There are many forms of trust in high value sales for B2B publishers. You may already be thinking of some that are not in this blog. Let me describe three that are top of mind.

Trust Between Salespeople and Buyers

This is the most obvious form of trust in high value sales for B2B publishers. Buyers must understand what’s specifically being sold, and it’s up to salespeople to establish trust that leads to this understanding. Without it, prospects are unlikely to buy; worse yet, they are likely to be angry after sales have closed.

Trust Between Publishers and Salespeople

This form of trust is straightforward. Publishers must educate salespeople on every detail of the service being sold. Salespeople should trust that they are representing publishers entirely. Compensation should have absolute clarity. In these ways and others, trust between the publisher and the salesperson must be complete.

Trust in Salespeople Individually

I think this is the most important form of trust in high value sales for B2B publishers, and perhaps one that is least discussed.

Salespeople must trust in themselves to understand the content being sold – and know it cold. Especially when the publisher’s content is highly technical, the expertise of the editorial team may not have fully transferred to the sales team. Salespeople must trust themselves to close this gap in order to close sales.

 

Salespeople must also trust in themselves as they approach high-level decision makers at prospect companies. They must trust in their optimism and good-natured professionalism as purchase decisions take more time. This trust applies not only to specific opportunities, but also to their pipelines as a whole.

This is a complex topic. Let’s discuss.