How to gain customer trust and close more deals [B2B ecommerce vendors]






Trust is an integral part of any meaningful human relationship. At work, trust must exist between leaders, teams and co-workers. In business, trust is built between a brand and its customers. Without trust, a company’s long term success is in jeopardy, and they would simply cease to exist.


Just like you and I as individual customers want to make the right decision when we want to purchase something, B2B buyers looking to purchase your technology offering want to do what's best for their organization. They want a reliable, good quality product from a credible, trusted vendor that will help solve their problem and achieve their business outcome.



Unfortunately brand trust doesn’t come easy





Building trust is a slow process, it is earned over time. Before we look into how to gain customer trust, let’s briefly look at why it is important to build trust with your B2B buyers.




Brand trust drives





How to build trust with modern B2B buyers


Customers grant trust based on ethics of the company and delivery on their promises. A company’s reputation and it’s brand perception is critical. If a customer has previously done business with you and has had a positive, trust filled experience, they are likely to do business with you again. But what if you are new within the industry still building your credibility and there are other well trusted brands out there that you are competing with, where do you start?


1.Understand buyer’s needs, challenges and goals - Buyers like to see that you understand their needs, challenges, goals and objectives. They also want to know that you truly understand their business, industry, customer behavior and trends. When you demonstrate that, it raises their comfort level and trust in you. What are they specifically looking to do - launch their ecommerce business, upgrade from existing legacy systems, partner with smaller stores to directly sell to customers? Buyers are not looking for a one off transaction, they are looking for their right, long term partner who will be with them through their digital transformation journey, now and in the future. They want to see your level of commitment towards them. Do you have their best interest at heart or do you just want to make a sale? Use empathy in your sales and marketing to show that you genuinely care about their reputation and business outcome.


2.Transparency - Technology buyers spend 65% of their time reviewing information or talking to other organizations or people . When buyers are considering you as a potential technology vendor, they are interested in learning not only about your commerce offerings but also relevant facts about your business. They want to know how you work, what your policies and business practices are, what other customers think about you and the general market feedback. Since buyers begin their research process online, use relevant content and right messaging that resonates with your buyers, to share facts, contextual insight and data supporting your brand, product, technologies used, processes, promise and claims. Be open and honest.



3.Enable your buyers - Technology buying is a long, complex process and buyers reward those that simplify it by providing them with the right, high quality information and tools they need to navigate various stages of their buying journey. Your website is typically where the buyers will first stop to learn about you. Think of everything you can provide using deep industry and customer knowledge that will help them. White papers, Research reports, Trend Reports, Product demo, Free trials, Competitor comparison, Buyer’s guide, Replatforming guide are some examples. Focus on assisting digital customer interactions by providing them immediate answers via chatbots and self service material is also useful.



4.Core values and your why - 64% of business buyers like to do business with vendors they share core values with .What are your core values, mission, vision and your “why”? Have you clearly defined what is important to you, what you stand for, why you do what you do, what is your overall vision and focus?