Most of us are already well aware of the fact that consumers – whether B2C end customers or B2B clients – simply don’t trust advertising. But it’s impossible to form a relationship based on large-scale transactions without that trust factor. Let’s take a look at a few ways that B2B marketers can focus on getting off on the right foot when it comes to building a trustworthy relationship with potential clients.
#1 Value Personal Relationships
Sure, you’re a B2B company, but your clients are still real people. Ideally, your clients will have a long-term relationship with your business as a supplier of some good or service, and it’s important that you invest in that relationship. It could mean calling your clients every once in a while to check in and make sure all is well, sending corporate gifts around the holidays, or simply remembering a tidbit of information to bring up next time a client calls or comes in for a meeting. There’s potential new conversions to gain out of this, too, since most consumers are overwhelmingly more likely to take personal recommendations from friends and colleagues about brands than they are to trust advertising.
#2 Focus on Transparency
If you’re running a big operation, it can be hard for your clients to get to know you and your business on any deep level. Through use of content marketing, demonstrate your commitment to transparency by posting about your daily operations. Another part of transparency: taking responsibility. If a client has an issue and offers critical feedback, accept the blame for the issue and explain to them how you’ll make it right for them and keep it from happening again in the future on a larger scale.
#3 Be a Source of Information
Your clients will trust you more when they know that you’re an expert in your area. Show that you’re a thought leader by presenting at trade shows and conferences, publishing white papers online, and having the specs on your entire product line readily available to answer your clients’ questions.
#4 Avoid Hard Sells
Know how people don’t trust advertising? They don’t trust language that’s super salesy, either. Your clients will know when you’re desperately trying to sell them something, so don’t do it. Supply them with the information they want and offer an incentive or two, but don’t push it. Let them make their own decisions.
#5 Respect Your Buyers
Finally, understand that opening up a big account with a B2B company is a huge risk for your clients. If you don’t deliver, they’re out not only their financial investment, but hours of productivity. Plus, their reputation can suffer if they pass along an inferior product. When you convey to clients that you understand this, they’ll be more willing to take that risk.
How does your B2B company build trust with clients?
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