Here’s an important question, but one that you must answer honestly . . . do your buyers trust your company?
A few years back, I discovered an excellent blog post in Forbes by contributor and B2B consultant Christine Crandell “Influencing Your Buyer”. I still often refer back to it in conversations with clients.
Here’s a quick digest of some of Crandell’s key points that resonated the most with me:
Customer case studies are one of the best ways to gain the trust of your buyers and offer proof. If a buyer has any doubts about the content of specific case study — or if the claims it contains just seem “too good to be true” — your buyer can always contact your customer for verification.
Why not take a few moments now to stop and ask yourself . . . “What (if anything) is our company doing to cultivate the trust of our company’s buyers?”
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