Quicksell added that expectation levels should be reciprocal. "I, as a salesperson and business owner, have expectations as well. It must be a win-win for both parties,"
he remarked.
4. OFFER SOCIAL PROOF
Testimonials offer another way to build trust with clients. According to a TechValidate study, more than 54 percent of business-to-business marketers said that sharing stories of their customers using "unbiased third-party customer evidence" was "extremely effective." Quicksell sees the value here and referenced a BtoB Magazine survey where top chief marketing officers were asked about what they look for in a strategic partner. Popular responses, he recalled, were "having an understanding of the client's business, experience in the client's business and excellent creative work."