If I asked you what the number one factor is that impacts a B2B buying decision, what would you say?
If you said word-of-mouth and positive reviews from peers and colleagues, you’d be correct. Potential buyers consider peer reviews to be more trustworthy because they come from a shared experience. In addition, customer feedback typically includes anecdotal information with relatable details that provide credibility and create customer trust.
It’s simple. Buyers trust their peers more than they trust vendors.
Unfortunately, most sellers wait until they’re deep into a sales conversation with a buyer to offer up social proof, if they even offer it at all. Because individuals tend to be swayed by the choices of their peers, sellers should expose buyers to the positive experiences others have had with their product or service.
To quickly build customer trust, you should proactively connect prospects with existing customers early in the buying process. In some cases, that should be the first touchpoint before they even get to you.
Here are four reasons why you should make this a standard practice:
Instant Customer Trust with Real-World Proof
Prospects are often skeptical of customer reviews, case studies, quotes and other marketing claims, no matter how compelling. They wonder: Is that quote from a current customer? Did they write it, or did someone in customer success write it for them? Were those G2 reviews paid for? (Come on, we've all wondered that.)
Hearing directly from a current customer (bonus points if it's a customer they already know), creates validation and trust and provides an authentic experience. These interactions are usually viewed as being less biased, as they tend to provide both the positive and negative sides of their encounter. Potential customers like to know what to expect.
Satisfied customers can share the concrete results of using your product or service: how specific issues were resolved. This real-world validation enhances customer trust and is often the nudge prospects need to move forward in the sales process.
Accelerates the Decision-making Process
If your prospect is already educated, has talked to customers, and knows what to expect, the deal is likely going to close faster. The positive feedback from customer reviews tends to ease any concerns a potential customer might have. They are then more likely to see themselves reaping rewards from using the product or service offered and become eager to obtain it.
Deal cycles are long, with too many competitive options to choose from. Connect prospects with your current customers, and you’ll help them cut through the noise and reach a decision faster. Hearing about successful customer interactions helps prospects to feel like they are making the right decision without having to sort through more possibilities.
Your prospects have burning questions that they want unbiased answers to. Your raving customers can provide that exact experience. This will create customer trust and a powerful bond with the product or service, making additonal research unnecessary.
Enhances Credibility and Differentiation
Competition is fierce and customer trust can be hard to come by.
Products are easier to copy now more than ever, so standing out from your competition is critical. An easy way to do that is to provide outstanding customer service. This can begin by connecting prospects with colleagues who can speak to the excellent quality of your product or service.
If you’re a buyer evaluating two vendors, who are you going to trust more:
The one that proactively connects you to one of their customers, or the one that tries to control the narrative through a structured sales process?
Embrace this community-building approach as a vendor and you’ll signal confidence in your product and transparency in your dealings. To enhance customer trust, individualize their experience and deal with questions honestly and in a timely manner.
This positions your company as a trustworthy partner, not just another vendor.
Encourages Advocacy and Strengthens Customer Relationships
Involving your customers in the sales process doesn't just benefit your prospects, it turns loyal customers into brand advocates and deepens their loyalty. Customer trust is not only maintained but spread through this community-building process.
When you ask a customer to share their experience with a prospect, you are signaling that you value their opinion and see them as a key part of your community. This can build a powerful bond which causes them to communicate with others the benefits they have encountered by working with you.
Finally, satisfied customers who articulate the benefits of your product often gain a renewed appreciation for it, reinforcing their commitment to your company. This, in turn, makes it likely they will take part in other activities that promote your product, leading to an expanded reach.
Connecting your prospects with existing customers is more than just a smart sales tactic—it builds customer trust, closes deals faster, and strengthens relationships. If a prospect hears from a satisfied customer, they are likely to see themselves as profiting from your product. The prospect also has the opportunity to discuss any concerns they might have about the product and to learn about how the product addresses specific issues. This tends to expedite the decision-making process while building community.
We all want to be trusted advisors. This empowers your prospects to make confident decisions while also turning your customers into loyal advocates. If you haven’t already, consider making this strategy a cornerstone of your sales process.
