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When buyer trust is lacking, companies can lose money. Who wants to buy from a less-than-trustworthy company? It’s a spectrum, I suppose. TrustRadius discussed the topic in its Buyer Research Report and Allyson Havener, SVP of Marketing and Community, joins me on Episode 684 of “The Business Storytelling Show” to discuss the topic.
We discuss:
- The role of reviews and review sites
- How buyers know before they buy and the impact
- What’s the role of AI? (Sorry, yes, we can no longer do episodes without talking about AI.)
When it comes to buyer trust, that’s certainly important, but how do companies build it – especially when buyers do so much research online before ever talking to anyone?
The new rules of marketing and PR are probably worth considering here. But let’s see what Allyson has to offer for additional tips that we can learn from.
Buyer trust by the numbers
- Nearly half of software buyers look at reviews
- But 73 percent of people also think there’s plenty of fake reviews out there
- Also roughly half review the vendor’s website
- 40 percent of software buyers try free trials
- Over half draw on their own personal experiences
Let’s find out the current state of buyer trust and how to improve it.