ave you ever considered that 77% of B2B buyers resort to Googling salespeople before every single call? B2B sales credibility is vital in a competitive space, and first impressions hold a lot of weight before a conversation has even been initiated. Weak search results can easily connect to lost deals and credibility damage.

In effect, sales are relationship-based, and personal branding matters, with sales reputation a make or break focus. If your next potential customer has already Googled your business, what would they find?

What Customers Research About Salespeople

A prospect is likely to resort to a simple, yet telling, Google search. They will write the names of the salespeople, company, and the word ‘reviews.’ That will give them all the information they need, and in effect they’re comparing several salespeople online before they make a decision over who to engage with. For buyers, expertise, trustworthiness, track record and credibility are key.

For B2B companies focusing on LinkedIn profiles alone to build their sales professional branding, there is a huge piece of the puzzle missing. LinkedIn profiles are generic, and they don’t rank well in name searches. Buyers want to know who they’re talking to before they pick up the phone, and LinkedIn alone simply doesn’t give them that information. Consider that 27% of B2B buyer time is spent researching online, and it’s clear that giving them the data they need is the difference between acquisition and loss.

Weak Results Kill Deals from the Start

From their initial research, 81% of buyers have picked their first choice before they even make sales contact. This highlights the importance of a strong online footprint, and the harm that a credibility gap can do. Buyers are far more likely to move toward a competitor with a strong online presence, and weak information often results in instant disqualification. It doesn’t matter if that company was actually the stronger choice from the start – if they don’t show it online, it’s invisible to the prospect.

Trusted advisor positioning is a solid step toward trust, showing prospects that credibility exists in abundance. Without this, B2B companies are simply throwing claims into the ether, expecting customers to trust them blindly.

However, many companies don’t understand the importance of sales personal brand versus company brand. Ultimately, people buy from those they trust, rather than a logo that claims to be the best option. Two salespeople at the same company can have hugely different close rates and it’s based solely on their individual credibility. While company branding can help a salesperson get their foot in the door, it’s personal brand that ultimately closes deals.

Building Trust from Day One

Trust is everything; 88% of buyers choose to work with salespeople that they believe are trusted advisors. Building that trust isn’t overtly difficult, yet it’s crucial to choose an online format that showcases expertise in the clearest way. For that reason, platforms like Discussli offer a Q&A format instead. In this situation, individual salespeople can answer a series of curated questions and this will then appear in search results, SEO-optimised for the best results.

Rather than relying solely on a weak LinkedIn profile or vague claims, a Q&A format gives prospects the information they need to build that first trust connection. AI search engines also love this structured content – they use Q&A formats to influence and index within their systems. In a highly competitive world, trust really does give the edge toward success.

Visit discussli.com for more information.