The internet has nearly 3.58 billion users. It has changed the way people work, learn, share and even date. The internet has allowed for entirely new kinds of relationships and communities in which trust is negotiated.
At the same time, there is an increasing trust deficit in the world, which is making it more difficult to build meaningful relationships, both in business and personal scenarios. The challenge of trust is most acute in the world of B2B sales. The challenge for sales teams: how to build trust?
Building relationships with people, developing trust and understanding their problems are at the heart of selling. Customers live in a world exploding with information, often of uncertain origin, and with the internet at their fingertips, potential customers often start into a buying process with conflicting information. According to industry research firm Gartner, as much as 15 percent of the buying process may be tied up in trying to rationalize conflicting information, requiring companies and sales organizations to educate and enable customers and prospects. Customers are also increasingly hard to reach, so understanding the customer’s goals, delivering value and building trust is what can make or break a deal.
The magnitude of distrust
In a recent Gallup survey, Americans shared their confidence levels in 15 societal institutions from military and small business to television and media. Out of all the respondents, only 25 percent stated their confidence in big businesses and 20 percent in television.
Confidence can be directly linked to trust, and Americans appear to be dealing with a crisis. Similar findings are reflected in Altify’s 2018 Business Performance Benchmark study, where respondents indicated they trust a peer or a competitor more than twice as much as they do the CEO of a vendor organization. This telling data shows that, more than ever, trust is top of mind and sales professionals need to be proactive as they enter into new relationships.
Steps to earning trust
In many cases, companies and governments have defaulted on their obligations to customers and citizens, who feel ignored, poorly treated and perceive that their concerns are rarely heard. Whether it be a lack of adequate customer service or the hunger for new and more business, current customers and their concerns often fall on the back burner. Typically, when a customer is making an investment, they are doing so in response to a problem they need to solve or an opportunity to capitalize on. By taking the time to truly understand customers and problems, there is
an opportunity to craft solutions to meet their requirements, and to organize the sales process according to how the customer wants to buy. Making the investment to put the customer at the center of the buying process will be rewarded with respect, insight and engagement from the customer. These are the building blocks of a strong relationship.
Customer acquisition is easier when you are starting from a foundation of trust. To convert a buyer into a loyal customer, the customer has to feel valued and they need to feel the vendor and organization provide solutions to make their company and team successful. In the subscription economy, their trust in the team, along with the service or product, are critical factors to build a sustaining business and maintain a long-term relationship.
Gaining trust from the right people
Considering that many people are involved in the buying process now, sales professionals need to capture the attention and build trust with the most influential people within the buying process. Sales professionals are busy, and each interaction is crucial in the development of a sale. Being able to map the relationship status of each person in the buying cycle to understand support and influence is critical to success. Sales teams will be able to increase win rates just by being more efficient and strategic with people they influence and support throughout the sales process.
Sales teams also need to align on each and every customer interaction to maximize impact. In doing so, the sales professional will not only need to understand the customer’s organization in a more meaningful way, but also have a vision into their long-term goals and objectives. Being able to demonstrate an understanding of customers’ goals and speak their language will help build the foundation of long-term trust. This is the aspiration of all good sales professionals, but it’s a high bar — one that requires a disciplined approach to understand customers’ business needs and position your unique business value.
Knowledge is power. By demonstrating value and insight to the correct stakeholders, sales teams will develop trust and alignment with customers. Once your sales team understands that trust is the fulcrum upon which every customer relationship pivots, true business relationships will begin. Trust is a valuable currency that must be earned but never spent. Trust is built one step at a time through practice and research, understanding people and problems, and delivering value.  
Anthony Reynolds is chief executive officer of Altify, a digital sales transformation software company.
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