How To Build Trust With B2B Buyers From The Start: 20 Expert Tips

Forbes

02-07-2025

In B2B relationships, trust is often the deciding factor in whether a buyer moves forward with a purchase or partnership. In the early stages of engagement, buyers are assessing not just your solution, but also your credibility, transparency and ability to understand their needs.
This is why first impressions are so important—how you show up early on can set the tone for the entire relationship. Below, members of Forbes Communications Council share 20 ways B2B companies can establish trust with buyers early on, and why these methods resonate with today's decision-makers.
1. Be Honest About What Your Solution Does
First, know your buyer! Understanding the buyer's pain points and challenges and what success looks like for them is key. Next, have a clear, concise message about the solution you provide that speaks directly to the problem you solve.This includes being honest about what your solution does and doesn't do. You can't be everything to everyone! - Andrea Ruskin, Blum Consulting Partners, Inc.
2. Focus On The Buyer's Needs
One of the most effective ways to build trust early is by focusing on what the buyer needs, not what you're selling. When companies take the time to understand a prospect's challenges, speak their language and provide insights that resonate, it shifts the dynamic from selling to supporting. This signals to the buyer that you're invested in helping them make the best decision for their business. - Trish Nettleship, NCR Voyix
3. Act Like A Partner Instead Of A Pitch
If you lead with a product, you are going to lose credibility. Trust, whether you're in B2B or B2C, starts when you act like a partner, not a pitch. Listen to their challenges, focus on what matters to the buyer, show you understand their world and share how you have helped others like them. That is how you build real credibility. - Cord Himelstein, HALO
4. Provide Frictionless Access To Educational Content
The most effective way to build trust is to not sell to them. Companies should not talk about how great they are or how great their products are or why they work. Based on their buying stage, buyers are looking to learn, to validate their pain points or discover how to approach solving their problems. It is important to provide them with ungated and frictionless experiences with educational content at this stage. - Aditi Uppal, Teradata
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5. Connect Directly With Engaged Buyers Via Text
For B2B companies, texting engaged buyers with helpful, educational content builds early trust. This positions them as a valuable resource, meeting buyer needs and building credibility before any sales pitch. Consistent, relevant insights foster strong relationships. Remember, this is for engaged, permissioned buyers only, not cold outreach. - Amanda McGuckin Hager, TrueDialog
6. Show Up With Confidence And Commitment
To build early trust in B2B, be fully invested. Bring your A-game with confidence right from the start. Playing it safe signals a lack of commitment. Deliver value, be on time, project energy, share relevance and know your value proposition well. This builds trust immediately, showing you're prepared, knowledgeable and focused on their needs. - Kayla Spiess, Searce
7. Connect Through Empathy And Value Alignment
In the nonprofit space, building trust early means demonstrating a genuine understanding of your audience's mission and challenges—not just pitching services or products. At our company, we focus on aligning values and showing empathy to create authentic connections that lay the foundation for long-term partnerships. - Amber Roussel Cavallo, Civic Builders
8. Get Employees Active On LinkedIn
One of the fastest ways B2B companies can build trust early in the buyer journey is by getting their people active on LinkedIn—not through their brand account, but through their own accounts. When prospective buyers see genuine posts from employees, it humanizes your company. It stops being a faceless brand and starts being a team of experts. People trust people. That's why this works. - Bradley Keenan, DSMN8
9. Add Value With Expert Guidance And Tips
One way for B2B companies to establish trust with buyers early in the customer life cycle is to focus on sharing content that provides expert guidance and tips. The goal should be to add value, not to create marketing content that seeks to convert. Meeting buyers where they are, especially early in the process, builds trust so that when they are in-market to purchase, your brand is top of mind. - Rekha Thomas, Path Forward Marketing
10. Tailor Content To Industry Challenges
One effective way B2B companies can build trust early is by offering valuable, insight-driven content tailored to the buyer's industry challenges. This works because it positions the brand as a knowledgeable partner—not just a seller—while demonstrating empathy and credibility before a sales pitch begins. - Maria Alonso, Fortune 206
11. Share Evidence Of Success
Show proof, not promises. Share measurable results, client outcomes and specific case studies early—let your track record speak for itself. In B2B, trust is built through evidence. Buyers do not want pitches; they want proof that you have solved problems like theirs before. - Marie O'Riordan
12. Offer A Free, No-Pressure Trial Of Your Product
Most B2B buyers today do their own research before talking to sales. Thus, a great way to build trust early is to offer a free trial, sandbox, workshop or interactive demo where buyers can experience the product in a pressure-free environment. Buyers feel more in control, can share it with their stakeholders easily and can even 'self-qualify' themselves for a potentially shorter sales cycle. - Rinita Datta, Cisco Systems, Inc.
13. Develop A Cohesive, Cross-Channel Strategy
It's all about consistency. Think about people you trust—for their steady behavior, expertise and connection. The same goes for companies. Early on, brand and marketing shape how a company and its solutions are positioned and understood. When leaders value marketing from the start, a cohesive, cross-channel strategy can build awareness and credibility, becoming the tip of the spear for growth and success. - Alyssa Kopelman, Otsuka Precision Health
14. Ask Questions That Make The Buyer Feel Seen
Lead with curiosity. This includes taking a genuine interest in your buyers' goals and challenges, as well as resisting the urge to pitch before asking them questions that make them feel seen. It also includes asking for their advice. As the saying goes: 'Ask for money, get advice. Ask for advice, get money.' - Stephanie Bunnell, Azira
15. Address Target Buyers' Pain Points Through Content
B2B companies can effectively establish trust early on by consistently providing valuable, ungated content that directly addresses the pain points and challenges of their target audience. This could be in the form of insightful blog posts, webinars offering actionable advice or comprehensive guides. - Patrick Ward, NanoGlobals
16. Aim To 'Get' Your Buyers Before Selling To Them
One powerful way B2B companies can build trust early is by offering insight, not a pitch. When you lead with genuinely helpful, relevant information tailored to your buyer's challenges, it signals expertise and empathy. People trust companies that show they 'get' them before selling to them. - Cody Gillund, Grounded Growth Studio
17. Publish Your Unfiltered Insights
People believe what wasn't meant to convince them. Let them overhear you. Instead of sharing polished pitches, publish your unfiltered insights. When buyers feel like they're not just being sold to, trust happens fast. - Cade Collister, Metova
18. Highlight Case Studies And Team Credentials
Early-stage trust comes from proving you've done it before. Showcase relevant logos and targeted case studies and highlight unique team credentials, such as PhDs or deep industry experience. Buyers trust teams that clearly demonstrate they've successfully solved similar problems for reputable peers. - Prateek Panda, Tonic.ai
19. Provide A Personalized Experience
B2B companies can establish trust early on by offering personalized experiences. By understanding a buyer's specific needs and tailoring content or messaging to address their unique challenges, you demonstrate genuine interest in solving their problems. This approach shifts the conversation from a generic pitch to a meaningful, individualized dialogue, building trust from the start. - Katie Jewett, UPRAISE Marketing + Public Relations
20. Make Your Expertise Discoverable
Buyers now do the majority of their research before engaging with potential vendors, so it's important to demonstrate expertise through education and vision across various digital properties that are not your own. Also, the tone needs to be helpful and not a sales pitch. - Antonio Sanchez, Quantum Xchange