The Credibility Crisis in B2B Sales: How to Win When Buyers Don’t Believe You

Buyers don’t believe vendors anymore. 

Features? They’ll skim past them. Marketing claims? Filed under “probably exaggerated.” And now with AI, buyers aren’t even sure if what they’re reading is human insight or algorithmic fan fiction. 

That makes life miserable for sellers trying to break in, and even for incumbents trying to expand. 

In fact, research shows:

• 86% of enterprise buyers shortlist products they’ve heard of before starting research (TrustRadius)
• 90% of deals go to vendors already in the buyer’s initial consideration set (SBI)
• 84% of buyers choose vendors they’ve worked with before (6Sense)

Familiarity beats features almost every time. But what if you could turn this credibility crisis into an advantage? 

In this webinar with Doug Hutton and Jay Livingston, you’ll see how to arm your sellers with messages and skills that build credibility with buyers—so you don’t get written off as just another vendor pitch. 

You’ll learn how to: 

• Match your message to the moment – Equip sellers with distinct strategies for net-new vs. expansion deals
• Make every touchpoint count – Turn routine buyer interactions into proof points that build long-term credibility
• Build momentum between deals – Teach reps how to create meaningful connections that generate loyalty and expansion opportunities

If your sellers are losing to “the safe choice” more often than the competition, join this session and teach them how to fight back.