A brief tale about why building trust in marketing should be a priority.
Life for the business was like being in a canyon. Horizons were limited by experiences and existing systems. It felt safe but limiting. Jeff suspected there must be more to the world than he could see.
Then along came the B2B marketer…
‘It could be so different for you. Our solution will transform what you can see and what you can do. Just grab hold of this rope and let us lift you out from your shaded canyon.
‘Emerge into the light of the plains above. Breathe in the opportunities. Come and see the far off glittering cities of efficiency and prosperity that await. You can be the hero of the story.’
‘Sounds tremendous – life-changing even.
But… What about that rope? Is it strong, what’s it anchored to? Can I trust it?’
If the rope fails Jeff knows he’ll be the one plunging downwards past the faces of his colleagues. Some sad, some dismayed… And some secretly glad (‘silly boy – should have stuck to what you know rather than getting fancy ideas’).
And here’s the biggest irony of all. The more the B2B marketer reveals about a business transformed, the higher and steeper the walls of the walls of the canyon seem to grow.
The rope becomes ever more significant.
Selling opportunities is great, but…
Surely the size of the potential gains are all that’s needed to move your prospect to action? So we B2B marketers like to talk about the opportunities our solutions will bring. (Or, more often, talk about the solution and hope people will see the opportunities for themselves – but that’s another story).
Meanwhile, for your prospect’s anxiety about the strength and security of the rope becomes an ever-present voice in their head. The voice urges caution.
Prospects sometimes make ‘irrational’ decisions. But from the perspective of personal and career risks those decisions are entirely rational.
This all underlines a simple truth that B2B marketers need to understand. Deep down the B2B buyer knows they have more to lose than gain from any purchase decision. If it goes well they’re ‘just doing their job.’ If it goes badly they could be looking for a new one.
If they make the safe ‘conventional’ choice they’re less likely to attract criticism when problems happen. Anything that looks remotely like risk is a barrier. And with a supplier they don’t know, perceived risks are multiplied.
‘Why did you hire this bunch of clowns?’ is a question nobody wants to even think about having to answer.
Behavioural science guru Rory Sutherland does an excellent job of explaining the psychological gameplay of B2B marketing. The point above is one you need to grasp – eliminating perceived risk and uncertainty should be priorities in your marketing communications.
This matters because B2B marketing tends to focus on opportunities and customer benefits. It’s harder to see the world the way your buyers do.
All the added value in the world can’t compensate for the fear of losing your reputation or job.
How do you build trust in marketing?
Here are some suggestions for reducing the perceived risk of becoming your customer:
- Make it clear to prospects that you understand their problems and have solutions they can implement.
- Make your marketing content as clear and easy to follow as you can.
- Make the buyer’s journey clear and obvious – avoid offering too many choices or pathways.
- Provide proof of successful delivery and customer acceptance.
- Avoid making vague unsubstantiated claims about your capabilities.
- Use language and imagery that reinforce trust.
- Social proof – so prospects don’t feel like a risky outlier.
It always helps to put yourself in your prospect’s shoes. Take a look at your offer from their perspective, taking into account how well they know your business. Where would their perceived risks and uncertainties be? How can you make them seem less significant?
There’s a reason why incumbent suppliers nearly always have an advantage. Even if their delivery is far from flawless it’s a known quantity and already factored into the decision.
Finally, never underestimate the value of simple clarity. Rory Sutherland refers to this as aiming to be the least ambiguous choice. Anything your prospect doesn’t understand or see the relevance of just reinforces the underlying sense of risk.
If you need help presenting your marketing story so prospects see more opportunities and fewer risks – get in touch.