Even in the business world, people buy from or work issues out reasonably (and easily) with those they like and trust. Listen to Hank Barnes discuss the importance of trust with the enterprise buyer and what building trust means.

Transcript

People say you don’t buy from people you don’t like, you don’t buy from people you don’t trust. And when we talk to buyers, what they tell us that if they don’t trust a provider, you know all things being largely equal they’re not going to buy from them.

There’s sometimes circumstances in the enterprise world where they don’t have a choice, but that’s going to actually start the rest of that project off on a pretty rocky footing. But what we are seeing when we think about what trust is doing to this, is that it really is forcing this push where they’re constantly looking outside. So as an enterprise marketer, if I focus all of my efforts on the communications directly between me and the people I want to sell to, I’m missing a whole realm of people and activities that they’re really engaging in.

To build trust it’s not about what I say about myself, and in fact the more that we talk about that you’re trustworthy, the less people will believe you are. What you need to do is to get others to say that you can be trusted.

People say you don’t buy from people you don’t like, you don’t buy from people you don’t trust. And when we talk to buyers, what they tell us that if they don’t trust a provider, you know all things being largely equal they’re not going to buy from them.

There’s sometimes circumstances in the enterprise world where they don’t have a choice, but that’s going to actually start the rest of that project off on a pretty rocky footing. But what we are seeing when we think about what trust is doing to this, is that it really is forcing this push where they’re constantly looking outside. So as an enterprise marketer, if I focus all of my efforts on the communications directly between me and the people I want to sell to, I’m missing a whole realm of people and activities that they’re really engaging in.

To build trust it’s not about what I say about myself, and in fact the more that we talk about that you’re trustworthy, the less people will believe you are. What you need to do is to get others to say that you can be trusted.