Instead of making guarantees about specific results, be radically transparent about your process. If you start making guarantees, you start sounding like their previous vendor. Most experienced decision makers know that in a service based industry, like marketing, it’s nearly impossible to make an exact guarantee.
Related: 5 Steps To Build Trust Using Content Marketing 2. According to a survey from TechValidate, 54 percent of B2B marketers said that sharing stories of their customers and experience using “unbiased 3 rd party customer evidence” was rated as “extremely effective.”Įven if your company is new, if you have a well-established track record of success in your previous career (and in the combined expertise of your leadership team and board), you can build trust by reminding customers of your other experience. One of the most important ways to build trust with new clients is to use “social proof” by creating case studies and testimonials to show the real stories of real people who have hired you before. Here are a few key concepts to keep in mind when building trust with new prospective clients: 1. A survey from Wallaroo Media showed that 18 percent of decision makers thought that SEO companies are a scam. If you are selling SEO services, you need to be aware of this. The reality is, as an entrepreneur, you’re not just competing on your own merits, you’re competing against lots of aggressive promises and (sometimes, unfortunately) disreputable business practices that cause your customers to distrust people from your industry. This goes for many B2B verticals, including PR, or even lead generation, the industry that I’m in. While you weren’t personally responsible for this, it probably left a certain level of distrust amongst your decision makers for “vendors like you.” There are lots of sales people out there who will promise that Kim Kardashian will wear your jewelry, or that they can put your company website on the first page of Google, or that they can generate lots of easy sales leads coming your way. You need to build trust in any sales relationship, and especially in ones where there is a chance that your decision maker has previously had a bad experience. Related: 6 Warning Signs You May Be Dealing With an SEO Scam Artist You’re probably thinking, “I have done such a great job for my employer, I can do this same type of service for others.” Even if you’re great at what you do and you offer a valuable B2B service, it’s important to understand your industry’s overall reputation and to empathize with the experiences that your prospects might have had before with your competitors. As an example, you did a great job with SEO for the company you worked for, and have now decided to start your very own SEO firm.
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