Boost Visibility and Rapidly Build Trust in B2B Technology Sales

In the fast-paced world of B2B technology sales, building trust and relationships is the core of growing your client base. Visibility plays a crucial role in establishing thought leadership and connecting with prospects. In this post, we'll explore three effective strategies to enhance your visibility, accelerate relationship-building, and nurture sales efficiently.

First, it is important to Distinguishing Between Marketing and Visibility (so if you haven't already seen our earlier post - check it out now).

For professionals navigating the intricacies of technology sales, visibility has emerged as a linchpin. In a landscape where trust and credibility are paramount, being seen, recognized, and remembered can make all the difference.

Take my recent success in securing a substantial deal with a contact from the early 2010s. Personal connections played a role, but it was the professional visibility cultivated over the years that brought the opportunity to the surface. Staying top of mind, making targeted asks, and consistently demonstrating thought leadership are indispensable strategies to foster trust, credibility, and client awareness.

Visibility grows in importance for professionals and service providers delivering an intangible. Simply put, people like to do business with people they know, like, and trust.   

First, they have to know you.  

No matter how many people you know – unless you are staying top of mind, making an ask, and demonstrating thought leadership - trust, credibility, and client engagement won’t follow.

In the world of sales professionals and technology innovators, the know-like-trust factor is probably the single most overlooked tool in the arsenal.  We like to call this the VALUE framework.  Let's have a look for even more ways to grow trust through visibility. 

Always add value. 

Value: Visionary, Authenticity, Leadership/Unique Perspective, Expertise

Visionary

Move beyond generic content. Provide insightful commentary, share personal experiences, and use various content formats to engage a broader audience. Showcase your knowledge in a way that resonates with your target audience. Participate in discussions within your industry – make sure your title line represents what you do as this is what other people will see.

Participate actively in discussions, comment on others' posts thoughtfully, lift other people up, and leverage LinkedIn Groups to join industry conversations. 

Authenticity & Leadership

Be:

• Kind.
• Fair-minded.
• Open to feedback.
• Creative.
• And also - be yourself. 

These two go hand in hand because you can't have one without the other.  Good leaders inspire others.  They lead them. They guide them. But without a unique perspective, you aren't moving anywhere. 

(Get the cheatsheet here with 10 ways to get connected - that you’re not doing. )

Unique Perspective:

Offer up the culmination of your years of experience.  Only you have seen what you have seen.  Don't be afraid to synthesize that unique perspective.  Often, professionals are afraid to step outside the traditional viewpoints, or worse - express a dissenting view, for fear of alienating people.  But in shining your light you will attract higher quality clients.   

Google Reviews & Client Testimonials:

That's right.  Even if all of your clients are remote.  B2B organizations are still subject to the same rule of online reviews.  92% of all transactions occur after perusing a review, case study or testimonial.  Do you have them?  Build a physical presence for your business on Google.  And then, build a system to ask for them. 

Similarly, you want to be sure your social channels are optimized for success and you are sharing consistent, relevant and engaging content.  

Content Engagement Strategy:

Move beyond generic content. Provide insightful commentary, share personal experiences, and use various content formats to engage a broader audience. Showcase your knowledge in a way that resonates with your target audience. Participate in discussions within your industry – make sure your title line represents what you do as this is what other people will see. ProTip: Attaching content to your Google Profile highlights you as a thought leader when people discover you in search.  

Engaging with Your Network:

Participate actively in discussions, comment on others' posts thoughtfully, and leverage LinkedIn Groups to join industry conversations. Your engagement will position you as a thought leader in your field. Offer value. Answer questions. Provide support. (this also works inside slack communities).

In the fast-paced world of tech sales, professional visibility isn't just a luxury; it's a strategic imperative. The fusion of visibility and marketing is the secret sauce that unlocks opportunities, propelling tech sales professionals toward success.