When evaluating new products, B2B buyers don’t want to speak with sales reps. After all, why should prospective buyers trust someone whose greatest motivation is likely to be hitting their monthly sales quota? That is why prospects may ignore attempts you make to build a relationship over the phone or via email.

Instead, they seek advice from peers who’ve already tried your products and are willing to share their positive (or negative) experiences. They’re turning to their personal networks, social media, and third-party review websites for helpful product insights. It doesn’t mean that sales teams and reps aren’t necessary. But you’ll need a new strategy to connect with customers in more meaningful ways.

If you leverage your happiest customers’ stories and networks, you can each new prospects and gain their trust before they ever speak with a sales rep. By…

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