Not long ago, B2B companies thought customers wanted to buy from great companies. Marketers promoted products and services with self-important platitudes, such as:
1. We are the leader in the industry.
2. We were founded by the smartest engineer in the world.
3. Our products are unsurpassed.
Today, a few companies still cling to this old strategy, but the reality is it doesn’t work.Your customers don’t care how great your company and products are. They just want to be able to trust your company can solve their problems.
Business customers aren’t so different from consumers after all. The purchase process may be more complex and the sales cycle may be longer, but what it comes down to is this: People buy from people. You need to engage with your customers and build trusting relationships to win their business.