Navigating Trust in B2B Enterprise Sales

The recent survey conducted by Ian Bruce, VP, Principal Analyst, at Forrester has sparked discussions about trust in B2B enterprise buying. According to the survey, professional colleagues and peers are the most trusted group, with 90% of respondents stating that buyers trust peers in their industry. Another 85% believe that they trust the customers of vendors in their industry.

Interestingly, the survey also suggests a high trust level in industry analysts, with over 80% of respondents believing that buyers trust these professionals. While this finding could indeed be valid, it’s worth noting that Forrester, a renowned industry analysis firm, carried out the survey. As such, there may be some inherent bias in emphasizing the role of industry analysts in the buying process.

In contrast, salespeople from vendors came out as the least trusted group, with only 29% of respondents granting them trust. This brings us to the question: If the salesperson is no longer the "trusted advisor," how can businesses redefine their role to foster trust?

Modern companies like Slack and Shopify have taken the lead in addressing this trust deficit by transforming the role of their sales teams. They have moved from traditional sales roles to 'Customer Success' and 'Industry Consultant' roles. These professionals work closely with customers, understand their unique challenges, and offer personalized solutions rather than just pushing products. This shift has resulted in increased trust from clients, as they feel understood and valued.

To further enhance trust, companies can adopt several strategies:

1. Train the Buyer: Companies can build trust by empowering their buyers with the knowledge they need to make informed decisions. HubSpot, for instance, offers a wealth of educational content, including blogs, webinars, and free courses, that guide customers in understanding and implementing inbound marketing and sales strategies.
2. Train the Community: Building a community of knowledgeable and engaged users can be an effective strategy to foster trust. Salesforce's 'Trailblazer Community' is a prime example of this, where customers, partners, and employees collaborate, share knowledge, and even help shape product development. This approach turns customers into brand advocates, further enhancing trust.
3. Value-Based Marketing: Marketing efforts should focus less on product functionality and more on the value a product or service brings to the customer. Apple's marketing campaigns are an excellent example of this strategy. They rarely emphasize technical specifications, choosing instead to highlight how their products enhance users' lives.
4. Leverage Independent Voices: Inviting industry analysts to webinars or podcasts to discuss industry trends or challenges can add a layer of trust. Encouraging satisfied customers to share their experiences publicly, through case studies or testimonials, can also amplify trust levels.
5. Implement a Customer-Centric Sales Approach: Companies can train their salespeople to understand the specific needs and challenges of potential clients. This shift from a product-centric to a customer-centric approach can significantly improve trust. For example, IBM's 'Industry Consultants' don't merely sell products; they provide tailored solutions based on a deep understanding of the client's industry.
6. Transparency and Honesty: Companies should strive for transparency in their operations and honesty in their communications. These practices will help build a strong foundation of trust. Buffer, a social media management platform, is known for its radical transparency, even publicly sharing their revenue and salaries.

While the findings from Forrester's survey should be considered, it's evident that the landscape of trust in B2B enterprise buying is evolving. Businesses need to reconsider their strategies and roles to foster trust. By training buyers and the community, focusing marketing on value, and transforming the role of sales teams, businesses can gain the trust of B2B buyers and succeed in today's competitive market.

‍