Lies

Only 18% of buyers trust salespeople, according to a survey of thousands of B2B buyers by the RAIN group.

When I’ve dropped this stat before, I’ve heard lots of people say “I’m surprised it’s that high.”

So why do we have this stereotype of the sleazy salesperson only interested in commission?

It’s precisely because salespeople are taught they need to “sell”.

The reality is buyers are 100% in control of their decision, and they hate being pushed and cornered with sleazy tactics like:

❌ Fake end of quarter discounts - this makes salespeople look desperate and devalues your products

❌ Hidden lines in contracts related to contract lengths and renewals

❌ Made up statistics or fake case studies

So what’s the alternative?

Focus on guiding your customer to make the decision that’s in their best interest and:

✅ Identify challenges they’re facing by asking good questions and being curious

✅ Provide solutions to those challenges through stories NOT jargon

OK that’s the basics but to build more trust:

✅ Introduce them to other people who can help

✅ Make useful content related to those challenges they can implement WITHOUT YOU

✅ Send content that others have authored that’s also useful

If you think this is nonsense, ask yourself this:

Would you rather close a 50k deal that is not in your customer’s best interest so they don’t renew?

OR

Turn a customer down, send them to a competitor but make a friend for life who 2 years later gets promoted and buys a $300k contract off you?

Play the game of life. The eternal game.