While navigating the new B2B sales funnel, prospective customers devote a lot of time to consideration and research before ever making a purchase. It is the marketer’s job to find a way to move them from problem to solution in the form of a sale. The only way to do this, it seems, is by building trust.
Prospects are more inclined to purchase when a sense of trust has been developed with a particular company. Marketers must consider whether or not they are building this confidence – and how to do it best.
Here are some ways to establish trust with your customers:
Identify yourself as a leader in your industry. Present solutions for the problems you know your customers face. This builds trust, giving customers the feeling that you actually want to help them, rather than just make a sale. Establish yourself as a generous leader in the field by providing resources and tips, rather than just a product.
Last month on this blog, we discussed the importance of creating brand empathy – the perception that your company cares deeply about its customers’ problems and needs. Customers should feel that you have genuine concern for their challenges and want to help solve them. For more help in this regard, download Movéo’s Brand Empathy White Paper.
The most valuable way to build trust is to listen to your customers. Ask your sales force what problems customers are mentioning, and tune in to customer conversations taking place on social media. Most importantly, show customers that you are willing to respond. Answer their questions, improve your product, and meet their needs.
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