Key takeaways
- Trust is the foundation of modern sales: In an increasingly skeptical and AI-driven world, trust built through authentic and transparent communication differentiates successful businesses, especially in B2B.
- Transparency drives credibility and customer loyalty: Companies that openly communicate challenges and value – not just benefits – build stronger relationships and are more likely to earn buyer confidence and long-term loyalty.
- Authentic social selling closes real deals: Buyers turn to social sellers who focus on helping (not selling), building strong networks, and sharing genuine, relevant content, especially when making high-stakes decisions.
Social selling has established itself as an essential part of modern sales strategies. But at a time when consumers are increasingly skeptical of traditional sales tactics, a key question arises:
How do companies gain the trust of potential customers?
The answer lies in authenticity and transparent communication. If you view customers as leads and long-term partners, you create a sustainable basis for successful relationships.
Authenticity as the key to trust
Trust is the currency of the digital age. A study by Edelman found that 81% of consumers only trust companies if they act transparently1. Credible and transparent communication is crucial, especially in the B2B sector.
Also, as we move into the AI world, research shows that trust is becoming increasingly relevant to buyers, not less. In a podcast on artificial intelligence, the guest Mark Stouse pointed out that buyers using AI agents and bots to buy this cut out many of the things current marketers hold dear.
Classic search engines like Perplexity will be replaced as people transfer to AI Agents. Websites will no longer be needed as people search and research brands from within apps. Trust and relationships will become increasingly important as more buyers can sidestep these legacy methods.
After all, if you spend upwards of $50,000 on a new computer system, you will want somebody to talk to. First, buyers are likelier to turn to their networks and those they know, like, and trust.
“The true power of social selling lies not in technology but in trust. It’s not about pushing products – it’s about showing up as someone buyers can rely on, time and again.”
Timothy Hughes
Transparency: A crucial success factor
Many companies underestimate the importance of transparency in social selling. Customers want to be informed about the benefits and understand the challenges. Honest communication about products, prices, or possible hurdles creates credibility.
According to the Edelman Trust Barometer 2022, only when companies communicate openly and transparently do they enjoy the trust of 60% of consumers2. That means that sales teams should communicate benefits and actively make challenges and solutions transparent.
We all do it when we buy: We research on social media, for sure, but we also turn to our networks for advice.
The last time I purchased a car, I knew which car I would buy, but I drew up a short list of 3 just in case the companies whose car I wanted didn’t want to sell it to me. Even though I did all that research, I turned to my network and asked, “Whom do you recommend?” and “Have you got a friend in the trade?”.
People often think that social selling is posting about being at an event or a sales kick-off (SKO), but they miss out on its crucial role in closing deals in this turbulent world.
Success factors of an authentic social selling strategy
To effectively anchor authenticity and transparency in digital customer communication, companies should consider the following approaches:
- Personalized communication: Customers expect customized interactions instead of standardized sales conversations. Social selling works best when content is individually adapted.
- Tell real stories: People trust people, not brands. Testimonials and insights into everyday company life seem more authentic than pure product advertising.
- Continuous dialogue: Successful social selling is a long-term process. Companies should aim for immediate sales and seek continuous exchange with potential customers.
- Communicate benefits clearly: Customers do not buy products but solutions to their challenges. Those who focus on added value instead of pushing for a quick sale will remain successful in the long term.
Many people looking at social selling for the first time are amazed at how our clients sign multi-million deals with social media. But when you walk them through the steps, it becomes “obvious.” Home come? Buyers have business issues; they turn to social media and their networks for answers.
Social sellers will have done three things:
- Have a buyer-centric profile that makes them look like people who can help buyers, which is a key differentiator from being “just another salesperson.”
- They will have built networks and communities in the accounts they want to sell to. After all, if you are not connected to the people you want to sell to, you are invisible to them.
- They have been sharing engaging, authentic content. It’s not corporate propaganda that nobody reads.
It means buyers look for answers when they go onto their networks. Who do they turn to for help? These are very social sellers.
As Chris Tarrant says in Who Wants to be a Millionaire: “It’s easy if you know.”
Authenticity as a competitive advantage
Social selling is much more than a digital sales method – it is a way to build long-term relationships. Companies that rely on authenticity and transparency gain customers’ trust and sustainably increase customer satisfaction and business success.
As we accelerate into an AI world, businesses have two paths to follow:
- Commodity – automate your processes with AI
- Relationship – business competitive advantage with authentic relationships and trust
In an AI world, the most human company wins.
Sources
- Edelman, “Edelman Trust Barometer,” 2022
- Edelman, “Edelman Trust Barometer,” 2022
Cover image: Mohamed Nohassi on Unsplash
Disclaimer: The information provided in this article is solely the author’s opinion and not investment advice—it is provided for educational purposes only. By using this, you agree that the information does not constitute any investment or financial instructions. Do conduct your own research and reach out to financial advisors before making any investment decisions.
