It’s showing again and again that transparency makes sales no matter what business you’re in. Well, at least 45% of buyers surveyed thought so. When a vendor is upfront and open about their products capabilities and limitations it starts to create trust which leads people into taking action in buying.

This boils down to three things: transparency, trust and the transaction. Your customers want to understand what they are getting and what does it all mean.  They also want to know they can rely on you to deliver.  The last step is to not trip over the transaction, make it easy – the easier the better.

Many vendors feel that they are upfront about their product limitations but the buyers seem to feel differently. To mend this, it’s up to vendors to come up with creative ways to shift the buyers perspective.  Provide good testimonials and case studies, show data and past experience.  Demonstrate the similar products and services you’ve delivered.  Help your customer see connections.

Another factor in improving vendor purchases in showing an extensive ROI plan. This eases buyers tensions when they are convinced that their money will be made back. It also can create trust by showing the buyer you’re willing to do their work for them. The more evidence you have to back up your claims the better of course!  B2B sales is a trust business.  Build it in order to get more sales.

Image Credit to Marketing Charts