One of the fastest ways for B2B sales reps to build trust is by focusing on helping their prospects rather than just selling to them, says Blake Morgan, a Forbes.com contributor. Morgan reports that a LinkedIn survey found that B2B buyers are five times more likely to engage with a salesperson who provides new insights about their business or industry.
“In today’s B2B world, things are simply becoming commodities, and there is too much stuff that’s exactly the same. What will make you stand out isn’t your product, but rather the services you offer around that product,” she says. “Make B2B personal by listening, observing and understanding your customer’s personal goals and emotions. Customers want more than just a transaction — they want a real experience they know they can trust.”
The key to convincing people that your innovation is great is to sell them on something other than your innovation, adds consultant Stephen Shapiro. To establish trust, he recommends reverting to the three corners of Aristotle’s Rhetorical Triangle, the philosopher’s approach to using language to persuade others.
Ethos (credibility) – People will only listen if they think you are worthy of their time. Referrals and social media credibility can go a long way here.
Pathos (empathy) – Creating an emotional bond is imperative. Good stories can get people to “feel” that your solution is worth considering before they even know what it is.
Logos (logic) – Every sale must ultimately get to the solution, but too many salespeople start there.
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