't think they needed what I was selling? Probably not. Was it because they didn't believe I was capable of doing what I said I could do? Maybe. But I think it's most likely because that don't know me and assume that
my intentions are underhanded, selfish, and manipulative. "People don't know care how much you know until they know how much you care." And, when you people don't know you care, they assume that you don't.
The people that I've called based on recommendations have been much more trusting of my intentions. As I talked to them, the conversations swung quickly to
my capabilities. They trusted my intentions--I was a friend of a friend--but they still knew nothing of my abilities to get the job done. In that respect, they still didn't trust me. They believed that I had a good heart and wasn't out to trick them, but they still didn't know if they wanted to shell out any money to pay for me. It makes perfect sense. I had not yet
proved anything to them.
What are your experiences in building trust? Is it a different process now than it was from when you started? Has building trust gotten easier with experience? I'd love to hear your thoughts...
featured image courtesy of skycaptaintwo licensed via Creative Commons