In every relationship TRUST is a very big factor.
In a B2B situation , its an even bigger issue ,because the person who’s going to be your sponsor for whatever your product or service that you sell, cannot afford to fail.
The fear of failure in B2B environments is even bigger than when you deal with consumers. Any B2B environment whether corporate, government or semi government, all have multiple hierarchies involved.
So the person you deal with can’t afford to fail in front of her peers, in front of her boss and her boss can’t fail in front of her (the boss’) peers. The larger the organization the bigger the problem.
That’s one key reason why there’s so much inertia in making decisions in organizations. This inertia causes large organizations to fail in the long run, which is another story.
For a product manager or marketing manager or sales person, its not about how good your product or service is, its more about how much does the prospect TRUST you. Fear falls only when Trust increases.
If you can’t build the Trust, the prospect will go with the incumbent vendor or technology or partner because then at least people will not directly blame her for failure. There used to be a saying in IT circles ” No CIO got fired for choosing IBM” . IBM was the default standard at one time for information technology. They were more expensive than most, but still picked up business because they were trusted.
As a product or marketing person, your primary responsibility therefore is to figure out, how you can build trust around what you “sell”, that will ease the process of getting traction in the market. If you see some of my earlier posts, I have spoken about how education is one of the best forms of building trust.
Till next time then.