There are some people who are absolute whizzes when it comes to running businesses or securing work, but when it comes to interaction with clients, they suddenly fall to pieces. This is because B2B client interaction can be difficult, and the more official you try and make it the more difficult it becomes. You don’t panic when you are going to meet your best friend for a few drinks after work do you? Yet, if you are meeting a client, you may be one of those people who goes into meltdown and either ends into robot mode throughout the meeting or simply turns into a nervous wreck.
The reason behind this is that some people become far too official when talking with B2B clients. Of course, you need to maintain a certain level of professionalism when talking to clients. However, you also need to remember that your client doesn’t want to talk to a robot that is spouting what they think the client wants to hear. Your B2B client wants to speak to someone who is going to provide them with useful information about a product or service, is going to be approachable and able to answer their questions, and most importantly is going to be upfront and honest with them.
When you drop that official ‘sales front’ that many people take on when talking to a client, you will find that it is far easier to talk to them on a more personal level, and this is a key part of building trust. There are many benefits to building trust with your clients, one of which is that you will find it far easier to relax and chat with your clients and vice versa – this alone makes for a more successful B2B client relationship.
Key ways to build trust
There are a number of key ways in which you can help to build a more trusting client relationship. Remember, this trust is something that is built gradually but it is vital that you sow the seeds of trust from the very first time you meet your client – as they say, first impressions are everything. Some of the important qualities that are vital to building trust include:
Being able to listen: Far too many sales and business people steam into meetings with clients and from the moment they start talking, they don’t pause for breath. Even if the client does get the chance to speak, some simply get ignored with the B2B sales person simply skimming over what they have said and continuing with their sales patter. A huge part of building trust is showing that you are listening to the client, empathizing, discussing, and offering solutions.
Be open: Of course, nobody expects you to go into a meeting and give your clients all the ins and outs about your life. However, dropping in a few little personal bits of information – for example, telling your client about the holiday you’ve just booked or the fishing trip you took your son on at the weekend – is a great way to break the ice and put things on a more personal level.
Involve your client: No client or customer wants to sit there and be talked to by someone who looks like they have been practising their sales patter in the mirror for days. In order to build trust, make sure you involve your client when you have meetings. Listen to what they say, encourage the client to ask questions and offer opinions, and make the client part of your sales process rather than just the target of it.
Be spontaneous: Many people who are involved in B2B sales have a very polished and practised sales speech and are terrified of veering off it. However, this is exactly what puts you at risk of coming across as a robot without emotion or trustworthiness. Of course, you should know what you want to say but don’t be rigid about it. Don’t be afraid to improvise and be spontaneous, as this will make you come across as far more natural.
Be humorous: Nobody will expect you to walk into a meeting and do half an hour of stand up comedy, but a little humor works wonders for breaking the ice, easing the pressure, and ultimately building trust. If and when appropriate, just adding a twist of humor can make people warm to you more quickly and trust you more easily.
These are just some of the vital qualities that you need to try and use in order to establish trust and build client relationships.
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