{"id":18193,"date":"2022-03-02T20:39:09","date_gmt":"2022-03-02T20:39:09","guid":{"rendered":"https:\/\/mailinvest.blog\/index.php\/2022\/03\/02\/unlocking-the-next-level-of-buyer-trust\/"},"modified":"2022-03-02T20:39:09","modified_gmt":"2022-03-02T20:39:09","slug":"unlocking-the-next-level-of-buyer-trust","status":"publish","type":"post","link":"https:\/\/mailinvest.blog\/index.php\/2022\/03\/02\/unlocking-the-next-level-of-buyer-trust\/","title":{"rendered":"Unlocking The Next Level Of Buyer Trust"},"content":{"rendered":"

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On average, buyers are 80% through their journey before they reach out to sales reps \u2014 and more than one-third prefer \u201cseller-free\u201d experiences.<\/p>\n

With the foundation set, Marcus Sheridan kicked off the 2022 B2B Marketing Exchange (#B2BMX) by shining a light on the importance of building trust with buyers to generate more conversions with his keynote, \u201cGood To GREAT B2B Digital Marketing In 2022 & Beyond: From World-Class Website Content To Self-Service Tools, How To Reach A New Level Of Trust, Traffic, Leads & Sales Online.\u201d<\/p>\n<\/p><\/div>\n

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But first, he cleared up a common misconception about \u201cseller-free\u201d buying experiences:<\/p>\n

\u201cWhen buyers say they want a \u2018seller-free\u2019 sales experience, it means they want to do it online, dictate the terms and control their destiny,\u201d Sheridan explained. \u201cIt\u2019s not that buyers don\u2019t want to talk a salesperson ever again; they just want to talk on their own terms.\u201d<\/p>\n

Embracing Transparency To Breed Trust<\/h4>\n

After aligning the audience on his definition of \u201cseller-free,\u201d Sheridan emphasized the need to be completely transparent and honest with website information \u2014 specifically with the areas companies are traditionally uncomfortable discussing (pricing, potential pitfalls and competitors). He put a consumer lens on the topic: When we make buying decisions in our personal lives, we rely on reviews and word-of-mouth accounts with specific budgets in mind.<\/p>\n

\tInstead of hiding the seemingly taboo information behind a contact form and only revealing it once they\u2019re physically speaking to a prospect, Sheridan suggested that marketers should be completely transparent about ALL relevant company information, good or bad. Research \u2014 and his first-hand experiences \u2014 have found that discussing those awkward topics actually breeds trust and increases conversion likelihood.<\/p>\n

\u201cGenerally speaking, whoever gives buyers what they\u2019re looking for is going to get their money,\u201d said Sheridan. \u201cThe reason we get so upset as buyers is because we know, as customers, companies know the answer or at least the semblance of the answer. And because we know they know the answer, and they\u2019re not giving it to us, it feels like they\u2019re hiding it from us. And the moment you feel like somebody\u2019s hiding something from you, the trust is gone.\u201d<\/p>\n

Creating Content By Embracing Honesty<\/h4>\n

For content, specifically, Sheridan referenced three articles from his pool company\u2019s website \u2014 Riverside Pools & Spa \u2014 as out-of-the-box revenue differentiators:<\/p>\n

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  • An in-depth comparison of his specific pool offering (fiberglass) against other options (concrete and vinyl) to ensure buyers were aware of their options;<\/li>\n

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  • An overview of competitors in the area and a quick blurb about their specialties; and<\/li>\n

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  • An honest analysis of the natural weaknesses of his fiberglass pool offerings, accompanied by their best advice to prevent the problems.<\/li>\n

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    While it might seem counterproductive to be completely transparent about potential shortcomings and upfront about competition, the concept is actually simple: All this information is consumed on your website \u2014 not your competitors. From those assets, Sheridan explained that Riverside Pools & Spa has generated more than $10 million in revenue.<\/p>\n

    \u201cWhile you can\u2019t always own the conversations, you at least need to be a part of them,\u201d said Sheridan. \u201cYou don\u2019t have to answer every question, but you need to be willing to address every single one. Marketers should embrace the \u2018they ask, you answer\u2019 philosophy.\u201d<\/p>\n

    With all of that in mind, attendees walked away with an understanding of the content subject matter that generates the most qualified leads, sales and revenue, as well as a better grasp on what \u201cseller-free\u201d buyers are actually looking for.<\/p>\n<\/p><\/div>\n