The Edelman Trust Barometer Shows Cracks in Trust

The Edelman Trust barometer has actually showed cracks in trust between consumers and brands over the last five or six years. It's trust with things like, how are you using my data? Are you selling my data? If there's a breach, are you telling me about it? And yes, on both of those, I think we are in a crisis of trust now.

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Tiffani Bova is the Global Growth and Innovation Evangelist at Salesforce, a WSJ best-selling author, and the host of the What's Next! Podcast. The future of B2B selling is increasingly leaning on long-term customer relationships and building trust.

Tiffani digs into allowing sellers the autonomy to sell in the most agile and effective manner, either virtually or face to face. She comments on why sellers should meet buyers where they are in their buyer journey and read to gain insights on customers. She also offers the top 5 tactics for success in the next 1 to 2 years.

HIGHLIGHTS

Engage with customers either virtually or face to face
The buyer journey: Categorize your buyers into 4
Both brands and sellers need to earn the buyer's trust
People processing: Manage sellers with more autonomy than control

QUOTES

Your reputation and how you show up are the only factors sellers can control - Tiffani: "The only thing a sales rep can control, the one and only thing, is the way they show up in front of a customer. That's the only thing you can control. So are you trustworthy? Are you knowledgeable? Are you adding value? Do your customers want to meet with you?"

Building trust matters more than trying to close every deal Tiffani: "You have to become a master asker and then you have to be really good at listening to what your customers are telling you and, as a salesperson, it may mean back off from a deal, hold for a month, call them back later, but that's that empathetic understanding kind of conversation that isn't just based on the agenda of closing business."

Tech is not the problem, people processing is Tiffani: "Change is hard, and I think when it comes to revenue, sales leaders are worried about disrupting the apple cart and actually making changes into the business like what we're talking about because they feel like what they've always done works. And I just don't believe that that's a recipe for success going forward."

Find out more about Tiffani in the links below:

LinkedIn: https://www.linkedin.com/in/tiffanibova/
Twitter: https://twitter.com/tiffani_bova/
Podcast: https://www.tiffanibova.com/whats-next-podcast/

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