Why Trust is the Most Important Commodity for B2B Businesses

While building a loyal customer base is difficult in any field, building solid B2B relationships with business customers can be especially daunting. Small to medium-sized businesses, in particular, often find it challenging to set themselves apart from much larger sellers that have long standing reputations, scale, and standardized services.

Koble
04/03/2019

While building a loyal customer base is difficult in any field, building solid B2B relationships with business customers can be especially daunting. Small to medium-sized businesses, in particular, often find it challenging to set themselves apart from much larger sellers that have long standing reputations, scale, and standardized services.

So, how can SMBs set themselves apart from the rest? The key is building trust.

Being a trustworthy B2B business eases buyers’ worries about going with an SMB vendor. Furthermore, it sets the foundation for a long-term business relationship to be built upon.

Trust Promotes Loyalty

Many B2B business relationships involve legal agreements, and things need to run smoothly to avoid a devastating loss or conflict. In many cases, the products or services being exchanged are essential to productivity, which increases the importance of a business trusting you’ll provide them with high-quality service. In short, it’s not the same as simply trusting your coffee from a small cafe will be smooth.

When a B2B vendor can consistently deliver a high-quality service, buyers are more likely to trust that business and continue the relationship. The buyer won’t need to look elsewhere because their needs are being consistently met. Without a solid foundation of trust, buyers may back out when an issue arises because there won’t be a sense of security or rapport and they’ll be less likely to forgive mistakes.

Trust Encourages Honesty

A good B2B business relationship is mutually beneficial and each party should work to ensure the best possible outcome for everyone involved. But, to do that, honesty is necessary. The ability to talk openly in a business relationship drives its success. But breaking down the wall to foster honesty requires a strong foundation of trust. At the very least, there must be an inherent understanding that each party has the same intention and mutually beneficial goals.

Unfortunately, tough conversations are almost always part of maintaining B2B business relationships. However, trust can help you get through these situations. With trust, it’ll be easier to communicate negative information without the threat of seriously offending someone. Once honestly and full transparency is established within B2B business relationships they can operate as a true partnership.

Trust Increases Confidence

In a solid business relationship, buyers are confident in a seller’s competence, motives, and services. They’re confident that you’ll make decisions that are right for their business and the relationship, not just decisions that increase your profits.

When your competence, motives, and services come into question, the focus shifts from relationship continuity to doubting the relationship itself. You want the focus to stay on the benefits of the relationship so that the buyer’s confidence can flourish, which ultimately leads to more satisfaction.

Building Trust

Be A Resource, Not A Salesperson

To build trust in a B2B business relationship, sellers must show buyers that you are a good resource – not just a salesperson. Pushing products or services that aren’t entirely relevant to the buyer leaves you looking desperate and profit-hungry. Be willing to give sound advice, regardless of your bottom line or how you believe the buyer you are working with will take the feedback. The more the buyer benefits from the relationship, without any apparent gain to you, the more trust will develop. The buyer will see you as a valuable asset to the success of their business and will be more likely to trust your judgment.

B2B business deals also require making crucial decisions with a lot at stake. By existing as a voice of reason and a body of knowledge, you position yourself as dependable and essential to the buyer’s daily operations.

Value Each Relationship

To build trust and rapport it’s important to develop personalized relationships with everyone involved in your B2B business relationship. This will help you understand how to better serve the buyer and make each person feel heard and important.

Getting a deeper understanding of each person’s role also helps make communication easier. Knowing exactly who to reach cuts down on unnecessary back-and-forth conversations, making the buyer’s life less stressful. Pay attention to the inner-workings of the relationship so you’ll stay in-tune with the buyer’s needs, helping them trust you to make good decisions for them.

Maintaining Trust

Listen

Active listening is easier said than done, but to continue to earn the buyer’s trust, it’s essential to understand how their needs may change as the relationship develops. Providing the best service possible and maintaining a good relationship requires active listening and proactive solutions. Staying a step ahead of the buyer’s needs alleviates some of their stress. Also, being able to fit their needs when necessary shows you’re flexible and willing to provide the best service possible.

Give It Your All

B2B business relationships can be hard to obtain, and they require maximum effort to stay cordial and lucrative. To keep the relationship functioning well, always provide the best service possible. Keep in mind that many businesses are competing for one buyer and a lapse in performance could potentially end a relationship. Staying prepared and ready puts your B2B business in the position to continue to earn the buyer’s trust.

As a trustworthy B2B business, not only will you gain more loyalty from your flourishing relationships but you’ll also elicit confidence from new business prospects. Maintaining regular contact and holding open discussions will aid you in your journey in securing trust in your B2B relationships.

With Koble, staying connected and building trust via reviews for your B2B business has never been easier. Maintain existing relationships on the platform, all while forming new ones. Use Koble to its fullest potential by downloading the application on the Google Play Store or the Apple App Store.