The Great Divide Between B2B Buyers and Sellers

Even if you weren’t one of the 44 million viewers who watched “Game of Thrones” final season, you’re likely familiar with a few of its elements: It’s a fictional world where noble families battle for power; it has dragons and other supernatural elements.

That’s as far as my personal knowledge extends. Though, I know several people who are huge fans of this franchise, despite not being fans of fantasy or sci-fi.  

How did George R.R. Martin and HBO pull that off? How do you create such a phenomenon that draws in so many people?

It all starts with a simple storytelling technique: suspension of disbelief. Viewers can accept a fictional world if the relationships and emotional resonance are powerful enough.

What does this have to do with B2B sales?

Everything.

Think about it for a moment. When you meet a buyer for the first time, they know three key facts:

● They know that you have a number to hit.

● They know your compensation is based on the revenue you bring in.

● They know you win when they buy.

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And yet, there is a suspension of disbelief—both seller and buyer look beyond these facts… at least at first. You have a limited window to build human-to-human connections through trust and credibility. While it might seem small, failure to do this effectively will severely hinder your chances of closing the sale. After all, we have fewer and fewer interactions with potential buyers, and it’s a trend that will continue, which makes it all the more crucial that we maximize those opportunities to build human-to-human connection.

With this in mind, I want to walk you through the three pillars of building trust and credibility in any B2B sales opportunity.

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Genuine Curiosity Means More Closed-won Sales

When curiosity is expressed through thoughtful questioning and active listening, it is the cornerstone of meaningful business relationships. It shows genuine interest in your prospect's needs and elevates the conversation beyond mere transactions.

To do this effectively, formulate open-ended questions that are direct and simple. After you’ve put in the work to research your prospect and their business, it will be tempting to showcase your knowledge. Instead, showcase your curiosity with informed and well-crafted questions.

While our brains comprise only 2% of our bodies, they consume 20% of our energy reserves. It takes energy to untangle complex trains of thought. Our brains are hardwired to avoid energy expenditure like this whenever possible, so you must make your questions simple and impactful.

Start by writing down 6-10 questions you might ask on the call. Then, cut two or three words from the question. Then do it again. Avoid conjunctions, use simple language and remember not to lead the prospect in any way. When you do this, you’ll make it easy for prospects to answer and gain crucial insight into their world and pressing business needs.

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Building Trust Across the Buying Committee

The two fastest routes to building trust are authenticity and accurate follow-through.

When you meet a new person in a professional context, where do you go to find out more about them? That’s right—straight to LinkedIn. Ask yourself: How many times do you post on LinkedIn weekly? What’s your take on the emerging trends target personas care about? What separates your voice and perspectives from those of your company, competitors and other sales professionals in your industry?

You get the idea. Yes, be professional, but above all else, be authentic.

When it comes to accurate follow-through, it may seem small at first. However, trust is built incrementally: when you follow through on what you agreed to, trust goes up, and when you don’t, trust goes down. That’s why it’s vital to not over-promise during client interactions, know what you’re empowered to offer during negotiations, always add value and follow through in a timely manner.

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Make it Easy for Buyers to Buy

There’s a crucial fact that sellers overlook about their buyers: buying isn’t their job. They have no training on how to buy; they have another full-time job; and depending on the magnitude of the buying decision, they might only do this a few times in a several-year span.

Make it easy for them.

Step one is to develop a mutual plan in writing—this collaborative document is a shared understanding of a company’s critical business issues and the activities needed to resolve them. Gaining confirmation to this agreement gives everyone a clear roadmap to value realization.

Step two is to make this accessible and actionable. By incorporating mutual plans, supporting content and a direct line of communication into shared environments like digital selling rooms, you provide the prospect with everything they need in one place—and should they have questions, you’re only a click away.

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As interactions with potential buyers become fewer and far between, establishing trust, authenticity and genuine human connection is more crucial than ever. By focusing on these elements, you position yourself as a trusted advisor, someone who understands the unique challenges your buyers face and is committed to helping them navigate those challenges. Remember: Every interaction is an opportunity to build lasting relationships that transcend the transactional, creating value that both you and your clients can rely on.

For more selling advice, check out:

● "It’s All About Pipeline: Help Your Team Build, Fill And Manage It" in Forbes

● A recent episode of The B2B Revenue Executive Experience: “Mastering the Art of Cold Calling with Jason Bay”

● Our latest ebook: “Innovate or Stagnate: Lessons from 350 Revenue Executives”

As always, Sell with Value,

-Julie