Using trust-building conversations — Chris Beall // ConnectandSell

As B2B leaders, we often think about all the software we have and all the fantastic people we hire. We're so directed towards ensuring they're hitting the number of outbound emails, and there are good conversations where we push features and functionality out in the marketplace. But sometimes, we miss a critical element: how do we build trust in those conversations? Listen to Chris Beall, the CEO of ConnectandSell, as he discusses using trust-building conversations.
About the speaker

Chris Beall

ConnectandSell

- ConnectandSell

Chris Beall is CEO at ConnectAndSell

Show Notes

  • 02:07
    The tenets of trust building in B2B sales
    A B2B buyer has to trust the seller more than they trust themselves with this decision because the seller's an expert. The buyer can never be an expert to the degree the seller is an expert.
  • 05:43
    How long does it take to get trust?
    Seven seconds. What do you have to do in those seven seconds?
  • 08:18
    How much of a career risk is B2B sales?
    It's gotten worse because of the number of technical, workflow, acceptability, and adoption integration points. Everything we buy has to work with everything we have, but we don't know how everything we have works. And the failure points are now spread all over the place, showing up as a lack of adoption or business impact, either one of which puts my career at risk.
  • 12:48
    How to cultivate trust quickly
    The most important thing is to recognize the emotional state of the other party at that instant.
  • 16:10
    Allaying buyer's fears
    On a cold call, tag yourself as a bad person, ask for 27 seconds to say why you called, and keep to your promise.
  • 20:37
    How effective is the cold call opening strategy?
    The effectiveness and efficacy rates of the cold call opening are about 90%
  • 26:33
    What's your go to market strategy in competitive situations?
    Build trust. Your competitors will find it hard to displace that trust.

Quotes

  • "In B2B, people aren't risking their money; they are risking their careers. When they buy something from you, they're putting it all on the line. And we don't think about that much as salespeople." - Chris Beall

  • "We lose to no decision, and we lose to that famous competitor called "do nothing" almost every time for a simple reason. We don't get to the needed trust threshold for a B2B buyer to risk their career." - Chris Beall

  • "How long does it take to get trust? Seven seconds. What do you have to do in those seven seconds? We just have to show the other party we see the world through their eyes and demonstrate that we're competent to solve a problem they have right now." - Chris Beall

  • "It's gotten worse, and it's gotten bigger. And the reason it's gotten bigger is the number of integration points, technical integration points, workflow integration points, acceptability, and adoption." - Chris Beall

  • "Everything that we buy has to work with everything that we have, but we don't know how everything we have works. And the failure points are now spread all over the place, showing up as a lack of adoption or business impact. Either one of which puts my career at risk." - Chris Beall

  • "The actual emotional state of a person when you cold call them is feartheir fear of you, the invisible stranger. In the environment of evolution, the worst thing in the world is the invisible stranger." - Chris Beall

  • "The effectiveness and efficacy rates of the cold call opening are about 90%. The stay-on rate is when somebody executes as they've been taught." - Chris Beall

  • "Marketing language kills cold calls every single time. It's guaranteed death." - Chris Beall

About the speaker

Chris Beall

ConnectandSell

- ConnectandSell

Chris Beall is CEO at ConnectAndSell

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