Strangers don't buy from strangers

However much others may disagree, I truly believe that strangers don’t buy from strangers. In the world of consultative B2B selling, there has to be a relationship before any kind of deal is done.

You’ll have no doubt heard me say before that building trust is the very foundation of relationship building in sales, especially when it comes to our philosophy: Don’t Sell.

And ultimately, it’s never been about the big sell anyway. It’s always been about achieving buyability – which simply means achieving a state where clients are naturally inclined to buy from you because they trust you and recognise the value that you provide.

But getting there isn’t straightforward.

The Shift from Selling to Creating Buyability

Although it sounds contradictory, the philosophy of Don’t Sell has served me well over the years. But more than that – it stands up to logic and scrutiny.

Think about it. Who likes to be sold to? Who wants someone forcing a product in their face? I know I don’t.

But not selling is fundamental to the success of consultative selling – especially high-ticket value business transactions.

Instead of pushing for the immediate sale, we should be focusing on buyability – proving our worth over a longer period of time, proving the value we’ve got to offer, and giving without expectation. 

Buyability is centred around trust, and the relationship that any future deal is built on. You can’t have relationships and trust if buyability wasn’t achieved in the first instance, and vice versa.

Trust: The Foundation of Buyability

Building trust is a gradual and deliberate process that requires consistent effort and genuine interest in the client’s needs. Quick sales often result in a CRM filled with distressed inventory — leads that never convert into meaningful relationships.

This short-term approach may boost numbers temporarily but fails to foster long-term growth and loyalty.

To build the trust that forms the foundation of buyability, prioritise understanding what it is that keeps your prospect or client up at night. Then, and only then, can you begin to provide value in the form of insights and content.

Trust transforms the sales dynamic, making clients more open and responsive to proposals if and when they arise.

Relationship-Building Over Quick Wins

Sustainable sales success hinges on relationship-building rather than chasing quick wins.

This involves a fundamental shift from a transactional approach to a consultative one, where the focus is on the client's success rather than just closing a deal. Here are some key practices:

Active Listening - Truly understanding clients’ needs and challenges requires active listening. This means paying attention, asking insightful questions, and showing empathy towards their situation.

Value-First Approach - Before discussing sales, offer value upfront through insights, consultations, or educational content that addresses the client’s pain points. This goes back to the buyability piece, in that you should always lead with value.

Consistency - Maintaining regular, meaningful contact helps establish a reliable presence in the client’s professional life. Consistency in communication and service delivery builds trust over time.

These practices build a foundation of trust, demonstrating a commitment to the client’s success and setting the stage for long-term engagement.

The Strategic Use of Gateway Products

Gateway products are essential tools for building trusted relationships. These lower-value offerings are less risky for clients and provide an excellent opportunity to demonstrate your expertise and reliability. They serve as a practical introduction to your capabilities and a stepping stone to more significant engagements.

By introducing gateway products, you can:

Reduce Entry Barriers - Clients are more willing to invest in lower-value products due to lower financial risk. This makes it easier for them to take the first step in working with you.

Showcase Value - Deliver tangible results quickly, showcasing your ability to solve problems and deliver value. This initial success builds confidence in your capabilities.

Build Trust - Establish a working relationship that sets the stage for future, larger engagements. Successful gateway products lead to increased trust and willingness to invest in higher-value services.

Gateway products allow you to start small, prove your worth, and gradually build the client's confidence in your capabilities. This approach not only generates immediate revenue but also paves the way for more substantial, long-term projects.

Creating a Scalable and Sustainable Pipeline

Focusing on trust and relationship-building transforms your sales pipeline into a scalable, sustainable, and predictable revenue stream. This approach moves you away from the feast-or-famine cycle associated with chasing quick sales. Instead, it cultivates a steady flow of opportunities grounded in solid client relationships.

To implement this strategy effectively:

Listen Actively - Understand and empathise with your client’s needs and goals. Active listening shows that you value their perspective and are genuinely interested in helping them succeed.

Offer Value First - Provide helpful insights and solutions before discussing sales. This establishes you as a valuable resource and builds goodwill.

Maintain Consistency - Be reliable in your communications and service delivery. Consistency fosters trust and demonstrates your commitment to the client’s success.

Leverage Gateway Products - Use these to demonstrate your value and build trust. Gateway products provide a low-risk way for clients to experience the benefits of working with you.

Focus on Long-Term Relationships - Prioritise building relationships that will yield repeat business and referrals over time. Long-term relationships are more profitable and sustainable than one-off transactions.

Let's wrap this up

"Strangers don’t buy from strangers" is certainly true for B2B sales, but the secret lies in the buyability you build for yourself. Once you’ve started to give value first, without expectation of a return, you’ll start to see the rewards.

Plus, people won’t feel as though they’re buying from a stranger as you’ve made yourself known early on in the process.

By focusing on creating buyability through trust, leveraging gateway products, and prioritising long-term relationships, you can develop a scalable and sustainable sales pipeline – which is the true goal, after all.

The Don’t Sell philosophy thrives on genuine connections and mutual success. And in an environment as complex as the one we’re in, value-based relationships are the secret.