Survey after survey indicate that customers do not trust salespeople. I believe one big reason salespeople are not trusted is because they are more interested in selling their solution rather than aligning with the customer feelings and emotions about the problems they face. Salespeople who don’t show compassion can come across as pushing product or seem more interested in meeting their target or commission plan even when their good intent is to show the customer how their product can solve problems.

How well you inspire trust with your B2B customers can be your competitive advantage or kill the sale. Effectively building trust leads to healthy long term customer relationships that is a win for both you and your customer. With customers limiting their “exposure” to salespeople, quickly establishing trust is a must to move the sales process forward.

Digital and virtual processes have accelerated through Covid. I was caught a bit flat-footed to understand and learn how to employ this advanced digital world until Microsoft contacted me to be their facilitator for their “Fast Forward” series on sales productivity.