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Crazy Makers, Trust Busters And How Customers Get Even
Christine Crandell / Forbes / August 3, 2013
Much of today’s discussion on B2B customer experience focuses on interactions. What is the buyer doing? What content are they interacting with and where? How can sales engage with the buyer earlier? While understanding the specific actions and motivations of buyers is important to delivering a valued lifetime customer experience, it is not everything.
An area that most sellers overlook is how buyers go about establishing trust. The belief is that trust between a buyer and seller is based on chemistry, responsiveness, and the relevance and accuracy of content. That explains why Marketing spends an inordinate amount of resources on content, web design, social media, and technology to track buyer actions. It also explains why Sales focuses an equally inordinate amount of time on establishing digital and physical relationships with buyer.
B2B buyers, however, build trust differently.
While chemistry, relevance and accuracy are important, buyers see these as baseline behaviors. Alone, these trust builders will not differentiate you, they’re only table stakes.